MATTHEW LANDEMAN - BOARD DIRECTOR, CARAT UK
- What are the key challenges and opportunities that radio currently faces?
Radio's biggest challenge is to continue operating profitably while at the same time delivering the quality of content and breadth of distribution we expect. In many ways, this challenge is similar to other traditional commercial media channels but radio only gets a small piece of the advertising pie to start with. The opportunity is that radio has always been ready to evolve and there are lots of smart ways that media owners are improving and diversifying their models so that the business has a progressive and bright future.
- What does the expansion of digital radio mean for agencies?
Less than we'd like it to. The fact is the expansion has slowed up. Of course digital offers opportunity in itself, whether that's connectivity and interaction or a mass of niches catered for, but the reality is people want brands that do good stuff rather than platforms. Brands and content first, then, when it's made available in new and interesting ways in the digital space, audiences and advertisers will follow.
- What do you think of the levels of creativity in radio and how would you like to see it improved?
While there is great work out there, the fact is that the mainstream agencies don't prioritise it enough within the mix. In this year's Radio Advertising Awards, no one creative agency shone out enough to be awarded an "Agency of the Year" prize and the UK's performance at Cannes Lions pretty much says it all. In my view, some of the specialist agencies are doing good work as they start with a real passion for the medium.
- How engaged with radio are advertiser-clients and how do you encourage them to be so?
ROI has always been important, but a recession sharpens the mind and our clients are really seeing radio's strength in this area, both in terms of linear sales metrics and in terms of the value it delivers qualitatively. The fact is radio works really hard for every penny it gets; it's flexible, it's creative, it's proactive and it's focused on solutions and service, so clients buy into all of that. The RAB's Radiogauge research has done much to help us understand and improve radio's effectiveness across the board for clients.
- Do you think that the BBC is too much of a threat to commercial radio?
The BBC enjoys a privileged position and needs to remember that. Ultimately, however, it is a worthy competitor that in many ways act as a pain-free testbed for new ideas and talent that the commercial radio business could not sustain.
- Which commercial radio presenter do you spend most time listening to?
I'm an LBC addict - Nick Ferrari and Steve Allen are my favourites. Musically, I like Planet Rock and Absolute. My car is generally filled with the sound of a CD of someone reading The Gruffalo to my son.
- What is your favourite radio ad and why?
COI, of course, makes great work; it has powerful stories to tell. Specsavers' current work is good - it makes me smile.
SIMON REDICAN - MANAGING DIRECTOR, RADIO ADVERTISING BUREAU
- What are the key challenges and opportunities that radio currently faces?
Our big issue is perception - as the second most-consumed medium after TV, radio does not enjoy the profile it deserves among advertising customers based on its importance in consumers' lives.
- What does the expansion of digital radio mean for agencies?
Bigger brands at both national and local level. An enriched listener experience onand off-air and the chance for advertisers to transact directly with our millions of daily listeners. O2 has exploited these opportunities brilliantly with its Priority Ticketing data-tagging campaign.
- What do you think of the levels of creativity in radio and how would you like to see it improved?
Our on-air content has improved markedly in the past couple of years; witness record audiences. In commercial terms, the likes of Xbox is showing how stations can work with brands to create compelling entertainment content. When it comes to spot advertising, with a few notable exceptions, radio creativity doesn't get the care and attention it deserves (see answer to question one!), which leads to a lot of underwhelming work.
- How engaged with radio are advertiser-clients and how do you encourage them to be so?
Those who measure and understand radio's power really engage with the medium. To extend this engagement to a wider set of advertisers, the RAB has demonstrated radio's effectiveness in the media mix for more than 350 campaigns in the past two years alone. Re-invigorated radio groups are also giving customers a real-lifereminder that radio is a vibrant part of the UK entertainment industry, getting clients along to the likes of Capital's Summertime Ball, Magic's Indulgence evenings, Smooth's Cafe de Paris events and Absolute at the Isle of Wight Festival.
- Do you think that the BBC is too much of a threat to commercial radio?
In recessionary times, an inflation-proof BBC has distorted any number of media markets. I sense the tide is changing. With the growth of digital listening, commercial radio will enjoy a more level playing field on which to grow audiences. In some respects, the BBC is a boon to the radio industry. A great example of this will be the launch of Radioplayer in 2011, which will bring together UK radio with one online interface and will be given a massive boost at launch by BBC involvement.
- Which commercial radio presenter do you spend most time listening to?
Nick Ferrari's breakfast show on LBC usually gets me awake and shouting at the radio in the morning!
- What is your favourite radio ad and why?
Heinz's work shows how wonderfully evocative and empathetic radio is for building brands - Tim Healy's voice and the writing and pace of the ads are pitched to perfection.