06.02.2008 12:00:00
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CMOs and Brand Managers Now Have One-Stop-Shop to Tap Power, Flexibility of Multi-Platform Radio Marketing
CMOs and brand managers seeking more effective branding vehicles have a
valuable new resource. Katz Media Group today announced the expansion of
its Clear Channel Katz Advantage marketing group aimed at helping CMOs,
brand managers and media buyers realize the full benefit of modern,
multi-platform radio. The expanded group, which works on behalf of
hundreds of radio broadcasters, will both promote the benefits of a
multi-platform radio buy as well as implement national buys on behalf of
specific brands. The expansion formalizes success the group has already
had on behalf of clients such as Carmax, Pizza Hut, Seat Exchange and
Turner Broadcasting.
Over the past three years, radio has moved aggressively to expand into
online, on-demand, mobile text and real-time data and digital
broadcasts, resulting in both a significant expansion of the
medium’s audience. And in addition to growing
its raw numbers, the radio audience is also becoming more engaged,
consuming content produced by radio broadcasters from analog AM/FM
stations, digital multicasts, Internet streams, on-demand audio and
video, mobile devices, and even through personal navigation systems.
Today, more adults in the U.S., aged 25-54, listen to AM/FM radio
broadcasts than consume any other medium –
Arbitron puts the number at 95.5%. Also today, radio is actively
building on that dominant position with new audiences via online and
mobile devices. JP Morgan pegs the number of unique, monthly visitors to
Internet radio sites at 62.3 million. A radio broadcaster (Clear Channel
Radio) is currently the #1 provider of online music and radio content
during the crucial workday day part (Monday through Friday, 6am to 7pm)
with more than 11 million unique visitors each month, beating Yahoo!,
AOL and all others according to comScore/MediaMetrix.
An expert guide to the power and flexibility of the modern radio
platform
Aggressive CMOs and brand managers have already seen significant success
in using multi-platform radio as a national branding medium as well as a
way to drive local consumer action. These brand marketers are currently
using the full range of marketing and advertising options, from "take-over”
sponsorships to pre-roll online video to ultra-short on-air ads known as
blinks. Despite the clear benefits of using new platforms, one of the
trade-offs for CMOs and brand managers can be wrestling with putting
together a buy.
"It’s been
understandably difficult for marketers and advertisers to keep up with
the dramatic advances that radio has made in the past 36 months,”
said Bonnie Press, president of Katz Advantage, who leads the expanded
unit. "We’ll work
to ensure understanding of the power of radio and allow CMOs and brand
managers to access both strategic thinking and customized solutions.
Radio is now the most effective option for CMOs and brand managers who
need to demonstrate return on investment and accountability.”
"As radio masters new platforms and new forms of content, it's crucial
that additional knowledgeable and trusted voices spread the word about
radio's true and enormous value," said Peter Smyth, president and CEO of
Greater Media and 2008 Chairman of the Radio Advertising Bureau. "Katz
brings two crucial strengths to the table: deep expertise advising
national brands on how to get the most out of all of radio's platforms,
and a proven track record in creating results for advertisers. We're
thrilled to count the outstanding properties of Greater Media within
this important portfolio."
"So much of brand experience is local, and as an industry, we are much
smarter today about how to market radio's unique value to chief
marketing officers and brand managers," said Rick Cummings, president of
Emmis Communications' Radio Division. "Including the Emmis properties in
this outstanding collection of stations helps create the national reach
that underscores radio's unparalleled strength."
"Radio is the most engaging, most effective, most efficient advertising
medium today," summed John Hogan, president and CEO of Clear Channel
Radio. "And with entirely new forms of content like real-time
traffic, exclusive new features like iTunes tagging, and innovative
AM/FM approaches like take-overs, sponsorships and ultra-short spot
lengths, radio provides opportunities that are unmatched by any other
medium. This expansion will elevate the understanding of radio's value
enormously."
"With radio’s
unparalleled reach and the ability to provide unmatched frequency, this
medium provides marketers a superior return on investment, especially
compared to other media such as newspapers and cable,”
said Stu Olds, CEO of Katz Media Group. "We’ll
be investing significantly in this expanded unit to accelerate the shift
of marketing and branding dollars into radio.”
Since 1997, Katz Advantage has driven a 290.6% increase in revenues
coming into radio and has developed more than 150 unique campaigns for
the medium in the past five years. To support the expanded unit, CCKA
will open new offices and expand its professional staff by nearly 50%.
In addition to new staff for Atlanta and San Francisco, the company will
add business-development professionals to each of its existing offices.
About Clear Channel Katz Advantage
Clear Channel Katz Advantage (CCKA) is the marketing services and
strategic sales company of the Katz Media Group. Additional information
about the company can be obtained at www.cckatzadvantage.com.
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