The Fusion of AI and Broadcasting

The convergence of AI and broadcasting is a powerful blend of data-driven insights and creative storytelling. AI’s ability to process and analyze massive volumes of data in real-time has redefined the way advertisers understand their audience. Broadcasting, with its wide-reaching platforms, provides the perfect canvas for AI to paint personalized and engaging advertising experiences.

Personalized Advertising: The AI Advantage

Gone are the days when advertisers could rely on generic ad campaigns to capture attention. AI’s prowess lies in its ability to understand and predict individual preferences based on user behavior. By analyzing data points such as browsing history, social media interactions, and past content engagement, AI enables broadcasters to tailor advertisements that resonate on a personal level. This shift from generic messaging to hyper-targeted content has led to a paradigm shift in viewer engagement.

Predictive Analytics for Targeting

The marriage of AI and broadcasting empowers advertisers to not just understand the present but also anticipate the future. Predictive analytics, fueled by AI algorithms, decipher patterns and trends from historical data to forecast viewer behavior. Armed with these insights, broadcasters strategically position their advertisements, ensuring maximum impact and engagement. This predictive approach redefines how advertisers make real-time decisions to optimize campaign effectiveness.

Enhancing Content Creation

AI’s influence extends beyond targeting and analytics—it’s making waves in content creation as well. Automated tools driven by AI are capable of generating ad copy, designing visually appealing graphics, and even composing music that aligns with the desired campaign mood. This marriage of creativity and technology streamlines the content creation process, enabling advertisers to focus on the core message while AI handles the details.

Real-time Analysis and Optimization

One of the most exciting aspects of AI in broadcasting is its real-time adaptability. Advertisers can monitor the performance of their campaigns as they unfold, gauging viewer reactions and engagement metrics. This real-time feedback loop empowers advertisers to make on-the-fly adjustments, optimize content delivery, and pivot strategies—all with the goal of maximizing the impact of their campaigns.

Voice and Visual Recognition

With the rise of voice-activated devices and visual recognition technology, AI has unlocked new realms of interactive advertising. By harnessing these capabilities, broadcasters can create advertisements that respond to user commands, gestures, or even facial expressions. This interactivity not only elevates engagement levels but also creates a deeper emotional connection between viewers and brands.

Challenges and Ethical Considerations

As with any technological advancement, the integration of AI in broadcasting comes with its fair share of challenges. Data privacy and algorithmic bias are among the chief concerns. Striking a balance between innovation and ethical responsibility is crucial for building trust among viewers and stakeholders. Advertisers must remain vigilant in upholding transparency and ethical standards as they harness AI’s capabilities.

The Future of AI in Broadcasting

The journey is only beginning. AI’s fusion with augmented reality (AR) and virtual reality (VR) promises to shape the future of media advertising. Imagine interactive advertisements that transport viewers into immersive digital worlds, where they can engage with products and experiences like never before. AI’s role in the broadcasting landscape will continue to evolve, driving innovation and redefining the boundaries of viewer-brand interactions.

In conclusion, Artificial Intelligence is not just reshaping media advertising; it’s reimagining the storytelling capabilities of broadcasting itself. The synergy of data-driven insights, personalized content, and real-time adaptability empowers advertisers to engage viewers on a profound level and drive tangible results. However, as we navigate this transformative landscape, it’s imperative to embrace AI’s potential while upholding ethical and privacy considerations. The future of media advertising is unfolding before our eyes, and AI is steering the way toward a new era of engagement and creativity.

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Fast forward twenty-five years and the agency is now celebrating their Silver Anniversary. Hale is quoted
as saying “experience, some luck and hard work helped quickly grow the agency.” “Having been on the
sales end, and as a startup media buying agency, we began to concentrate on remnant media space,
whereas thousands of ad units go unsold on premium tv channels, radio stations, and broadcast
networks. Our approach soon started an industry revolution in terms of liquidating these unsold ad
units at huge discounts, generating revenue for not only the networks, but also delivering unprecedented
rates for our clients. It was and still is a win-win.”
Twenty-five year later, and Hale and her team of experts are still going strong. The organization has
exponentially increased their client partner portfolio and continues to innovate and evolve with each
challenge or success that it faces.

