Here’s something that anyone in the C-Suite of a radio broadcasting company should take note of.
Snapchat, that millennial-loving Merchant of Venice Beach marketers are eagerly and actively trying to figure out, has developed a tool designed to tell CMOs and brand managers if advertising efforts on the platform that are designed to drive traffic to retail clients actually bring consumers to these brick-and-mortar stores.
Sound familiar? It should. The radio industry has been a champion of its strong “road to register” abilities, and how consumers who hear a message while driving have responded by ringing up purchases at an advertising client.
Is this another case of “new media” trying to steal advertising dollars away from “old media”?
Perhaps. More than anything, Snap is stealing a tried-and-true approach to luring advertisers straight out of the radio industry’s Account Executive Guide to Strong Client ROI.