In today’s broadcast media environment, you can’t sell only broadcast airtime ads. Diversification in local ad spend requires radio stations to offer a mix of tactics, including radio, O&O (owned and operated) and digital. The mechanics behind this often cause inefficiencies and lack of transparency. However, technology now enables radio and digital ad proposals in one system.
Although many claim to have such a feature, this capability isn’t widespread. In reality, one solution provides for a multi-tactic proposal — Marketron NXT and its integration with our traffic software. The drive to do more with less has impacted every station. Any efficiency gains and operational improvements support this. Find out how.
The Current Challenges with Efficiency and Transparency in Local Ad Proposals
Without a solution for radio and traffic proposals in one spot, sellers spend too much time in the swivel chair. They have to access software separately to define the ad campaign. Often, they then must take this information and copy it to a proposal template. It can take hours for one proposal.
If salespeople are down in the weeds, they aren’t doing what they do best — building relationships with customers. This could be a blocker to your sellers reaching their goals if you require a certain number of proposals per month.
Transparency can also be a concern. When proposals aren’t consolidated, there can be confusion in the sales process regarding final costs. With a unified proposal, there’s clarity around all fees associated with all tactics. It ensures that all costs are presented as one.
A sophisticated digital proposal also provides full visibility around targeting, including geography, interests and behaviors. Vague line items that don’t address this may sow seeds of doubt for buyers. The solution should also enable transparency around flighting, which is essential in maximizing ad budgets.
Understanding this constant battle drove the innovation behind NXT and traffic system integrations, with the key feature being the proposal tool.
How Do Sellers Create Radio and Digital Proposals in NXT?
The integration between NXT and traffic software provides stations with a way to manage the entire process of ad revenue. It starts with the proposal tool, which is a guided process that moves you through each proposal step. You’ll pull contact information directly from the traffic system.
Next, you add the tactics, including airtime and digital. After defining the campaign, you can define targeting and budgets. You can also add multiple campaigns per tactic.
Once all the fields are complete, NXT generates a customer-facing proposal automatically. It’s fast, transparent and efficient. The ability to propose digital and radio together could save sellers hours each week.
Sellers and Advertisers Want a Converged Ad Sales Landscape
The consolidation of digital and airtime is beneficial for your sellers and customers. Advertisers want a simplified buying process through one vendor, if possible. Adapting to how your advertisers want to buy will be pivotal in retaining them in the long term.
Being easy to do business with and delivering complete and accurate proposals also sets the stage for defined expectations. Go deeper into the value of this integration by reading our post on how our solutions create a connected traffic and third-party digital ecosystem.
