Local Television and Radio Broadcasters Taking Ad Sales Online
NBC 26 WAGT-TV and Waynco Radio Partner with Local Thunder® to Attract Non-Traditional Revenue
PORTLAND, Maine, November 3, 2006 — As the battle for online ad revenues heats up, two local broadcasters are tapping the power of the Internet to attract new advertisers and capture local online revenue. On September 18th, NBC 26 WAGT-TV, an NBC affiliate in Augusta, GA, launched its Local Express online shopping center showcasing 40 local advertisers. The site was developed by Portland, Maine-based Local Thunder
, a pioneer in local online advertising solutions. On August 1, Waynco Radio also signed an agreement with Local Thunder to create a local online advertising site for 1420 WACK AM and 103.5 FM Big Dog Country in Rochester, NY. Both broadcasters credit the ability to quickly attract non-traditional advertisers as the primary motivation for taking their ad sales online with Local Thunder.
Turnkey Platform Helps Media Companies Tap Growing Opportunity
According to the latest report from Borrell Associates, local online advertising will grow to a $7.7 billion category in 2007, reflecting 31.6 percent growth over 2006. The move to online by WAGT-TV and Waynco confirm that broadcasters in all size markets are seeking innovative solutions to tap this growing opportunity. "Our turnkey platform gives media outlets the opportunity to approach non-traditional revenue in an entirely new way," said Local Thunder COO, Jim Boutin. "In some case that means, going after businesses that have never advertised on radio or television. In other instances, it means being able to offer more value to existing advertisers because now you can cross-sell very attractive multi-platform promotional packages."
Leveraging the cost-effective online technologies, Local Thunder increases a station's sellable inventory, helps attracts new advertisers, and drives new business through high-impact multi-media campaigns. The complete turnkey solution includes rich-content display ads, eCommerce capabilities, and opt-in email campaigns, as well as the ability to custom brand shopping sites to a station's existing look and feel. In most cases, a Local Thunder-powered site can be up in running in as little as eight weeks.
Generating Revenue and Building New Relationships
For WAGT-TV, finding willing advertising for its online showcase proved to be no problem. The station signed 30 local advertisers in the first three weeks of selling, went live with 40, and has 15 more ready to go online. "The fact that our online site was so easy to sell within our local community proves that there is pent up demand," said Dewayne Jones, General Sales Manager. "We are now well positioned to generate revenue from non-traditional advertisers-those businesses that don't currently have television advertising budgets, but may see the value of it in the future. Local Thunder gives us the foundation to form these new relationships."
According to Jones approximately 60% of the signed advertisers have some Internet presence, such as a website. The station airs regular promotions that spotlight online advertisers and helps to drive traffic to these sites. For other advertisers, Local Thunder is helping establish a first-time Internet presence.
According to Jones approximately 60% of the signed advertisers have some Internet presence, such as a website. The station airs regular promotions that spotlight online advertisers and helps to drive traffic to these sites. For other advertisers, Local Thunder is helping establish a first-time Internet presence.
Waynco Radio signed with Local Thunder because the platform offers a better alternative than other forms of interactive media. "The amount of revenue you can generate from banner ads is limited. We anticipate that Local Thunder will help us generate a more consistent source of non-traditional revenue," says John Tickner, President and General Manager of Waynco Radio.
The Waynco site is targeted for launch in early November. WAGT-TV's site can be found at http://www.csrashopper.com.
Local Thunder offers innovative products and solutions that help local TV stations, radio stations, and media groups leverage their strong offline brands in the online space. The Local Thunder organization is a team of experienced broadcast, technology and marketing professionals dedicated to keeping our clients on the forefront of Internet localization. We are focused on creating client revenue opportunities, increasing profitability and building customer loyalty.
For additional information contact:
Veronique Froment
HighrezPR
veronique@highrezpr.com
(603)537-9248