Krystal Media finds third-party digital success with Marketron NXT Digital
A live-local broadcaster for over three decades, Krystal Media added Marketron NXT Digital to bring digital advertising to longtime radio advertisers and attract new ones.
Krystal Media3 stations in Summit County, Colorado · Published January 6, 2023
Ready to add new revenue streams as the local advertising landscape evolved.
Marketron NXT Digital plus a dedicated client development manager and team training.
Happy advertisers, renewals in sight and more revenue.
The challenge
Navigating the local advertising landscape and creating new revenue
Krystal Media has been a local advertising partner for over three decades, providing businesses with valuable over-the-air (OTA) spots.
With the local advertising landscape evolving, they were ready to add new revenue streams with digital advertising. Even though they cover a smaller market, they have strong relationships with advertisers and a motivated sales team.
The solution
Finding success with robust technology and constant support
As longtime Marketron traffic product users, they already had confidence in Marketron’s technology, according to General Manager Lindsey Cotton. In late 2021, Krystal Media launched Marketron NXT Digital for third-party digital sales.
Implementing the technology was seamless, but promoting digital was new to customers and the team. Cotton attributes a lot of the team’s upskilling to their client development manager (CDM). “He’s such an asset and incredibly helpful. Whenever we have a call with him, he’s prepared and gets us reporting on time.”
Cotton called the technology relatively easy, especially for display and geofencing campaigns, and the team appreciates the proposal builder. “The nuts and bolts are pretty cool, like how you can put a ZIP and see the entire area.”
Even though we’re a small market, we have everything an advertiser needs, and we’re glad to have NXT and Marketron supporting us.
The results
Happy advertisers and more revenue
After the first year, Krystal Media has experienced many positive results. They’ve launched multiple successful digital campaigns for a local nonprofit, including SEM and geofenced display in English and Spanish. With the detailed reporting available through NXT, Cotton is confident they’ll receive the renewal for these annual campaigns.
Krystal Media has also won unique digital campaigns with a local transit agency focused on recruitment.
- Successful multi-tactic campaigns for local organizations
- New recruitment campaigns
- Detailed reporting that supports renewals
