proAudio – Full Flexibility With Creatives, Spot Lengths & Times
Part 3: Planning Without Limits - Manage Creatives, Spot Lengths, Timeframes & Zones Flexibly
Radio advertising thrives on variety and precision. Different creatives, varying spot lengths, and a carefully managed station mix determine how effective a campaign will be. This is exactly where proAudio comes in - the radio planning tool in LEADING Media that gives agencies full flexibility and control.
What once required Excel spreadsheets, tedious adjustments, and endless coordination can now be managed directly within the system - fast, precise, and without detours. Once a campaign is set up in LEADING Media, one click on the proAudio button gives you access to all the levers you need for efficient radio planning.
The first tab, Basic Data, forms the foundation. To keep things clear, it is divided into three sections:
- Spots: Define campaign periods, spot lengths, spot types, and creatives, along with desired timeframes and dayparts.
- Stations: You can include up to 30 radio stations, including the option to set a target value for the station mix.
- Additional planning parameters: You can also define the budget basis, total budget, GRPs, and the freespace calculation method. In addition, the Radiotest data and the desired target audience can be selected here for later Zervice evaluation.
The next sections – Performance & Budget (Part 4) and Performance Metrics (Part 5) - will be introduced in the upcoming blog posts.
Time Periods & Time Zones
With the Time Period field, you define exactly when your radio campaign will run. The Time Zones determine at which times of day your spots are broadcast—by default from 05:00 to 22:00, but fully customizable to your preferred slots. This ensures you reach your target audience precisely when they are listening and get the most out of your radio advertising.
In the Flights/Time Zones tab, you can further refine these settings for reporting purposes.
You can define up to 10 flights (including their time ranges and individual names) and up to 5 time zones with custom labels. For each time zone, you can also set a baseline target value in percent - based on GRPs or budget - to be used in subsequent evaluations.
Manage Creatives Flexibly
With proAudio, creatives can easily be assigned or newly created. For every spot length and type, a dropdown provides all creatives already stored for the client. New content can be added directly into the system and saved for future use. This way, managing creative assets becomes a seamless part of the planning process.
Spot Lengths - Always Adjustable
Whether it’s a 5-second teaser, a classic 20-second spot, or a tandem format - proAudio allows you to plan up to three different spot lengths in parallel. And if the creative agency delivers a 19-second spot instead of the originally planned 15-second one, the length can be updated effortlessly. This keeps your campaign flexible and true to reality.
Control the Station Mix
Up to 30 radio stations can be included in a single campaign. You can also define a desired target value for the station mix to be used in the evaluations - without any additional Excel calculations.
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