SABC Radio's capability to implement geographically delineated advertising campaigns targeted at specific metropolitan areas, for example via 5fm and Metro FM, is central to designing solutions and adding value to media planning.
Planit gives users the option to select audience-specific spot plans, loose spots, or to customise their reach by choosing an audience-specific deal and adding selected loose spots. The choices include loose spots on all the stations in each category, across any time channels, Monday to Sunday to get nationwide reach in the specific LSM - and age bands (including the traditional time channels such as drive time and evenings).
Or users can select from four fixed spot deals per target market category, all of which have been structured to maximise their effectiveness in all areas.
Gab Mampone, SABC Radio Sales general manager, says: "Planit is much more than a radio advertising package concept. It embodies a new, value-added approach adopted by SABC, to radio advertising.
"The emphasis is placed on offering media planners/buyers excellent reach that is cost-effective; exceptionally easy-to-use, yet provides the flexibility and scope to tailor packages that reach the desired target audience - both in terms of LSM, age bands and geographic area."
The various options are easy to use: they're already offered on Telmar, which has developed new features in RBP, the program used for radio planning and strategy that will enable users to load packages directly into their radio schedules.
Importantly, RBP gives users the option to enter loose spots or deals or both. By selecting one of the pre-defined station combinations, the user can plan and buy on multiple stations simultaneously, saving both planning time and buying more efficiently. A continuous ratecard will automatically pick up the correct cost for loose spots, no matter when the spot is scheduled or its duration.
Also offered under Planit is Adsplits - a first-ever offering from SABC that allows media planners/buyers to implement highly-focused, geographically delineated radio advertising campaigns targeted at specific metropolitan areas via 5fm and Metro FM. The rate card for Adsplits gives advertisers the option to advertise at regional level at significantly reduced rates.
