Traffic managers play a vital role in radio operations. Managing the flow of ads and the revenue cycle has become increasingly complex. While traffic software streamlines workflows, you still need an expert. Finding experienced people to head up traffic management has become challenging.
The State of Traffic Managers
Several factors are making it harder to hire and retain such a specialized position. There are fewer people taking this career path. Additionally, many long-time traffic managers are retiring.
Becoming a highly skilled traffic manager isn’t something you can learn overnight. Nor is it a job that you can figure out as you go. There are so many facets and unique scenarios. One must master the lifecycle of an ad buy and understand all the functionality within radio traffic systems.
Demand for the role has not decreased, and those stations in rural areas may struggle to attract employees. It’s leaving some stations to call on other staff to wear the traffic “hat” as needed.
Is there a more effective way to ensure accuracy and consistency without compromising control or damaging your brand?
Traffic as a Service (TaaS) offers a new path.
What Is Traffic as a Service?
This service describes outsourcing the role of traffic manager to a group of experienced professionals. This team would run all your traffic tasks every day, and they are constantly available.
Traffic management from software providers is rare, but Marketron has been providing this service for over 10 years. In most instances, these are long-term engagements.
What Are the Benefits of Traffic as a Service?
With outsourcing comes cost savings, but there are many more advantages to this model when you work with a partner that has advanced traffic management capabilities. Our specialists have decades of experience and are all full-time employees. It’s not “traffic manager of the day.” Stations have a dedicated contact they can connect with in a click.
Customers who use traffic management services have realized these benefits:
- Greater accuracy and consistency across all tasks
- Improved efficiency in all traffic operations
- Time savings due to staff not wasting time entering copy or creating carts, can focus on more strategic work
- Optimized workflows and full use of all the features of the software (after all, our traffic experts know it best!)
- Always-on coverage
Want to learn more about Traffic as a Service? It’s available for Marketron Traffic and Visual Traffic Cloud customers.
