RAB conference to champion radio as dotcom ad medium

The Radio Advertising Bureau is organising a conference at which media agencies and advertisers can discuss using radio as a medium to market e-commerce brands.

The Radio Advertising Bureau is organising a conference at which

media agencies and advertisers can discuss using radio as a medium to

market e-commerce brands.



Using Radio Advertising to Drive E-business will be held on 6 April.



The discussions will question how radio advertising can promote

e-commerce and ask whether e-advertisers are using radio to their best

advantage.



The seminar will also offer a series of strategies for e-commerce

advertisers.



The RAB said e-commerce advertising on the radio is growing because

research shows that consumers listen to the radio while surfing the

net.



A spokesperson for the bureau said: ’If the UK follows the US model,

which seems likely, radio advertising for dotcom brands will become

widespread.’



Key speakers at the conference will include Justin Sampson, managing

director of the RAB, Ilana Glucksman-Thomas, senior planner at HHCL &

Partners and Lee Thompson, UK & Ireland sales director at Yahoo!.



Thompson will explain how e-business works from Yahoo!’s

perspective.



He will also draw attention to Yahoo!’s Broadcast.com company. The new

venture will offer video and audio streaming content on the web.



Thompson said: ’This product will allow consumers to access radio and TV

on the net. It will be an ideal place to drive traffic to e-commerce

websites.’



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