BIG FM, which was amongst the first radio networks that had switched entirely to WFH in consultation with AROI, has now launched an excellent algorithm-based advertising buying platform, BuyAdsOnBIGFM.com, which is for direct clients, and which offer discounts that grow with the volume of ad buying. (continues below)
MediaBrief view: This is an interesting move, one in line with the way in which giants Google and Facebook do business with more than 3 lakh small advertisers who advertise directly with them each year, making 3 or 4 buys in a year that make for a total Adex of reportedly around INR 7500 crore annually. Of course, in these locked-down, dried-up marketing ‘budgets’, all that this can really do is help the small local brands remain top of mind with useful-to-society messages that advise listeners to stay home and safe, etc.
What works well is that there is a discounts algorithm, and also that here, the advertiser pays immediately via netbanking, and even a small, direct advertiser can hope to receive volume-linked discounts that would be only slightly smaller than what media buying agencies receive, (which also receive credit). One recalls that Abraham Thomas had started Audacity, a creative service for radio advertising at a previous radio organization he led. BuyAdsOnBIGFM.com also provides a jingles service plus media strategy advice.
(Continued) The distinctive self-service platform is helping advertisers and entrepreneurs to book ads online. Advertisers can also make requests for jingles, strategize their media plans, place orders and transact online without any stress. The platform is a testament to the radio network embracing technology and implementing innovative solutions to stay ahead of the game.
The packages on BuyAdsOnBigFM.com cover the entire BIGFM footrpint, and are available in three customised packages: Dhamaka, Effective, and Saver.
Costs range from INR 70 for a 10-second ad sport in Ranchi with 1 rotation a day, to INR 1000 for one 10-second ad spot with 1 rotation a day in Mumbai, or Delhi.
The self-service portal also offers to make a customised package for a prospective advertiser based on the number of days s/he wants to advertise, or the budget.
Along with offering advertisers a platform where they can easily book ads online, the platform also boasts of an easy-to-use interface that enhances the customer experience. Coupled with timely upgrades, it features a dashboard for ad rates, invoices & broadcast certificates plus and online payment options, allowing advertisers to access a host of options at the click of a button.
Catering to diverse cities spanning the length and breadth of the country, the website features different kinds of packages which are categorized as per the city and its requirements. Further expanding its reach and tapping into the vast user base of mobile-app users, ‘BuyAdsOnBigFM.com’ will soon be available as an app on IOS and Android platforms.
Being ever-present to the advertiser at all times and assisting them, the platform in the near future will allow them to contact a 24/7 call center and chatbots in case they have any queries.
Adding to the list of novel customer-centric features, the radio network will also recruit direct selling agents that further enhances the seamless experience that ‘BuyAdsOnBigFM.com’ provides.
Commenting on the offering, Asheesh Chatterjee, Chief Financial Officer and Chief Business Officer, BIG FM, said, “Keeping the customer at the core of everything that we stand for, BuyadsonBigfm.com provides advertisers and agencies a seamless user experience that enables them to request for jingles, buy ad inventories and make an online payment. As a leading and responsible brand in the industry, the onus lies on us to provide our partners and concerned stakeholders a platform where they can operate seamlessly. Being a crucial part of our digital transformation journey, one that enhances our customer service, we are happy to have curated a portal that assists them in such times.”
Abraham Thomas, Chief Executive Officer, Reliance Broadcast Network Limited, added, “In the unforeseen circumstances that the world currently faces, it has been the embracing of technology that has seen businesses and industries continue their operations and stay ahead of the curve. We too, intend to do so and showcase the latest of innovativeness through our offerings. With the power of the digital medium known to all, it was a vital decision to facilitate a platform that enables our advertisers and agencies to continue business in a hassle-free manner.
In such times, it is important to help businesses run, keep the economy going and we, at BIG FM, are happy to have played a telling role in this process through our ‘BuyAdsOnBIGFM.com’ platform. With a host of purpose-driven brands now having access to the portal, we look forward to some interesting collaborations and forging long-lasting alliances.”