Gonzalo Alonso of Audio.Ad: US radio advertising formats has already reached $3 billions

Gonzalo Alonso, General Director of Audio.Ad – Cisneros Interactive’s partner firm- talked to PRODU about major challenges regarding digital radio advertising formats.He added that currently they are in contact and working with radio stations and major media groups in the region. “It’s a mutual main challenge. When it comes to technology integration with them, we seek the use of technology to offer this new product and in this way work hand-in-hand to promote the growth on an industry that in the U.S. has already reached US$3 billion, which means it has a huge potential entering the region” he said.For Alonso, beyond the Latin America noticeable technological breakthroughs related to Internet, nowadays the goal is positioning the product in media agencies’ planners mind and in the decision makers’ ones. “Advertising in this type of environments (digital radio) is something new. We’re all pushing the industry to position the product, and this is a joint effort.”“The challenge is positioning a format which is not in most of the heads of those making investment decisions” he concluded.