If the ad-buying community could only witness radio's achievements when it comes to mobile, certainly they'd embrace the medium much more enthusiastically. If they could only see, and interact with, the great apps for smartphones and tablets, perhaps they'd see and hear the magic that makes the vast majority of Americans tune in to radio on a daily (or at least weekly) basis.
Well, of course they can access all of this, as can anyone with a smartphone or tablet. Yet only 42% of ad professionals listened to radio during a recent one-day study, while 80% of consumers did so. And Fred Jacobs thinks this disparity could be at the root of radio getting short-changed on ad campaign buys. And, he suggests being proactive in making these ad guys aware of what radio's doing on mobile platforms.
"If the (radio) industry sits back and assumes they (ad buyers) will figure it out on their own, shame on us," writes Jacobs.
In his blog, he suggests the NAB give every key ad industry professional a tablet pre-loaded "with the very best mobile apps from some of America’s best and most diverse stations, shows, and personalities." Jacobs suggests twenty such radio apps (including Pandora, iHeartRadio, and broadcaster apps produced by Jacobs Media division jacAPPS) that show "radio belongs on the hottest devices of our time, and that the industry is leaning forward when it comes to embracing mobile."
Read Jacobs' blog here.