At this stage, it is time to validate the campaign developed with the client, either with the advertising agency or in the internal marketing department.
This is the time to explain to the client the importance and weight of the chosen vehicle, explain the importance of the investments and what is expected from each of the actions defined in each vehicle.
For radio ads, for example, this is when the marketing department or agency approves with the client the type and format of audio that will be broadcast, the quantities on each station, among others.
At this stage, after all the study qatar email list planning and development of each advertising campaign, the insertion order – PI is made , that is, the purchase of advertising space on the broadcasters.
At this point, based on all studies on the target audience of the campaigns, the best times to insert the ads are chosen, as well as how many times per day, with the aim of reaching the largest possible share of listeners. In the case of supermarkets, for example, where seasonality is used, this is when the date and duration of each campaign are determined. A campaign may involve more than one spot. Other contracts are monthly, so the replacement of spots may change according to the client's determination.
Distribution of your spot on the radio
Once everything is in order, adjusted and finalized, it is time to distribute the spots to the radio stations and the promotional materials. Once delivered, it is necessary to have control to know who viewed, opened and downloaded the spot. Did it reach who it was supposed to? Was the spot replaced?
And it is at this time that technology can make the work of agencies and advertisers much easier, especially those who work with campaigns with high turnover, such as supermarkets, pharmacies, restaurants, agricultural companies, clothing, among others. Audiency allows the generation of a complete report with the time of opening, download, viewing, among other information. It is the control of the results in the palm of your hand.
Spot Tracking and Monitoring
This step is essential for evaluating the entire investment made in the campaign. Knowing your campaign data is essential and helps to validate the investment made, correct errors along the way and ensure that 100% of the contracted amount is delivered.
For this, the Audiency platform is an essential tool. Among its success stories, one that stands out is that of a credit union that, after contracting the platform, began to observe a significant increase in results.
In the first month of services, it was observed that, of the number of spots contracted, only 75.9% were broadcast 100% correctly. 1.5% were executed outside the range and 19.6% were not identified. Three months after contracting the platform, the company obtained 16.3% more executions than contracted.
Another example of the use of the platform as a tool for monitoring results is the case of the Supermarket Chain . Last September, its campaign had 71% of views within the contracted range, 3.4% outside the range and a deficit of 24.9%. This data was obtained by the Audiency platform and allowed for an adjustment in the campaign.
After this intervention, in the following December, the number of showings within the contracted range rose to 89.4%, with an extra 3.9%, with the aim of compensating for the shortcomings in what was contracted.
Did you see how the Audiency platform can help you be successful well before you launch?
We have a highly committed team to provide the necessary support in steps 5 and 6. In addition, of course, to analyzing the data in real time while the campaign is live.
By using Audiency in your process you guarantee: Zero financial loss with full Return on Investment, Agility in processes, Instant information (real time), Data transparency and cutting-edge technology with a fully automated system to distribute and monitor your campaigns.
Want to learn more about how Audiency solutions can help your company achieve better results in your radio campaign? Talk to one of our consultants!