But like most 25-year-olds, the agency has only just started to reach its full potential. “Marketing never
stands still, and you need an agency that will keep you ahead of the curve. Our agency has stayed far
ahead of the learning curve, adding more services for our clients in an ever-growing and evolving
industry.” Hale added.

Media Partners Worldwide looks towards the future with enthusiasm and optimism. “Seeing our clients
and team members achieve their goals has always been a great source of pride for me,” said Hale. “This
year we celebrate 25 years of imagination and innovation. The natural next question is, ‘What’s next?’
Our answer is 25 more.”
For more information, please visit https://www.mediapartnersworldwide.com/

For Press Inquiries
Deidre Murphy, Vice President of Marketing & Client Growth
Phone: +1 774.268.0710
Email: [email protected]

https://apnews.com/press-release/newswire/business-media-media-buying-37f5f70daedd0ec155a7285ceed5cbe7

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A Glimmer of Hope for Small Businesses?

Small businesses are the backbone of our economy, generating 44 percent of U.S.
economic activity and employing half its workforce. With Inauguration Day here,
small business owners and entrepreneurs should be aware of how the new Biden
administration will affect them. Of course, the immediate concern is addressing the
pandemic effectively by providing relief with grants and loans. However, long-term
effects, such as tax increases, wages, and shifts in Chinese policy, will also make a
substantial impact. Here is what to potentially expect from the Biden administration if
you maintain a small business.
FIGHTING COVID-19
Battling the coronavirus is Biden’s #1 priority. More than 400,000 small businesses have
collapsed since the crisis began. Until the FDA-approved vaccine resolves this
tumultuous era, small business owners can expect new stimulus through the Paycheck
Protection Program (PPP). The Biden campaign promises immediate action to extend
relief to struggling small businesses and also plans to provide accounting and legal
advice, which may provide the much needed edge to compete with more prominent
companies.
MAIN STREET VS WALL STREET
Main Street is a colloquial term referring to small businesses as the polar opposite of
Wall Street. The new administration will likely shift focus from Wall Street’s economy to
Main Street, as stated in the Biden election campaign. The President-Elect plans to
increase individual and corporate taxes, but this increase will primarily affect large
corporations and citizens earning over $400,000/year, while 86% of small businesses
make less than $100,000.
LONG-TERM EFFECTS
● Research suggests no correlation between minimum wage increases and a rise
in business failures. If anything, the evidence leans towards the opposite.
● The China-United States trade war is likely to end with the new administration,
which would decrease production costs through outsourcing.

The new Biden administration brings a new sentiment of hope for small businesses and
entrepreneurs, especially in the form of short-term relief. However, more action can be
taken by business owners to ensure their financial success by advertising to potential
customers. Most consumers claim to purchase products/services discovered on radio
and television broadcasts. Therefore, if you’re a small business owner or an
entrepreneur, invest in your business’ future by contacting us.

We specialize in securing the best rates possible in order for you to see the best ROI and spend your advertising dollars wisely.

The post Biden’s Administration: A Glimmer of Hope for Small Businesses? appeared first on Media Partners Worldwide.

Covid 19 has quickly changed our lives and as we emerge and try to get back to normalcy, a lot of the adaptions forced on us will continue and be our new norm.

• Consumers will stick closer to home. Less foreign travel predicted, at least for the next year and more short trips to National parks, local casinos and short getaways with less noise and people will be preferred. The popularity of road trips and the sale and rentals of RVs will continue to trend up.

• Voice control technology use growing. Virtual assistants, like Amazon. Com and Alexa have a new draw, as voice control technology limits the need to touch a surface so much. In this case, safety has shifted to be more important than privacy.

• Online learning will increase. As younger generations worry about their future, e learning rises. This generation will work to increase their skills and becoming more competitive in the job market. In addition, there will be more parents opting for online schooling versus traditional classrooms. This is a huge opportunity for e-learning companies and new players in online courses.

