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Peter McPartlin , strategy director, Carat Ireland

The true value of radio in a digitally-centric world. Peter McPartlin , strategy director, Carat Ireland. Your questions. How radio can add value for clients rather than dropping rates; How radio can keep prices up when every other media is cutting them;

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Peter McPartlin , strategy director, Carat Ireland

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  1. The true value of radio in a digitally-centric world Peter McPartlin, strategy director, Carat Ireland

  2. Your questions • How radio can add value for clients rather than dropping rates; • How radio can keep prices up when every other media is cutting them; • How radio can tackle advertising in print & online and ensure that it is included in the media plan; • How to balance the expectations of clients, agencies and auditors alongside the demands of station owners; • How is radio valued now by marketing/brand management

  3. The true value of radio in a digitally-centric world

  4. The radio sales model is broken

  5. On growth & profits On marketing investment & shareholder return On income, spending & sentiment On funding for reinvestment in content On income & resources

  6. The position of media as a subset of advertising is changing

  7. The reality for consumers is that Advertising is a subset of Media

  8. Talk About Talk To Talk With ENdorse ExPerience Exposure Bought Media Earned Media Owned Media

  9. What does this mean for Radio?

  10. What are clients looking for? Connected solutions Scale Innovation Accountability

  11. national Share sponsorship packages peak off-peak SPOTS reach PROMOTIONS CPT AQH local 7

  12. “ “ Strong brands are created and sustained by the strength of their relationship with consumers. Mark Baynes Kellogg’s Global CMO

  13. Hearts & Minds New Behaviours

  14. How ‘contact’, ‘context’ & ‘content’ can be brought together

  15. Reinvent the way in which Radio sells

  16. Measure relationships Rethink JNLR Revamp sales Encourage innovation Embrace digital

  17. What radio does well Thousands of people, one at a time

  18. Thank you for listening

  19. The true value of radio in a digitally-centric world

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