Robert Maccini

TRULIA is Advertising on Internet Radio

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Trulia is starting a $45 Million ad campaign with some calling it a “bet the company” move.  Interestingly their choice for audio is Internet radio as noted in a PandoDaily article this morning:

Trulia’s radio spot, destined for Pandora and iHeart Radio, will drive listeners insane before the year is up, with a voiceover relentlessly rapping on the word Trulia: cruelia, foolia, youlia, carpoolia, toolia.

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Robert Maccini

Digital Revenue – We Need a Breakout

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The RAB just released 2013 radio industry revenue information which reflected no growth over 2013 in total.  However, while spot radio was down 3%, digital revenue increased 18% over 2012.  The percentage of digital revenue is still small, only 5%.  Digital represents the greatest hope for increasing radio revenue.

We need better information on the components of digital revenue as there are many;

  • Website advertising (banners and pre rolls)
  • Streaming audio ads (desktop and mobile/ banners and pre rolls)
  • Other destination sites (separate URL – local community news, events, etc.)
  • Reselling other tools to advertisers (reputation management, SEO/SEM, social media, etc)
  • Some radio groups understand the need to be competitive for digital revenue and are forming digital agencies.
  • As the percentage of digital revenue increases we need additional data to understand what areas are gaining the most traction.
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