So the rep calls the account exec, who understands even less than both the online folks and the traditional radio folks. Alas, a good opportunity goes unrealized. And finally, no one is sure of the best way to position, buy, and sell streaming audio. Positioning a New Ad Vehicle Streaming audio as an advertising vehicle needs to be made comprehensible to media people and brand managers who already understand radio. The midday daypart used to be a way to supplement your radio schedule and get messages into the ears of working people listening to the radio in the office.
Next thing is to determine inventory units.
I propose that per-spot and GRPs serve as the currency. For formats that have a great deal of listeners, it is easy to determine what the GRPs would be and how an advertiser's online radio schedule fits the overall communication impact of an offline radio schedule. I am hardly proposing a silver bullet, but someone has to start somewhere with something. There is no doubt about the significance of streaming audio and what it could mean to advertisers. Mediasmith's clients include BabyCenter, CBS MarketWatch, Eidos Interactive, LuckySurf, Western Union, and WebMiles.