Sunrise Media diversifies ad options and competes on equal ground with Marketron third-party digital
Sunrise Media needed to diversify beyond radio to keep growing. With Marketron’s third-party digital platform, proposals went from two days to 10 minutes and advertisers love the analytics.
Sunrise Media3 stations in the Hudson Valley, New York · Published December 1, 2022
Diversifying into digital became essential to hit revenue goals.
An intuitive digital platform, continuous training and a dedicated CDM.
Revenue growth, faster proposals and advertisers who see real results.
The challenge
Diversifying ad options to drive new revenue streams became imperative
Many broadcast organizations have adapted what they sell to better meet the needs and goals of advertisers. “To come close to hitting revenue goals, we had to offer more,” general sales manager Rob Brown explained.
It was evident that they needed capabilities to sell advertisers radio and digital. Radio is ideal for branded spots and consistent reach and frequency, and digital is perfect for targeting and driving more conversions. Now, they have the tools to cover the full advertising funnel in multiple channels.
The solution
Intuitive technology eliminates learning curves and empowers sellers
The company partnered with Marketron for a turn-key platform to manage third-party digital advertising sales. “It was overwhelming and intimidating, but once we started training, I found the system to be simple compared to others. Once we started working with Marketron, we went from a proposal taking two days to only 10 minutes,” Brown shared.
The platform enables quick, quality proposals and easy order entry, reporting and billing. “It’s a great product, and advertisers love the analytics and transparency.”
Another crucial part of the success is access to a dedicated client development manager (CDM). “If there’s a technical question, I send it to my CDM, and she’s very responsive.” The team also has regular Friday training sessions with their CDM.
The analytics, transparency and creative we offer separate us from others. We are very proud of the product and believe it lets us compete with the big players in the space.
The results
Revenue jumps and advertisers find success
Brown reported that working with Marketron for third-party digital has been significantly impactful in terms of revenue, and sales professionals have higher proficiency in selling digital products.
The best results are those that really benefit their advertisers. A local motorcycle dealership purchased digital display and geofencing around competitors in the tri-state area. “A customer was at another dealership waiting to see someone, and they saw an ad on their phone while there. After an unhappy experience, they went to our customer’s business and bought a $27,000 bike. I mean, talk about conversion!”
“My clients love being able to check on campaigns. It’s updated daily, and we can make changes to optimize it in the moment,” Brown said.
- Proposals in 10 minutes instead of two days
- Higher seller proficiency in digital
- Daily campaign analytics that advertisers love
