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How Good Can iHeart’s AdBuilder Solution Be?

“It was slick, I admit.”

Jeff Caves

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Do it yourself radio has come to a new client you will never meet. These clients are ready to do it themselves. All they want is to buy a radio campaign. And iHeart AdBuilder is all they need. 

Let’s figure this out. 

In 2019, iHeart started beta testing a do-it-yourself online platform for small businesses to battle Facebook and Google.  

I went to the website to see how it worked. It was slick, I admit. It would be a great topic to add to the BSM Summit.

The first piece of info. the site wants to establish is your campaign goal. The four choices were “Get website traffic”, “Have listeners know my address”, “Get phone calls”, and “Announce an event”. 

That’s it.

When was the last time you wrote a new business order with any of those four goals as the single reason for the campaign? Wouldn’t that be easier for the copywriter and the client to track results? TRY IT! 

I inputted that I wanted to announce an event and proceeded to the following prompt. My business name, address, website, and industry were the following choices. So far, so good. The only tricky part were the industry choices.

How to Run Ads With iHeartRadio AdBuilder

I can see how specific business categories are not precisely represented, like counter service restaurants. They are not fast food because there is no drive-through, but they aren’t a full-service restaurant either due to no waiters being used and many other factors. It isn’t confusing for me, but you know how clients can be!

Selecting the market I wanted my customers to come from was easy, and it allowed iHeart to choose the closest radio stations. Identifying the ONE type of customer I wanted was fantastic. I can see how it focuses the client on a primary target. Parents with young kids or teens, foodies, married couples, single adults, or an option to select my demo all seemed easy enough.

The demos offered weren’t Men 18-34, but men, women or adults, young adults, seniors, adults, or the dreaded all ages. Next was selecting when I wanted to run and how much I wanted to spend. It wasn’t a challenge because you choose your dates, and then you’re given three choices for a weekly budget. In my case, it was $500, $750, or $1,000 per week. iHeart AdBuilder bills you less if the whole week isn’t used.

Impressions, frequency, and reach were highlighted, and they showed the logos of the two stations my $500 was going to be spent on. I noticed there was no information on when the ads would air, how many times per day, or any of that! “You give us $500, and we will spend it over the week on these two stations when and where we want! And it will work!” 

The pages dedicated to creating copy are straight forward and, as salespeople, we have filled those types of forms out plenty of times. iHeart is highlighting that they are waiving the $100 production fee. Maybe, that will change in the future. After going to the checkout, your credit card is given a temporary authorization (which will be reversed), and you are told your ad will be emailed to you in a few days. You won’t be billed until your ads air.

What are the odds this $500 campaign over two stations in a few days will work? Who knows, but I bet the automated emails and follow-up calls will be relentless. I think it’s a great platform and can see a decent percentage of smaller new business deals go this direction. Some clients may even prefer to never “deal” with a salesperson again, kind of like most of our agency buyers. That leaves us with a whole lotta middle ground. For now. 

Barrett Blogs

BSM’s Black Friday SALE on BSM Summit Tickets is Underway!

Jason Barrett

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Each year I’m asked if there are ways to save money on tickets to the 2023 BSM Summit. I always answer yes but not everyone takes advantage of it. For those interested in doing so, here’s your shot.

For TODAY ONLY, individual tickets to the 2023 BSM Summit are reduced by $50.00. Two ticket and four ticket packages are also lowered at $50 per ticket. To secure your seat at a discounted price, just log on to BSMSummit.com. This sale ends tonight at 11:59pm ET.

If you’re flying to Los Angeles for the event, be sure to reserve your hotel room. Our hotel partner this year is the USC Hotel. It’s walking distance of our venue. Full details on hotel rooms can also be found via the conference website.

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BSM Podcast

Media Noise: What Does The Return of Bob Iger Mean to ESPN?

Demetri Ravanos

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Demetri Ravanos has questions about Disney going back to the future with Bob Iger. This entire episode of Media Noise is all about what the change at the top of the Walt Disney Company indicates about the future of ESPN.

