Radio needs to regain the attention of the advertising industry, says Florian Ruckert of the Radio Marketing Services.
Radio sales teams across Europe need to change their techniques for selling radio. According to Ruckert, this means investing in more creative spots, investing in research and education, and delivering innovative ideas.
And relevance is key to strong innovation. For example, if a company sells winter diesel, the campaign should only run when it is cold. And Broadcasters and advertisers should be deciding this on a day-to-day basis.