Are agencies going to embrace automation or get left behind?
We often talk about how hot audio is, but you might be surprised by radio's renaissance. After all these years, radio still dominates the reach game with a seldom noticed advantage over other mediums — even television and the internet behemoths. Ninety-two percent of Americans tune in to radio each week compared to 89% for television. And that’s before adding other audio advertising formats to the mix.
Jelli’s automation allows you to reach that impressive 92% figure in minutes. Jelli SpotPlan is the only cloud-based platform with the ability to reach more than 245 million people monthly. Let’s compare that to some of the companies you are used to hearing about:
- Jelli: 245 million people monthly
- Google: 241 million people monthly
- Facebook: 204 million people monthly
IT’S MORE THAN REACH
But it’s not just reach and scale that sets us apart.
It’s about transforming the entire broadcast radio industry through automation and helping agencies and brands embrace the change.
We all know the reasons why agencies are under fire. Consultancies are encroaching on their business. Brands are taking their business in-house. Budget-conscious clients are applying too much pressure. The list goes on.
After Publicis announced its recent earnings, CEO Arthur Sadoud said, “I reiterate, if necessary, that our market has been facing major challenges and transformation has become a necessity for all.”
If agencies want to keep up with the changing times and transform their business, here are two questions that they must answer as it pertains to audio:
WHO IS RESPONSIBLE?
It’s clear that agency C-Suites see the need for automation across all mediums, but agencies are big corporations with bureaucracy and people protecting their turf.
So, who is responsible for the overall big picture health of the agency in order to make this change? Who has the ability to make the decisions on when and how to automate audio advertising?
Is it the Chief Investment Officer? The Chief Operating Officer? The head of traditional radio/audio buying? Or, because of the technical nature of a platform buy, is it the digital teams and trading desks?
HOW FAST CAN THEY MAKE THE CHANGE?
It’s important to know who is responsible for transforming the agency, but the bigger question is how long will this take? With all of the challenges that agencies are facing, the move to automation is taking too much time as it is.
This isn’t change just for the sake of moving things around or making it look like things are being done.
This transformation comes paired with an incredible ROI. There’s real value in the Jelli platform from efficiencies in both time and money as well as the real-time data and analytics that allow for instant buying and accountability.
Audio is hot, yes, but the combination of audio and the transformative powers of Jelli are out of this world. To quote Mickey from Rocky II, “Well what are we waitin’ for?”
About the author: Rich Knopke comes to Jelli with 20 years experience in digital. Rich has a track record of driving revenue growth and building successful teams for leading media giants and successful startups. He was most recently Chief Revenue Officer at Genesis Media where he was responsible for all managed service and programmatic revenue for the company. Prior to Genesis, Rich was Senior Vice President of Sales at Gannett/USA TODAY and also held leadership positions with the digital divisions at NBC Universal and The Wall Street Journal. Most notably, he helped build revenue and the sales team at Tremor Video, which ultimately led the company to IPO.
