New Sales Practices
ENTERCOM’s merger with, and takeover of, CBS RADIO is being accompanied by the announcement of what the company calls three new business practices, including a reduction in ad inventory.
The three changes include a reduction by 5% of commercial advertising inventory “in order to improve the listener experience and increase the entertainment to ad ratio for ENTERCOM’s advertising partners”; the prohibition of cash infusion advertising deals “which the Company views as a poor business practice and inconsistent with its strategic goals”; and the elimination of future ad sales through spot resellers, also termed “a poor business practice and inconsistent with its strategic goals.”
COO WEEZIE KRAMER said, “With our enhanced platform and scale, ENTERCOM is committed to evolving our business practices for the benefit of ENTERCOM’s listeners and advertising partners.”
Entercom Audience Analytics
ENTERCOM COMMUNICATIONS has also launched ENTERCOM AUDIENCE ANALYTICS, a tool that provides data and analysis to advertisers to optimize return on investment (ROI). ENTERCOM is partnering with ANALYTICOWL, a broadcast analytics platform used to measure effectiveness and audience response of radio advertising.
“As the #1 reach medium in the U.S. delivering outstanding ROI to customers, radio is an optimal medium for advertisers to reach their targeted audiences, and ENTERCOM AUDIENCE ANALYTICS further enhances our value to our clients,” ENTERCOM Pres./CEO DAVID FIELD said.
“ENTERCOM AUDIENCE ANALYTICS will enable us to develop a more consultative relationship with our advertising partners and more effectively measure and validate the important role of radio in the consumers’ path to purchase,” ENTERCOM Chief Revenue Officer BOB PHILIPS said. “This is a tremendous step toward improving campaign effectiveness and ROI for our advertisers.”
This Article Was Originally Posted at www.allaccess.com