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RAB Research Archive

Quit selling spots, sell audience



Advertisers have always wanted to reach a targeted audience with their messages, but with the rise of programmatic buying, there is more focus than ever on audience rather than the advertising medium. Even Small and Medium Businesses (SMBs) are becoming aware of programmatic buying and according to presenters at the Borrell Online Local Advertising Conference this month, 1 out of 4 SMBs are interested in placing programmatic buys.

Conduct more in-depth research and CNAs for each of your advertisers. Pull local qualitative research on your station -- or if unavailable, use national radio format qualitative available from RAB here. Present the perfect match of your audience and the client's targeted customer.

For the definition of Programmatic buying, see the Glossary of Digital Terms here.

Source: John Potter, RAB





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