Paragon Webinar Part Three: Flipping The Script - What Programmatic Media Buyers Say About Public Radio
The third and final conversation in The New Sound of Sustaining Public Radio webinar series is now available to watch on demand.
In Part 3, SoundStack and Paragon flipped the perspective to ask: What do programmatic buyers see in public radio?
Experts from DAX US, NPR, and Barometer explored why public radio’s audience and listening experience appeal to national advertisers, how brand suitability and contextual targeting help ensure ads align with station content and values, and what it takes to turn advertiser interest into meaningful digital revenue for stations.
Can programmatic complement your direct business without undercutting it?
For public media organizations considering programmatic, protecting the direct business can be a major concern. Sabrina Mohsenin of National Public Media shares how they’ve approached programmatic to capture incremental revenue while protecting what’s already working — and why it doesn’t have to be all or nothing.
Missed Part 3 or want to go back to the beginning?
Watch all three webinar replays from The New Sound of Sustaining Public Radio series.