BRX Pro Tip: No More Ads
Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s talk a little bit about advertising as a strategy to grow your business.
Lee Kantor: [00:00:11] Well, advertising has changed dramatically over the years, and we’re getting to a point where there’s so much content out there nowadays and the media is so fragmented nowadays. That old model of interrupting people in some form or fashion with an advertisement with your brand on it or your logo on it, it’s just not effective anymore. It’s just difficult to monetize anything with ads, whether it be your podcast, blog, website, business, anything. The idea of slapping your logo on something or your name on something and thinking that’s going to turn into money for you, it’s just difficult nowadays, if not impossible.
Lee Kantor: [00:00:51] I think that the consumer is just over it. The days of interrupting a consumer with an ad is just over. It’s just not there anymore. People want their content in the manner they want it. They’re not thrilled when you interrupt them with some sort of a pre-roll or mid-roll or post-roll. They just mute the T.V. when they come on and they look at their phone and do something else. They’re just not responding to that.
Lee Kantor: [00:01:18] Just think about it yourself. How many times have you responded to an ad that moved you to an actual purchase? And especially B2B. B2B media companies are going to monetize in other ways. They’re not going to monetize through advertising. It’s going to be through product placements. It’s going to be through exclusive content. It’s going to be through paid subscribers. It’s going to be some sort of exclusivity. And a way to monetize, it’s not going to be through an interruption ad. People are just not excited to see any type of ad.
Lee Kantor: [00:01:52] I mean, we were just recently at a conference and somebody put their logo on the lanyard. When was the last time you bought something because you saw their name on a lanyard? Can you even remember the last lanyard sponsor that there was? No one buys anything because of that. It just doesn’t work and it’s ineffective. There’s other ways to monetize content, and it’s not through advertising.
