We’ve heard it a lot. We’ve read it a lot. Local digital dollars are siphoning revenue from AM and FM radio stations in communities across the U.S. Local TV is also being impacted, as businesses big and small — from mom-and-pop brick-and-mortar retailers to regional giants — opt for online advertising solutions.
But, are these really solutions? This morning’s log-in to a Yahoo! e-mail account, which features advertising on the right panel (in lieu of a no-cost receptacle of spam, coupon codes and other low-priority communication), features supposedly relevant local ads. One is for a hotel thousands of miles away. We know why.
Do broadcast media sales executives know why, so they can share with clients why such advertising is positively inane, is a complete waste of money, and why radio and TV can deliver far superior results?