Lost Coast Communications extends reach and targeting for local advertisers with Marketron NXT Digital
Lost Coast had a thriving O&O digital business but wanted to give advertisers more reach and targeting. As a Marketron NXT Digital beta client, they added third-party digital to win new customers and upsell existing ones.
Lost Coast Communications4 stations in Humboldt County, California · Published October 31, 2022
Growing digital revenue without hurting a thriving O&O business.
Marketron NXT Digital third-party digital, with a dedicated CDM and training.
New advertisers on board and existing ones spending more.
The challenge
Driving more digital revenue without impacting O&O sales
Lost Coast had a thriving O&O digital business that delivered steady revenue by running advertisements on their websites, but station management wasn’t sure of the best way to add more options.
Director of operations Nicky Goble noted, “We wanted a solution to help our advertisers obtain a larger reach than our local readership and to target specific demographics. Plus, we needed a better way to bill the digital we already sold.”
Because of the long-standing relationship with Marketron, Goble expressed, “We went with the partner we knew and trusted.”
The solution
NXT expands ad tactics to acquire new and upsell existing customers
As a beta client, Lost Coast was able to see the evolution of the NXT platform. Goble and team rated reporting as the best feature and proposal creation as easy.
“Our current client development manager is great, and I love having a dedicated one. The webinars and learning academy are helpful for understanding the platform and the advertising products. Aspire is my favorite resource for sales education and keeping up on the trends.”
With the support and training, their sellers feel comfortable explaining tactics to customers, using digital display and OTT most often.
I like the easy-to-build proposals and very detailed reporting. I love having a CDM dedicated to us.
The results
New advertisers come on board, and existing ones spend more
Third-party digital advertising has been a boost to their revenue, helping Lost Coast acquire new customers and expand relationships with others.
“We were able to upsell one of our local casinos that wanted to target communities within traveling distance that we couldn’t reach with our O&O properties. We also brought a group of RV parks on board before tourist season, hitting targeted ZIP codes most likely to have traveler traffic,” Goble explained.
Her advice to other broadcasters: “Management needs to commit 100% to provide the time, energy and support needed to get the sales team on board to sell a product they might not understand.”
- New advertisers reached beyond O&O properties
- Existing advertisers upsold
- Integrated campaigns across linear, O&O and digital
