BAS captures new advertisers and drives revenue with third-party digital ad sales powered by Marketron NXT Digital
BAS Broadcasting & Digital wanted to sell digital alongside radio on one platform. Marketron NXT Digital and the NXT Training Academy helped their sellers win more of each advertiser’s budget and reach new categories like recruiting.
Adding digital to radio sales needed the right technology and seller training.
Marketron NXT Digital, working hand in hand with Visual Traffic, plus the NXT Training Academy.
More of each advertiser’s budget and new advertisers in categories like recruiting.
The challenge
How would they streamline and integrate digital advertising into the mix?
In 2019, the company made a concerted effort to expand beyond selling radio airtime. Sales director Doug Pearson said, “By adding digital products, we could offer more and grow our business.”
They could either use a separate system just for digital or find one that included both broadcast and digital on one platform. They chose the latter. As an existing Visual Traffic user, they evaluated Marketron NXT Digital and chose it. “We like that it works hand-in-hand with a system we’re already familiar with.”
The solution
NXT delivers new revenue and opportunities
The comprehensive proposal builder was a key function, allowing for both airtime and digital advertising in one proposal. Executing and billing from one system improved workflows, and performance reporting gave them an easy way to share results with advertisers.
Pearson noted the sales team’s digital literacy was “low.” His sellers took advantage of the NXT Training Academy, a free sales enablement series for NXT users. “The NXT training opened their eyes to many options. When you go through training, you learn when and how to use targeted display and geofencing ads to serve clients best.”
By offering NXT digital products, our salespeople can pitch for more of those dollars. We didn’t have that opportunity before.
The results
Leveraging NXT increases ad revenue
The company has increased ad revenue in two ways: expanding options for existing advertisers and attracting new ones.
One area of growth was recruiting, an ad type they rarely saw for airtime. “Digital allowed us to go into areas like recruiting, where we usually don’t see many radio dollars,” Pearson explained.
“Ultimately, we want to be considered a digital company as much as a broadcast company,” Pearson remarked.
- More of each advertiser’s budget
- New advertisers, including recruiting
- Sellers confident selling digital and radio together
