Tag: planning

Industry News

iHeartMedia Announces AudioGraph to Deliver Attribution to Broadcast Radio

By TALKERS | by TALKERS

iHeartMedia unveils AudioGraph – a suite of advertising capabilities that the company says will, for the first time, “bring digital-like targeting, identity-based planning and measurement, and outcome-based attribution to broadcast radio at scale.” These capabilities are powered by Triton Digital, the global technology and services leader. iHeartMedia says, “The vast majority of audio imgconsumption (64%) comes from broadcast radio, yet up until today, it has lacked the targeting and measurement infrastructure available in digital. iHeartMedia’s broadcast radio stations reach more than 278 million consumers every month, and now with AudioGraph, for the first time, advertisers can plan, target, measure, and attribute that audience using privacy-safe, ID-informed insights with digital-like precision.”

Powered by Triton Digital, AudioGraph makes it possible by connecting a privacy-safe identity spine, enriched audience attributes built from TransUnion data, and proprietary ID-level listening models that enable planning and measurement at the listener level while activating campaigns at broadcast scale. Proof of concept shows that broadcast radio campaigns planned and measured using privacy-safe AudioGraph IDs can deliver a KPI outcome 75% higher than traditional demo-based plans.

iHeartMedia chief business officer Lisa Coffey comments, “Audio has always delivered unmatched scale and human-to-human connection, but measurement and precision have lagged behind digital. With nine out of 10 Americans listening to broadcast radio every month, it’s extremely important that buyers can access this scale and impact with the precision and efficiency of digital media. With AudioGraph, we’ve closed that gap. Marketers can now use audio as an addressable and measurable performance channel at a national scale; with the same accountability they expect from every other part of their media plan.”

Industry Views

Pending Business: Planning & Organization

By TALKERS | by TALKERS

By Steve Lapa
Lapcom Communications Corp
President

On a scale of one to 10, where would you rank yourself on planning and organization?

If you are the #1 seller on your team, how do you rank your ability to plan and organize? If you are working your way to the top, how prepared and organized does the #1 seller on your team look?

Planning and organization don’t mean every hour is filled. Top-tier sellers know interruptions are a given. Demands change on a moment’s notice and change is a constant. The day-to-day selling environment is rarely a walk in the park.

The underlying question is how do you prepare to plan? How do you evaluate the opportunity flow to determine what to emphasize and what to abandon? Which projects do you add, and which ones do you delete?

These are tough calls – these drop/adds – as you painstakingly review time, effort, and emotional attachment in each of your sales projects. But here is the good news. All of us, every seller and every manager, can use fresh eyes on planning and organizational skills. To that end, here is my simple gift to you. A timeline of 13 upcoming sales opportunity events that should be income generators. Let us liberally countdown the sales lead time from today, Monday, March 27 to many of the income producing events that drive your sales calendar. Your specific station may not directly tie-in, however, many of your local sponsors are planning right now. So, let us get busy:

Mother’s Day              6 weeks
Memorial Day             7 weeks
Father’s Day               12 weeks
Independence Day      14 weeks
College Football         22 weeks (Season kickoff)
Labor Day                   23 weeks
NFL                            24 weeks (Season kickoff)
Halloween                   31 weeks
Election Day               32 weeks
Veterans Day              32 weeks
Thanksgiving              34 weeks
Christmas                    38 weeks
New Year’s Eve          39 weeks

There sits the 2023 friend or foe selling calendar before your eyes. Do you have the historics, wins/losses and opportunities organized? How about your competitors? What about newer digital and social media integrations that may need more lead time? Is there any turnover in decision makers at key accounts? Ready to wake up and smell the coffee?

Every high achiever knows, everyone wants to win. But are you properly prepared and positioned to win? Another three minutes of planning a day goes a long way!

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com. Steve Lappa will be moderating the “Generating Revenue” panel at TALKERS 2023 on Friday, June 2 at Hofstra University.