Actually, I enjoy commercials, especially when they move you, tell you something you didn’t know, entertain, or surprise you.
But to look at a recent study from AdAge/Ipsos Observer, the medium is most definitely the message. And some of the new digital platforms are not being embraced by consumers for positively delivering ad messages.
It would appear that traditional media have an edge for delivering advertising messages, while email, mobile, and social networking sites are met with disdain when it comes to commercial content. (Are you listening, Tim Westergren?)
This “expected” aspect of advertising messages ought to be construed as a positive by sales managers working in “old media” because it suggests that consumers have been trained to accept commercial messages (for better or for worse). And it opens doors to delivering messages via branded content in other platforms.
That’s exactly what Terry Gallaher, director-integrated media at NBC5 in Chicago, is thinking. The plan is to roll out more content via iPhone and Android apps, built on the equity and advertising expertise that only comes from traditional media brands. As Gallaher puts it, “We still have such a large core audience, and our audience and advertisers can reach NBC content in many ways.”
There you go – new media platforms viewed as opportunities, rather than as obstacles and obligations. As ways to enhance an advertising program, not as unnecessary capital expenses that are tough to monetize.
Broadcast radio has those same inherent strengths – strong local market brands, expertise on the city streets, relationships with advertisers and businesses, and content that can be showcased in any number of ways.
This could be and should be a great time for the radio business – if we can just get past that urge to confine ourselves to :60 spots, remotes, live reads, the dreaded "value added," and a lack of attention to producing advertising that is professional and compelling.
It’s not that tall an order. But it is one that most certainly requires attention and investment.
But talk about ROI.