Go beyond selling spots to get government dollars, radio industry told
Radio stations are missing out on government adspend by failing to think beyond “spots and dots”, the industry has been warned.
The advice came from Malcolm Connor, MD of media agency UM Sydney, which buys media on behalf of the federal government.
He told the National Radio Conference: “To improve your chances with government spend, move beyond spots and dots, and move towards cross platform, campaign message extension.”
Among the examples given by Connor of succesful work on behalf of the government was a project with DMG’s Nova Network. The station put a call out for gamers to attend a Navy video game showdown that would incite interaction with Naval personnel. The insight was that the target demographic required for the positions – which were “techy and nerdy” – were also gamers.
Another project to encourage youth to learn new skills saw Today Network duo Matty and Maude try new jobs, with videos posted through social media.
Connor also cited the U20 youth digital radio station set up by Austereo on behald of the government’s The Line campaign.
He said: “The government is after a return on investment, and we’re finding this sort of stuff really works.”
Translation: Please embed our advertising message into your content, we’ll pay for that.
And MSM wonders why the ratings drop year after year.
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Isn’t this sort of thing called cash for comment?
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