Peter McPartlin, strategy director, Carat Ireland The true value of radio in a digitally-centric world

Your questions How radio can add value for clients rather than dropping rates; How radio can keep prices up when every other media is cutting them; How radio can tackle advertising in print & online and ensure that it is included in the media plan; How to balance the expectations of clients, agencies and auditors alongside the demands of station owners; How is radio valued now by marketing/brand management

The true value of radio in a digitally-centric world

The radio sales model is broken

RECESSION Consumers Retailers Brand owners The Media Agencies

RECESSION Consumers Retailers Brand owners The Media Agencies On income, spending & sentiment On growth & profits On income & resources On funding for reinvestment in content On marketing investment & shareholder return

The position of media as a subset of advertising is changing

The reality for consumers is that Advertising is a subset of Media

To use more & different media channels, more creatively To engage audiences To win market share To retain & grow customers There has never been so much opportunity for brands

Talk To Bought Media Talk With Owned Media Talk About Earned Media

What does this mean for Radio?

What are clients looking for? Scale Accountability Connected solutions Innovation

7 CPTCPT PROMOTIONS Share sponsorship peak off-peak AQHAQH local packages national

You need to reinvent the way in which Radio sells

Strong brands are created and sustained by the strength of their relationship with consumers. Mark Baynes Kellogg’s Global CMO “ “

Hearts & Minds New Behaviours

How ‘contact’, ‘context’ & ‘content’ can be brought together

Reinvent the way in which Radio sells

Revamp sales Embrace digital Rethink JNLR Encourage innovation Measure relationships

Thousands of people, one at a time What radio does well

Thank you for listening

The true value of radio in a digitally-centric world