Daniel Anstandig breaks down the state of broadcast ad sales in 2021 on this episode of Innovation19. He’s joined by Tracy Gilliam, the veteran broadcast executive who founded Futuri’s TopLine sales system because she knew that “every station has a story.” Each ad client is trying to reach a specific type of consumer, and while radio and television stations could rely on gross audience numbers to sell their reach in the past, it’s a little more complicated now. Brands understand that a smaller audience of qualified buyers provides a more solid return on their ad dollars than a large audience of indifferent consumers, so they want to know exactly who your station is serving. Having the tools and the data to tell the unique story of your audience and their buying habits to maximize a brand’s advertising dollars will make you an indispensable part of their team, and win you a client for life.
Daniel and Tracy talk about predictions and expectations for 2021, and how to respond to seven trends they’re seeing develop in the broadcast space:
Trend 1: Advertisers want targeting, audience engagement, efficiency, and accountability for performance.
Trend 2: Agencies have to justify their ad purchases with results.
Trend 3: It’s harder than ever to get an ad buyer’s attention.
Trend 4: Covid is shifting and accelerating trends – which means new opportunities.
Trend 5: Multi-platform influencer campaigns with consistent messaging are essential.
Trend 6: Media brands are expecting more from their reps – and there are fewer reps.
Trend 7: Local is still a huge advantage, as long as your message is tailored to meet that community’s needs.