Why we must continue to communicate, and how to do so in times of crisis.
Open letter from Erik Portier, Chief Revenue Officer of Targetspot.
These are historic, tragic and sometimes frightening times, moments that Targetspot has chosen to face with serenity and humility. Let’s be clear. Never before has such a large part of the population been confined for an indeterminate period of time.
This crisis raises many questions, both among the advertisers and the publishers with whom our teams whom our teams have been and continue to diligently serve”. It is important to provide them with a clear and positive perspective, as well as an appropriate response. To help you find the right words and distribution channels, we have chosen, as our basis, commitment and concession.
Ironically, digital audio listening – which is growing rapidly – has never been so critical and embedded in the lives of consumers. As radio sets become increasingly rare in the home, new devices have taken over: smartphones, tablets, connected TVs and smart speakers – devices that are now in such high demand that some suppliers have chosen to reduce the transmission rate to guarantee reception quality.
I’m not telling you anything new when I say that digital audio is an asset for many advertisers. They can communicate perfectly adapted messages to targeted audiences. During the COVID-19 crisis, some companies have chosen to reassure their customers and offer their expertise to get them through this period of confinement in the best possible state of mind. Others have put their advertising on the back burner to appeal for donations. Communication is changing in tone. It is more societal in nature and reflects brands’ desire to respond to their customers’ concerns.
This is why we have chosen to capitalize on the unprecedented growth in the available listening time to offer advertisers a new, strategically adapted partnership. For brands and agencies that choose to communicate in a responsible and committed way, we offer both maximum exposure and more favorable conditions. I am convinced that it is our duty to ensure that we do not overburden marketing budgets that are sometimes subject to uncertainties and temporary cuts.
Calm and growth will return, but we are going through an uncertain cycle and must face it boldly and pragmatically. My teams and I are entirely at your disposal through the new virtual communication media, to answer your questions and look at campaigns that will enable you to reach out to confined consumers in a responsible and committed manner.
We have a formidable measurement and targeting tool in digital audio. Let’s use it conscientiously and intelligently, while awaiting brighter days ahead.
In this audio first world, Targetspot is here to help you cast, sell and play all existing and emerging digital audio assets. So why not start by telling us your audio story?
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