Radio Advertising and Audience Metrics

Brazilian radio stations are highly regulated, and due to specific rules and processes, bureaucracy has become a barrier to participation in national or state advertising campaigns, especially for stations outside large cities. Added to this is the competition with major internet players, with little or no regulation, in search of the same resources available for advertising campaigns. In this ecosystem, the requirement of audience metrics and reports of proof of placements is a reality that needs to be treated with precision and seriousness, in order to guarantee the good use of public funds and the good performance of the campaigns. The way that radio needs to go is to speed up the generation of such reports, matching large technology companies, which will place it in a prominent position, considering its capillarity and close proximity to the public. That said, this article intends to demonstrate, through a temporal report, how through the identification of an opportunity in the broadcasting sector, it was possible, through the use of streaming combined with a programmatic media solution, to develop a system that gives autonomy to the advertiser to place a request for direct commercial insertion into the broadcaster’s commercial operations system. The placement takes place automatically, and then integrates audience research data, performs the accounting and automatic delivery of proof and performance report. A solution that makes the medium more efficient and makes it possible to broadcast national and state campaigns on all broadcasters in the state or country. With this unprecedented model, Nextdial and AERP, the Association of Radio and Television Broadcasters of the State of Paraná, foster business and drive the economy, reinforcing the broadcasters main attributes: creativity and credibility. Finally, after validating the model and presenting it to the Federal Government’s Secom Media Center, the result was the creation of a new category in MidiaCad, a system that integrates all media providers for the Federal Government, a category that was called the AERP Nextdial Radio Network.