Programmatic requires relationships
As programmatic buying spreads from digital to traditional media, the relationship radio salespeople have with clients will be more important than ever.
Source: John Potter, RAB
Being a marketing consultant, helping advertisers understand all media and providing tips and ideas for clients' businesses beyond advertising are the fundamentals of a professional relationship.
If an advertiser has the ability to turn to a keyboard and place an advertising buy on any medium, having a relationship will elevate your products above the others. Now is the time to strengthen your relationships before programmatic buying expands to radio.