Radio Ink Magazine, a leading radio industry trade publication in the U.S., included Brad Kelly, Managing Director of Nielsen Audio, in its recently released annual list of the 40 Most Powerful People in Radio. This marks Brad’s fourth consecutive year of being included on the list.
Brad 是 Radio Ink 备受期待的印刷版采访的几位行业高层之一。在媒体碎片化和新技术的冲击下，布拉德强调了广播的长久性和相关性。
“It’s not about ‘radio’ anymore,” he says as an unexpected opener. “Just like it’s not about TV, or any other media, for that matter. It’s only about consumers-the ones at the center of an advertiser’s universe. To advertisers, radio, like all media, is just a means to an end. Radio offers what they want: consumer influence at scale. The good news is that big brands are increasingly media agnostic. Their media plan from last year is no longer the roadmap forward. They understand that no one medium can do the job alone any longer. Cross-platform analytics are where things are quickly heading.”
“As an industry, radio folks are embracing the fact that they’re not in the business of pitching spots and packages anymore,” Brad continues. “We’re way past that now. For media sellers, today’s objective is to deliver holistic, cross-media messaging to the consumer that will resonate, imprint and influence. Radio still offers massive reach while also being targetable-a highly desirable advertising proposition in 2019. AM/FM radio has an important piece of the consumer puzzle. The objective now is to figure out how that piece fits together with the other pieces to bring the mosaic into focus.”
但是，广告的作用不仅仅是到达率。这就是消费者神经科学和高级分析等工具发挥作用的地方，布拉德指出，这些工具将在广播行业未来的收入增长机会中发挥重要作用。
"布拉德说："我们需要从认知角度更好地理解音频信息的实际运作方式。"幼儿通过唱歌来学习 ABC 是巧合吗？或者说，你还能记起高中时收音机里每首歌曲的歌词？不是。这就是百万年进化的结果。广告商需要对声音的力量--它对我们人类的心理、生理和情感的影响--有令人信服的新见解"。
关于如何在不断变化的媒体环境中最有效地 "讲述广播的故事 "这一话题，布拉德认为，我们并不总是拥有这样的工具。然而，今天我们有了。
“That all changed when digital pushed everyone into the deep end of the data pool,” he says. “The new insights coming from digital media were unprecedented. High-caliber ROI analytics, attribution, better modeling—the allure was undeniable and ad budgets followed.”
"他继续说："为了保持相关性，广播电台和尼尔森音频公司都必须不断发展。他继续说："凭借大幅改进的数据分析、更敏锐的技能和更复杂的方法，尼尔森正在帮助广播电台为广告市场带来更敏锐的洞察力。新的尼尔森媒体影响力（NMI）跨平台规划工具告诉我们，广播可以为营销人员提供很多东西--例如，可以捕捉轻度用户和非电视用户的增量覆盖。此外，广播还拥有极具竞争力的投资回报率指标、归因和改进的数据，可以更好地建模。综合来看，广告销售的竞争环境比以往任何时候都更加公平。广播正在向广告商证明，它有一个很好的故事，在任何良好的营销组合中都扮演着重要的角色......大广告商也正在做出回应。
布拉德总结说，广播对当今广告主的价值主张可以用尼尔森音频公司提出的 "广播的 6R "来概括：提醒（Remind）、注册（Register）、强化（Reinforce）、关联（Relate）、到达（Reach）、返回（Return）"。在日益拥挤的媒体环境中，广播无疑仍然是一个非常成功的媒体，它能吸引消费者，为各种形式和规模的商品和服务创造销售额。
Brad Kelly and his co-recipients of Radio Ink’s 2019 Most Powerful People in Radio award will be honored at a reception at the Harvard Club in New York City on Nov. 20, 2019.