• DIY gains ground. The new interest in baking, cooking, sewing, and painting are not expected to disappear with the virus. Plus, more people are opting to remodel and fix their own house. More consumers have gained confidence in learning from Utube videos, podcasts or TV shows and it has made people more self- reliant.

• More comfort in digital offerings. If consumers were not comfortable with ordering groceries digitally, they have had to embrace it, with more people buying most everything they need online. Online banking has increased and more doctors and medical providers are offering camera sessions for non emergency situations. A trend that is sure to continue.

• Flexible and modified work arrangements. With so many people getting used to the convenience of working from home, the shift to more flexible work arrangements will continue, as employers realize it’s not necessary to have everyone work full time in the office to get things done. Zoom Calls have replaced meetings and decisions are being made quicker with less bureaucracy. This new workplace means more time and money for many workers. Time

is saved not commuting and allows employees to save money on childcare, maintenance and fuel for vehicles, work clothes, dry cleaning, etc. Giving more time to cook meals and do it your self projects around the house.

What this means for your media buys is that more people will have more time in front of the TV watching their favorite shows and movies, more time in front of the computer engaging in social media, including Facebook, Linked in and Next Door or at home listening and steaming radio and podcasts.

The post Predicted Consumer Trends that Will Endure Through COVID19 appeared first on Media Partners Worldwide.

We see that the stock market is down. This is a reflection of the significantly reduced economic activity. People are stocking up on essentials and trying to stay home as much as possible. Restaurants are offering take-out and delivery only, if not closing doors completely. Major metropolitan cities are implementing city-wide lock downs, closing bars and other places where large groups of people are gathering. Many large companies are having their employees work from home until further notice. Students are transitioning to online classes.

The question that marketers are constantly asking is, “Where is my audience?” This question is relevant now more than ever. Audiences are shifting and the way the general population is operating has changed almost overnight. So, what does an increase in remote workers mean for advertisers? It just means that our audience is in a different place!

Nielsen Scarborough USA+ reports 90% of Americans working from home listen to AM/FM radio. People are clinging to any sense of normalcy they can find nowadays. Listening to radio can provide this sense of comfort, that things aren’t completely upside down.

“AM/FM radio is the soundtrack of the American worker regardless of where they sit,” Chief Insights Officer at Cumulus Media & Westwood One, Pierre Bouvard, states. Share of listening studies see at work listening at 68%. This number jumps up to 75% at home. This study was conducted on people 18 and up in age during 2019.

An interesting insight seen in this table is the drop in engagement on other platforms at home. This can be attributed to people having other services on in the background.

A recent MARU/Matchbox report shows “…only half of at-home Pandora and Spotify listeners can actually hear the ads.” On the other hand, AM/FM radio ads are heard 83% of the time from at home listeners.

Data from smart speakers shows the prominence of radio listening. AM/FM radio is the number one activity in terms of share of time spent, holding 24% of the share. This is 60% larger than Amazon Music’s 15% share.

NuVoodoo came out with a very recent study showing the consumption trend for radio as Americans tune in for more updates on the pandemic. The study shows 27% of those surveyed claim they are listening to radio more during the pandemic and 37% say they are using it for local market updates.

So, what’s the take away? The take away is that your audience is still there! Engaged now more than ever!

Communicate how your product/services will be augmented in accordance with the pandemic where your audience is actually listening. The key here will be to frame how your brand can help. 

Call us for great deals on remnant so we can help you realign your brand get back in touch with the world during these turbulent times. 562-439-3900

The post What Does Corona Virus Mean for Advertising? appeared first on Media Partners Worldwide.

Now that advertisement length is known to not drive a significant impact on the performance of the spot, attention can be turned to finding other ways to optimize audio advertisement performance. Three best practices were identified.

1. Less messages leads to better recall!

Millward Brown, a global leader in brand strategy consulting, advertising development and optimization, media effectiveness, and brand equity research, reports that more messages in an ad leads to a lower likelihood of a single message being recalled. Powerful numbers are provided to prove this point. The first message of an ad with four total messages only has a 43% recall rate compared to an ad with a single message.

