Suzanne Vranica’s Wall Street Journal short list:
Radio, fortunately, has faced "ad skipping" for decades, so we "should" be the experts at maintaining audiences through our commercials, which are in the spotlight on center stage, giving listeners only three choices: listen through them, change stations or turn the radio off.
- Rough-and-tumble sales pitches taking direct aim at competitors
- Other companies will show their softer sides. In the bleak aftermath of the recession, many marketers think consumers will respond to brands they perceive as giving back to the community
- Fewer actors and more animated characters (cheaper to produce)
- Social-network personalities make their way to mass-media stardom
- TV viewers see more split screens that give them a glimpse of what is going on behind the scenes of a show while a commercial runs on the other side of the split (hoping to avoid TIVO ad skipping)
- Mobile advertising (maybe for real this year?)
- Fewer big-name celebrities and athletes pitching for brands, thanks to Tiger Woods
- Consumers volunteer their personal information in return for getting the ads they want to see
Better, more creative commercials build higher listening levels, get measurably better results and make it possible to charge higher rates.
There is a radio resolution for 2010!