2023-07-20 13:10:32
Anyone who thinks listening to the radio is a thing of the past is wrong. According to data from “Inside Radio 2022”annual study of the Kantar IBOPE Media on radio consumption in the country, published by Acaert (Associação Catarinense de Emissoras de Rádio e Televisão), this type of media is still used by eight out of ten (83%) Brazilians, considering the 13 regions surveyed regularly by the company.
Contrary to negative expectations, radio not only survived, but also reinvented itself since the arrival of new technologies such as the internet, which enables interaction with listeners and brings out new possibilities, such as simulcast through lives on digital social networks and streaming platforms.
“Despite this, in the market, the management of offline media campaigns such as radio, for example, is still done in a very empirical way. This is because when these media were invented, no way was thought of to measure the results obtained through them”, says Anacleto Angelo Ortigara, CEO Audiency Brasil Tecnologia. The tool developed by Audiency distributes, collects, processes and makes available data in real time from more than 6,000 radio stations in Brazil and in up to 18 countries.
He says that, currently, companies operate and manage radio media through their internal marketing team, or with a contracted agency. This team is responsible for sending the spots and the media plan – a document that informs the duration of the campaign and the audios that need to be broadcast with date and time – to the contracted broadcasters.
“Furthermore, the team asks each broadcaster, at the end of the campaign, for proof of broadcasting for each spot and confirms that everything being contracted is being broadcast”, informs Ortigara. “Imagine the manpower of doing all this manually when on a large number of radios,” he notes.
According to the businessman, currently, with the efforts to reduce costs and optimize personnel in companies, not all businesses are able to have an internal team to check radio campaigns. Or, when they do, this team demands time and energy to carry out the operation, when it could be focusing on other strategic marketing actions.
“Many companies contract the service of agencies, which are also overloaded with the involvement of people in this operation. Because of this demand, technology is being used effectively and efficiently in logistics platforms that provide a complete service: they are the media checking”, says Ortigara.
How is the management done through a checking platform?
Audiency’s CEO explains that there are already technological solutions on the market that are great allies in managing the logistics of campaigns. Checking platforms ensure that the process takes place in a practical and safe way, with access to complete information. Ortigara details below how the process happens:
The first step is distribution: the platform receives the material to be aired (spots), from the advertiser or agency, and distributes it to all stations registered in the campaign; The broadcasters’ signal is captured and monitored 24 hours a day, 7 days a week; through this real-time monitoring, it is possible to check the placements, that is, to know the number of times the spot was aired, the exact day and time and on which broadcasters; During the media checking stage, a comparison is made between what was contracted by the client and what the station is delivering. All data is saved to allow for retroactive searches if necessary. The survey – in detailed analytical data and graphs – is available to the customer on a page that can be accessed with login and password. This data is essential to drive new investments in offline radio media; And finally, the post-checking stage consists of the performance of the support team. These professionals monitor the entire process and, if failures are identified in the transmissions, they contact the radio station where the problem occurred, inform them and request the recovery of these losses, according to the advertiser’s interest.
“This way, professionals can focus on the strategic planning of the campaign, which facilitates the work of the operational team responsible for managing communication”, adds the entrepreneur.
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