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September 15, 2006

ERA Conference: Changing Perspectives on Radio Advertising

We are fresh back from the Electronic Retailer's annual gathering in Las Vegas. After the second-hand smoke has cleared from our eyes, lungs, hair and clothes, we've reflected on how far direct response radio has come in the last decade.

Direct response radio, like general radio advertising, has typically been treated as the ugly stepchild, not worthy of much attention over the "eldest son" treatment that TV advertising receives. Small apples, so to speak. But with the increasing fragmentation of TV media and corresponding decrease in margins for DRTV, direct response radio's comparative ability to deliver meaningful profit has increased significantly. Radio is targetable, accountable, inexpensive, and even complimentary to TV when certain methodologies are employed.

As a result, we've seen much greater interest in direct response radio and this year's ERA conference was the best ever for us. For radio advertising firms who have developed the systems and processes to manage the nuances of direct response radio and who've invested in the technology to support large-scale roll-out of these campaigns, the future is looking very bright.

Posted by Jeff Small & Brett Astor at 06:01 PM | Permalink