ITunes: https://buff.ly/3PjJWpO

Spotify: https://buff.ly/3AVwa90

iHeart: https://buff.ly/3cbINCp

Google: https://buff.ly/3PbgHWx

Amazon: https://buff.ly/3cbIOpX

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Barrett Blogs

Mina Kimes, Bruce Gilbert, Mitch Rosen, and Stacey Kauffman Join the 2023 BSM Summit

“By the time we get to March, we should have somewhere between 40-60 participants involved in the conference.”

Jason Barrett

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The 2023 BSM Summit is returning to Los Angeles on March 21-22, 2023, live from the Founders Club at the Galen Center at the campus of the University of Southern California. Information on tickets and hotel rooms can be found at BSMSummit.com.

We’ve previously announced sixteen participants for our upcoming show, and I’m excited today to confirm the additions of four more more smart, successful professionals to be part of the event. Before I do that, I’d like to thank The Volume for signing on as our Badge sponsor, the Motor Racing Network for securing the gift bag sponsorship, and Bonneville International for coming on board as a Session sponsor. We do have some opportunities available but things are moving fast this year, so if you’re interested in being involved, email Stephanie Eads at Sales@BarrettSportsMedia.com.

Now let’s talk about a few of the speaker additions for the show.

First, I am thrilled to welcome ESPN’s Mina Kimes to the Summit for her first appearance. Mina and I had the pleasure recently of connecting on a podcast (go listen to it) and I’ve been a fan of her work for years. Her intellect, wit, football acumen, and likeability have served her well on television, podcasts, and in print. She’s excelled as an analyst on NFL Live and Rams preseason football games, as a former host of the ESPN Daily podcast, and her appearances on Around The Horn and previously on Highly Questionable and the Dan Le Batard Show were always entertaining. I’m looking forward to having Mina join FS1’s Joy Taylor and ESPN LA 710 PD Amanda Brown for an insightful conversation about the industry.

Next is another newcomer. I’m looking forward to having Audacy San Francisco and Sacramento Regional Vice President Stacey Kauffman in the building for our 2023 show. In addition to overseeing a number of music brands, Stacey also oversees a dominant news/talk outlet, and two sports radio brands. Among them are my former station 95.7 The Game in San Francisco, and ESPN 1320 in Sacramento. I’m looking forward to having her participate in our GM panel with Good Karma’s Sam Pines, iHeart’s Don Martin, and led by Bonneville’s Executive Vice President Scott Sutherland.

From there, it’s time to welcome back two of the sharpest sports radio minds in the business. Bruce Gilbert is the SVP of Sports for Westwood One and Cumulus Media. He’s seen and done it all on the local and national level and anytime he’s in the room to share his programming knowledge with attendees, everyone leaves the room smarter. I’m anticipating another great conversation on the state of sports radio, which FOX Sports Radio VP of programming Scott Shapiro will be a part of.

Another student of the game and one of the top programmers in the format today is 670 The Score in Chicago PD, Mitch Rosen. The former Mark Chernoff Award recipient and recently appointed VP of the BetQL Network juggles managing a top 3 market sports brand while being charged with moving an emerging sports betting network forward. Count on Mr. Rosen to offer his insights and opinions during another of our branding and programming discussions.

By the time we get to March, we should have somewhere between 40-60 participants involved in the conference. My focus now is on finalizing our business and digital sessions, research, tech and sports betting panels, securing our locations and sponsorships for the After Party and Kickoff Party, plus working out the details for a few high-profile executive appearances and a couple of surprises.

For those looking to attend and save a few dollars on tickets, we’ll be holding a special Black Friday Sale this Friday November 25th. Just log on to BSMSummit.com that day to save $50 on individual tickets. In addition, thanks to the generosity of voice talent extraordinaire Steve Kamer, we’ll be giving away 10 tickets leading up to the conference. Stay tuned for details on the giveaway in the months ahead.

Still to come is an announcement about our special ticket rate for college students looking to attend the show and learn. We also do an annual contest for college kids to attend the event for free which I’m hoping to have ready in the next few weeks. It’s also likely we’ll give away a few tickets to industry professionals leading up to Christmas, so keep an eye out.

If you work in the sports media industry and value making connections, celebrating those who create an impact, and learning about the business from folks who have experienced success, failure, and everything in between, the Summit is worth your time. I’m excited to have Mina, Bruce, Mitch and Stacey join us for the show, and look forward to spending a few days with the industry’s best and brightest this March! Hope to see you there.

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