RAB Insights

RAB Research Archive

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.

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.

Source: John Potter, RAB