Broadcasters are urged to step up their online efforts to offer advertisers new options, including better video and search applications that are hyper-local.
Broadcasters have a unique opportunity to woo advertisers with their online capabilities, like creating and showing professional-quality videos that go beyond most local businesses’ means, industry watchers said Thursday at BIA’s Winning Media Strategies conference in Washington.
“The problem with lots of local business is they still have videos that are like brochures,” David Carberry, president and founder of Local Roll Call.com said. Video, like search engines and other online options, are powerful resources for local advertisers — and broadcasters have only to gain by offering them.
“I think it’s really crucial that clients know about all of this,” Carberry said.
Carberry addressed advertisers’ growing use of video, mobile and location-based search applications — and how that trend is affecting broadcasters — as part of a panel on the subject.
The panel, which included John Kannapell, SVP, AOL search and directional media, and John Meyer, director of new media at WTOP Washington, which includes a major Web component with its radio stations, agreed that broadcasters do have opportunities to capitalize on consumers’ — and advertisers — growing penchant for various search engines, particularly those that are locally oriented.
Information from broadcasters, for example, helps feed AOL’s hyper-local city guides, which use freelancers to fill the gap in coverage in markets that don’t have stations, he said.
“We partner with a lot of broadcasters to aggregate content created by third parties,” Kannapell said.
Carberry said sales people need to fully understand the potential of all advertising platforms if they are truly going to help clients reach consumers.
Broadcasters also can develop resources, like local search engines, that can help consumers find the information they want while giving businesses more opportunity to advertise.
“People come to a radio station for information,” he said. “If you can provide news and weather then there is an opportunity to say which are the best restaurants in town.”
Truly meeting the needs of clients — and maximizing interactive space — first, though, means that sales reps are retrained to think on a strategic, multi-platform premise, since local businesses have a hard time understanding the changing marketplace as well.
“There is a lot of misinformation out there on the sales force side,” he said. “They need to be able to tell businesses why they should advertise on that TV station’s portal.”