More from the new RAB/Borrell report which says stations are becoming less dependent on banner ads and selling other forms of digital advertising. We asked Gordon Borrell to expand on exactly what radio stations are now selling that’s helping them become more successful bringing in digital dollars.
Borrell told Radio Ink, about one-third of all stations are selling digital services, which is a high-growth category that includes social media management, SEO, and website design/development. He says video advertising and sponsorships of news/weather/sports apps and of certain digital content is growing as well.
Regarding the companies that are doing it very well, Borrell says he put Entercom, Cox, and CBS at the top of the list. “There are a number of smaller groups like Delmarva Broadcasting and Bold Gold Media in Pennsylvania that are doing some remarkable things as well.”
The “death” of banners will always be reported, but they’re not dying. Banners are being reinvented constantly. Especially with rich media, there are new banner-type formats that are just ridiculously awesome. We see it with established ad platforms (consider Abstract Banners from Airpush.com, for example), and we’re seeing it more and more with startup ad platforms (that you probably haven’t even heard of) that want to take a bigger piece of the mobile ad pie from ad platforms like AdMob that, frankly, haven’t been the biggest innovators of late.