RAB Radio Training AcademyRAB Radio Training Academy

Digital Best Practices

RAB Radio Training Academy

Radio Market Share

Source: Borrell Associates, 2009

DMA Market Size

Avg. Share of Local Online Advertising

Highest

Markets 1-20 0.3% 5.4% Markets 21-50 0.7% 3.5% Markets 51-100 0.7% 2.4% Markets 101-210 0.6% 8.7% Average/ Highest 0.5% 5.2%

Research For Data Driven Decisions

RAB Radio Training Academy

Interactive Products

• Display ads (banners)

• Sponsorships• Streaming• Search• Auctions• Directories• Audio on demand

(Podcasts)• Video on demand

Best Practices

How Stations Are Making Money!

• e-Newsletters• Database Marketing• Text-messaging• Social networking• Integrated content• HD Multi-channel• Message-casting• Viral marketing• Pop-up, pop-under

RAB Radio Training Academy

Display ads (banners)

RAB Radio Training Academy

Sponsorships

RAB Radio Training Academy

StreamingVideoAudio

Player adsSponsorships

RAB Radio Training Academy

Search

RAB Radio Training Academy

Auctions

RAB Radio Training Academy

Directories

RAB Radio Training Academy

Directories

RAB Radio Training Academy

Directories

RAB Radio Training Academy

Directories

RAB Radio Training Academy

Audio on demand(Podcasts)

Source: eMarketer, March, 2009

Podcasting Goes Mainstream

• 11% download 1+ / month

• 21.9% Million Americans

RAB Radio Training Academy

Audio on demand(Podcasts)

Source: Holland Cooke, McVay Media, 2008; Radio Advertising Bureau

Best Practices: Podcasting

• 10 minutes or less• Short pre-rolls• Better yet, embedded opens/closes• Best yet, contextual ads (advertorial)• Package online and on-air

• ROS on-air spots that tease online podcasts• E-Newsletter advertorials, banners• On-air mentions

RAB Radio Training Academy

Audio on demand(Podcasts)

RAB Radio Training Academy

Audio on demand(Podcasts)

RAB Radio Training Academy

Video on demand

RAB Radio Training Academy

Video on demand

RAB Radio Training Academy

Video on demand

RAB Radio Training Academy

E-Newsletters

RAB Radio Training Academy

E-Newsletters

RAB Radio Training Academy

Database Marketing

RAB Radio Training Academy

Text-messaging

“Be the 92nd person to text the

correct answer and win!”

RAB Radio Training Academy

Text-messaging

RAB Radio Training Academy

Text-messaging

“Reds fans, sign up for

team updates…”

RAB Radio Training Academy

Text-messaging

RAB Radio Training Academy

Text-messaging

“Win backstage passes, just

text…”

RAB Radio Training Academy

Text-messaging

RAB Radio Training Academy

Text-messaging

I luv you, Mandy!

Sponsored by Nokia

Bon Jovi concert attendees text

messages to the giant screens

RAB Radio Training Academy

Social networking

RAB Radio Training Academy

Social networking

RAB Radio Training Academy

HD multi-channel

RAB Radio Training Academy

Message-castingRetail Sales

RAB Radio Training Academy

Micro Sites

RAB Radio Training Academy

Viral marketing

RAB Radio Training Academy

Viral marketing

RAB Radio Training Academy

Pop-up and pop-under

RAB Radio Training Academy

Pop-up and pop-under

RAB Radio Training Academy

Pop-up and pop-under

RAB Radio Training AcademyRAB Radio Training Academy

Digital Best Practices