The University of Florida College of Journalism and Communications operates one of the busiest and most complex broadcasting operations in the country. In addition to its academic mission to educate the next generation of media professionals, it operates two television stations and five radio stations. Find out how WideOrbit’s WO Automation for Radio keeps every one of the College’s stations on air and sounding great
All posts by Shawn Roberts
Is your team using research to achieve its ad sales potential?
Great ad sales teams know that combining syndicated research and WO Media Sales is a great way to build powerful proposals. Keeping the team up to date on software and research best practices can be tricky, especially when there’s employee turnover. Without a training program, a team of high performers might be back from their full sales potential.
That’s where we can help.
Earlier this year a station group asked us to customize training sessions. It wanted to refresh their teams’ expertise on the best ways to use WO Media Sales for appealing, research-infused proposals.
“Their stations felt like they spent too much time getting proposals together and then leaving money on the table in negotiations,” said WideOrbit Sales Manager Jamie Bolton. “They knew there had to be a better way.”
In our new downloadable case study, read about how re-training sessions with WideOrbit helped this station group grow its ad revenue and sales team efficiency.
After working with us, “Account executives felt better prepared to be in front of their clients because they could create data points on their own and make better deals,” said April Keul, a WideOrbit Account Manager. “Literally, you’d have thought the gates of heaven opened up!”
Learn how a custom training session can open the gates for your team, too.
Every day ALM delivers news, data, analysis, marketing solutions and events to discerning audiences yearning for information on the right platform in the right format at the right time. Its complex portfolio of marketing services and publications engages professionals in the insurance, finance, legal, management consulting and commercial real estate markets.
While its advertising operations teams are centralized, ALM has multiple teams that sell advertising and sponsorships across publications and events. Basic operations like managing inventory, executing orders and invoicing clients were challenging, and now the company was adding products and entering new markets.
ALM needed to simplify. It needed faster workflows and efficient systems to decrease its time and effort on order management. WideOrbit and ALM were introduced and began work on implementing WideOrbit’s order management system, WO Digital Hub. Working closely with ALM Chief Digital Officer Dave Saabye, WO Digital Hub was integrated with many of ALM’s key existing systems – from CRM and accounting databases to email and ad servers.
WO Digital Hub simplifies ad sales across media formats for companies like ALM. Download our case study to find out how we help media companies like ALM take control of its advertising business, manage inventory and account for its success.
ADO assesses advertising commitments and Nielsen quarter-hour ratings with sophisticated algorithms to determine the optimal placement of every spot from millions of possible combinations. After running the spot, the software reports the financial benefit of using ADO to the network’s traffic and financial teams.
Radio Interchange is an automated solution for managing network and barter advertising at stations running WideOrbit’s widely-deployed WO Traffic platform and Counterpoint Software for log information and certificate of performance submission.
The integration of CoreBuy TV, CoreDirect and WO Programmatic TV produces the TV industry’s only programmatic direct response ad buying solution to automatically deliver offers from media buyers to broadcast TV station traffic systems for approval, execution and invoicing. The companies plan to add the capability to plan and purchase cable network inventory soon.
WideOrbit has introduced a new booking calendar in its WO Digital Hub digital order management system. The drag-and-drop graphical interface enables publishers to easily place, manage and invoice advertising sold into multiple digital properties.
The selection of WideOrbit was the result of a search to identify sales and traffic solutions for supporting Entertainment Studios’ ad sales team to meet and exceed the proposal, execution, audience delivery, and invoicing standards expected by most media buying agencies.
Townsquare Media, Inc. (“Townsquare”) will deploy WideOrbit’s WO Traffic platform at all 310 of its radio stations. In addition, Townsquare plans to implement WideOrbit’s WO Traffic – Digital Orders to manage its audio streaming and web site advertising, WO Streaming for audio streaming operations and WO Analytics for business intelligence.
Townsquare’s installation of WO Traffic will be WideOrbit’s largest-ever deployment of its traffic platform at a single radio station group. Townsquare is the third largest owner of radio stations in the United States by number of radio stations owned. In addition to its portfolio of 310 radio stations and 325 local web sites in 66 U.S. media markets, the company operates approximately 550 live events, a digital marketing company and one of the nation’s largest digital advertising networks.
Simulcasting is rapidly becoming the preferred business model for radio stations to drive a streaming digital audio business alongside their core broadcasting business.
It’s popularity is growing fast because it frees stations to serve out-of-market listeners with different station content and ads. Stations can opt to serve its broadcast content and advertising to in-market listeners over the air or to their internet-connected devices.
Why stations should simulcast
Stations with the potential for significant listenership outside their home markets can benefit from simulcasting in three clear ways:
- Grow revenue by monetizing local and national audiences, either separately or in aggregate. Nielsen’s Total Line Reporting program lets stations add together their streaming and broadcast audiences for higher ratings. Station sales teams then gain the option to sell ads against their total audience or local and national audiences separately.
- Give advertisers more options to reach listeners and increase audio campaign efficiency. Spots are heard no matter what device a listener uses to access the station’s content. It also eliminates the potential waste of delivering ad impressions to listeners who live in areas where they can’t purchase the products or services being offered.
- Streamlined station operations. There’s no need for stations to hire ad traffickers to specialize in digital advertising nor will existing team members have to learn multiple workflows for trafficking different kinds of ads.
How simulcasting works
Let’s look at a scenario for a station operating in Seattle. In the illustration below, you can see that the station airs its audio from a broadcast tower to its local broadcast audience. It also streams with WideOrbit’s WO Streaming platform from servers to listeners who access its content from the internet.
The station’s broadcast content and ads are delivered to Seattle metro in-market listeners – represented by the dark green icons at left in the illustration – through their radios, car stereos and other traditional devices. On the right, the streaming server delivers content to devices to listeners both in Seattle and outside of the local media market. Whether the in-market Seattle audience listens from car stereos or phones, they hear the same content and same ads in the same order.
Based on its IP address, the station can make changes to the content flow to better serve non-Seattle listeners and advertisers, like replacing ads for local brands with internet-specific or national ads. This makes a more relevant and engaging listening experience for out-of-towners, who don’t get value from promotions about Seattle-based businesses and products.
How top stations are using simulcasting
Tim Murphy, VP of Digital Strategy and Enterprise Platforms at Entercom, said during a recent WideOrbit webinar, “For local sellers, simulcasting has been a win. They see an increase in ratings and get credit for people listening on different devices in different parts of the world in addition to our broadcast audience.”
“Advertisers feel good about reaching all listeners regardless of what kind of device they’re listening through. And it has simplified our operations quite a bit. We were dynamically inserting ads into the local broadcast before we switched. That created a relatively significant amount of administrative work and processing and traffic in continuity. That’s been eliminated.”
To learn more about simulcasting and how WideOrbit helps stations grow revenue and delight audiences with the latest in digital audio streaming technology, contact us at email@example.com.
This post was adapted from a recent WideOrbit-RAIN News webinar on simulcasting featuring executives from Entercom and Nielsen. Click here to listen to the full 60-minute presentation, including a discussion on how Nielsen’s Total Line Reporting program enables stations to monetize audiences listening online from anywhere in the world.