RADIO OBJECTIONS
Radio doesn't work. Nobody listens anymore!
You're familiar with Nielsen, right? They provide ratings for TV and radio and are one of themost respected consumer data companies in the world. They say that more than 90% of Americans listen to radio every week. Radio reaches more people than TV, more than Facebook. More people than any advertising medium. In our area alone, our stations reach nearly 800,000 people. At any given moment over 23,000 people are listening to an Audacy station.
Your Digital Display CPMs are too high
Our CPMs are very competitive with other digital vendors. Furthermore, our execution is different. We only utilize Comscore top 150 sites putting you on only quality sites, more precise targeting and both lead to higher click through rates than the competition and national average
I do my own SEM
Google recommends that a business should have a dedicated person spending at least 40 hours per week. Wouldn't you rather spend your valuable time doing what you do best? We have a dedicated and experienced team of humans that are all Google Certified working on your campaign 24/7 365 days a week in conjunction with Google engineers. Plus, you have me who is local, east coast and available when you need me. We don't hand you off to an account management team.
My budget is already spent
I completely understand that you may have allocated your budget for the year. That being said, is there anything that is under-performing vs your expecation?
I tried SEM but it didn't work
Here are some questions you can ask to find out why?
Did you do it yourself? How long did you do it? What was your monthly budget? If you contracted with someone else, were they a Google partner?
We know SEM works as more than 90% of people start their journey on a search engine. Are you at the top?
I don't sell products on Amazon, why would I do an Amazon campaign?
Nobody knows more about anyone's buying tendencies than Amazon. By partnering with us together, we can lean on Amazon's first party data to get you the absolute perfect customer to see your ads across the Amazon Services Network. Plus, by working with us, the rep you work with at Audacy is your rep through the entire customer journey we do not pass it off to an account manager to manage.
I tried radio and it didn't work
May I ask a few follow up questions. What stations did you buy? When did you do this? How long did you run the campaign? What did the commercial sound like? We have an analytics tool to help optimize your campaign as well as case studies.
I currently buy OTT from my cable partner
Most cable partners will self serve the majority of your campaign and then utilize programmatic buying desks to fulfill the rest.
Reporting is very lackluster as they tend to hide their data points
Your minimums are too high
Our minimums are based on our historical campaign data and business intelligence provided by our partners such as Google, Meta and Amazon to ensure we are set up for success to drive results. As I mentioned, we are hyper focused on business outcomes and provide various levels of measurement to ensure we are achieving your KPIs.
I use TV and it works better for me so I'm happy
I love the fact that you're utilizing broadcast TV and having success. Are you familiar with Nielsen? Nielsen measures audience ratings for both radio and TV so they are platform agnostic. Nielsen has a tool that can show you a way to add radio to your TV campaign and reach more of your target audience without spending an extra dime.
I can advertise on Meta myself
Yes you can. Through Audacy you can align yourself with one of our iconic brands. We also offer what is called Performance Social that is a unique Audacy program. Let me explain...
I have my own email campaign to my database
Two entirely different tactics. Our eDirect is pulling from a CAN/SPAM compliant with double opted in consumers. We are targeting through hundreds of desired filters to hit potential new customers, not your existing customer base.
You guys must be hurt by Spotify and SiriusXM
Those are good services but none of them can compare to the reach of over the air radio. It’s not even close. When you think about it as “Share of Ear,” over the air radio represents 42% of all audio listening. Streaming audio services like Pandora and Spotify represent 17% and Sirius XM is only about 9%
Why would I buy digital from my radio rep
Yes, we’re a leading radio company in America. However, on the digital side, our digital people only do digital. We have a massive internal digital team. We are a boutique digital agency within the company spanning markets across the country with first look inventory access. We execute hundreds of millions of dollars in digital advertising campaigns every year.
I buy OTT much cheaper
There are cheaper ways to buy all sorts of marketing but how does your features and targetability look, your reporting, and when/where are your ads appearing?