This makes sense once you think about it. Cramming a bunch of messages into an ad makes it harder to remember anything that was in the ad. A 15 second ad with one message will likely perform far better than a 30 second ad with three messages.

Instead of taking a 30 or 60 second ad as an opportunity to say everything you can about the brand, take that time to communicate one central idea in an entertaining & memorable way. Think about Snickers’ advertisements. “You’re not you when you’re hungry.” One central idea that is communicated in a consistently entertaining & attention grabbing way. Time is not wasted talking about taste, size, packaging, price, or the myriad of messages they could communicate. Instead, the message is just to eat a Snickers when you’re hungry. Now that’s memorable.

2. Prioritize brand building, not sales activation 

The Head of Effectiveness at adam&eveDDB, Les Binet, and Peter Field, a Marketing Consultant, studied the Institute of Practitioners in Advertising (IPA) database of case studies to prove this point. They explain that sales activation campaigns focus on customers who are likely to buy in the very near future which is accomplished by leveraging existing brand equity to drive sales.

They make the analogy that sales campaigns are like carbs; they produce a sugar rush-like  short term sales boost followed by a crash. Sales campaigns are easy to measure because results tend to be immediate and direct.

Similarly, branding campaigns are compared to protein; a sustainable and long lasting source of energy. Brand building is more difficult and requires greater investment, however, it is critical. This involves the process of creating mental associations and beliefs that ultimately leads to the preference of one brand compared to the next. To build a brand, mass media like television and radio are necessary. This is because the objective is to communicate to everyone in the category, not just people in the market right now.

The difference compared to sales campaigns is that brand building sales effects grow and compound, becoming a main driver of long term growth. The ideal mix of sales and branding campaigns should be 60% branding and 40% sales. This makes sense because that means more brand equity is being built than being spent on sales activation.

3. Focus Creative on Emotional Claims Instead of Rational

This may sound backwards, but let’s stop and think about it. Becoming top of mind for consumers is an issue of reach. Creating brand likability and understanding is the product of good advertising. Does this sound like a feat that is accomplished through dumping facts or telling a captivating story that touches the heart?

The Binet & Field analysis reveals that emotional branding performs more strongly across all metrics, including: awareness, commitment, trust, differentiation, fame, and image. Emotional advertising and storytelling creates bonds and associations more efficiently than throwing a bunch of facts about the brand or product at the audience. Naturally, these efficiencies translate to an increase in the bottom line. Creating emotional bonds with the target market yields higher long-term sales, share, pricing power, and loyalty.

To sum up, it’s not the spot length that matters. Focus on the number of messages, branding and sales mix, and emotional claims in your audio creative.

Give us a call 562-439-3900 so that we can create high quality audio creative for you and get you great deals on media placement!

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According to Nielsen,  Radio is still the #1 reach medium, and has held its top position consistently for 16 quarters. Moreover, mobile devices, streaming, and podcasts have fueled the demand for content that can go wherever the consumer goes.

So what trends do we see in 2020?

Fragmentation of all media not affecting radio

Radio may be the king of mass reach, but it also commands a majority of our attention. In Nielsen’s Total Audience Report Q2 2019, time spent with radio among adults 18 and older is nearly 12 hours per week, while adults spend just under six hours a week with their TV-connected devices. They say we’re living in the golden age of TV, but there are only so many hours in a day one can set aside for binge-watching. Radio is there to entertain and inform when you are in your car, at the gym or wherever you go, helping to keep AM/FM radio as the #1 in-car entertainment choice.

Political Season with News/Talk driving the listening

Even though, pop music and country is reaching more of the younger audience, News/Talk was by far the most listened to genre last year according to Nielsen with a 9.5% share of listeners among persons 6+ in 2019. Though it’s held the top spot among general audiences for almost a decade, listening typically spikes around key election years, and 2020 will be no different. Radio has proven itself as a trustworthy resource for consumers who want to stay informed at the global and community level, and as usual, radio will not disappoint.

Looking to reach loyal, highly-involved listeners? Media Partners owns inventory on many News/Talk network that are jam-packed with top stations across the country.

Demand for Attribution on Radio

Attribution is a buzz word for 2020 and  what everyone is looking for and wants with radio/audio.advertising has made it easy for marketers to precisely track campaign response, and that granular level of detail has raised the bar for other media platforms. At Media Partners Worldwide, we provide our ADTRACTION software so we can measure and pinpoint how your campaigns drive traffic to make smarter creative and media buying decisions, so you can get the most of your dollars spent.

Radio is still relevant as a medium for many advertisers, with less fragmentation, more attention and now attribution is possible.

The post Radio is Still Thriving in 2020! appeared first on Media Partners Worldwide.

Many big players in the television world are on board with the change. This includes NBC, CBS, ABC, and other television media giants. Ratings got the job done in an era of limited media platforms, but simply won’t cut it in today’s fragmented and measurable media landscape.

The problem that the TBA is trying to solve stems from the local TV market being based on cost per rating point. This is calculated by taking a program’s Average Quarter Hour Persons and divides them by the population. This is called a rating. These ratings are shrinking. An impression-based system solves this problem by providing more granular measurement that minimizes ratings compression. Costs would then be based on a cost per thousand impressions system. The bottom line is to give media sellers more power when it comes to pricing and simplify the job for advertisers when they are buying media by having everything on a common metric. A large part of this transition is educating key stakeholders on the benefits of the switch.

Now, the radio industry isn’t just closing their eyes and covering their ears while all of this is going on. Brad Kelly, Managing Director of Nielsen Audio says, “Advertisers are telling us having a commonality of metrics would ease cross-media planning and buying, and help remove friction from their processes.” Kelly is not the only decision maker for the whole industry of radio. There needs to be a consensus in the marketplace for any change to start being implemented.

As of now, there are no signs that radio is either for or against a change in metrics in their respective industry. However, one can only imagine they are feeling the pressure to innovate as they watch their fellow traditional media giants make the switch.

Industry leaders like Tom Langmyer say, “TV and radio are the only mediums that typically don’t transact based on CPM calculations, but we have the data.” A metric that can highlight the value of using radio as an advertising platform could be exactly what the industry needs. However, radio “must continue to sell integrated marketing plans, sponsorships, events, and unique experiences that aren’t valued solely on impressions. That’s where smart sales and marketing people provide even more value,” Langmyer states.

This transition allows for simplification when buying and selling media, accurate targeting and evaluation, less friction in media planning. Is this decade going to be the comeback for TV and radio? 

Let’s chat about it! Call us at 800-579-3031

The post TV Shifting to Impressions Measurement… Will Radio Follow? appeared first on Media Partners Worldwide.

1. Target market access: with the one billion monthly users mentioned above, combined with social media’s ability to communicate personable messages, this is a great medium to find your target audience.
2. Intuitive: Instagram’s user interface is powerful and simple. There is no learning curve or training necessary. For the most part, you can jump right in and get to work. 
3. Free: It costs nothing to make an Instagram, publish content on it, and see an endless amount of content. There is also an option to do paid advertising on Instagram as well. The core functions are free, though. 
4. No equipment necessary: Smartphones are sophisticated enough that an expensive camera, studio, or any other content production tools are not necessary. Creativity, patience, and the slightest photography know-how will get the job done at superb quality
5. Automation capabilities: Adding another platform to the marketing mix can sound like a lot of extra work, but it really isn’t thanks to recent developments from Facebook, Instagram’s owner. There are automation dashboards that allow Instagram posts to be scheduled ahead of time, in bulk with tools such as Buffer, Hootsuite, and Sprout Social. 

To summarize, start using Instagram in your marketing plan because it’s free, easy to use, doesn’t require fancy equipment, and your target market is on there! 

Next, learn how to optimize your Facebook marketing campaign!

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1. Authenticity is Essential

2. We Want an Experience

3. Stay Relevant

4. Collaboration

5. Communication and Connection

Wrap Up

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