MANILA, PHILIPPINES — Coming from a successful metaverse-inspired trade launch, RMN Networks’ Marketing and Media Ventures (RMN-MMV), the sales and creative marketing arm of Radio Mindanao Network, launched 360X, the first in the radio ad serving industry.
With the ever-changing media planning landscape in the advertising and media industry where Millennials and Gen-Zers now make up the majority of the networks media agency partners’ organizational structure, RMN-MMV believes in the need to develop innovative and more digitized media trading tools that will strategically appeal to them as they develop relevant media recommendations and solutions to their respective clients.
Tristan Nacino, Director of Innovation and Business Development at RMN-MMV, said, “After all, our media agency partners are also consumers themselves so we should reach out to them just like how customers are served well by any company even if our dealings with them is more B2B. We see and treat them as our valued customers deserving of not just quality service but more importantly, that quality service should also be served to them in an effective and efficient platform where they’re more strategically accustomed with, both as media planners and as regular consumers, and that is, Digital.”
In this current era of digitization, a lot of media companies use social media to promote content and build an audience. In the case of RMN-MMV the approach is different, RMN-MMV pivot strategy is based on purposeful digital transformation.
“For us in RMN-MMV, purposeful digital transformation is a process of Unlearning, Re-skilling, and Upskilling our people that should be in practice in order to create new products that will generate new businesses. It is a constant collaboration of various departments but most importantly we believe that our people should have fun doing it in order for this transformation to be successful,” added Tristan.
RMN MMV Executive Vice President and COO Erika Canoy-Sanchez stated that products like the 360X are also a way for RMN to pave the way to the digital future of the network and continue to provide creative media services to all media agencies and brand partners.
“We have pretty much set the stage for all of [our media partners] to see and experience the overall digital transformation of the RMN Network,” Erika noted.
The RMN 360X Media Planning Dashboard is a D.I.Y. multi-touch-point media planning tool showcasing RMN’s full network plans and media package, the 360X also unifies all of RMN’s media products from On-Air (radio), On-Ground (events and activations), Online (social and web), and On-Point (media research products).
By using the 360X, media planners and buyers can strategically Create, Customize, Add to Cart, Send, and Negotiate an RMN network-powered media plan according to the campaign objectives and media budget in real-time by adding products to their campaign cart and sending it to the network sales team for final negotiation on rates.
The 360X will serve more than just a media planning tool and platform. It is soft-launched through an electronic direct mail campaign across several media agencies. However, soon RMN-MMV will make the platform available to a wide range of brands, with a focus on small enterprises. The 360X Media Planning Dashboard will be amplified across RMN-MMV social media assets; the promotion will contain helpful consumer information, hyper-local trivia, and even promotion of local people, places, and undiscovered food spots in various regions, a testament to how well the company knows its hyper-local community.
Believing that technology should be an integral part of every business, RMN-MMV invested in launching 360X with the help of Ioki Digital as the tech developer of 360X. Prior to this, Ioki Digital and RMN partnered in digitizing RMN Foundation by launching a website with a full 360 virtual tour of the first RMN station in Cagayan De Oro.
THE RMN 360XPERIENCE
“The 360X is just one of RMN-MMV’s product innovations that are exclusively created and developed to cater to the planning needs of our business partners, the media agencies, and clients today, particularly digital solutions complementing our on-air product offerings.” Tristan shared.
The RMN 360X will also serve as a tactile solution to locally iterate and complement the media planning approach of many brands today, known as “ALWAYS-ON.” The 360X will carry the hyper-local articulation of what RMN calls “ALWAYS-ON-TARGET,” a planning discipline that agencies and brands can only get from RMN.
The “ALWAYS ON-TARGET” is more than just a media planning strategy in RMN, it’s a progressive and encompassing mindset that guides RMN-MMV’s creative and ideation processes to be more purposefully relevant to its client’s needs.
360X PLANNING IN EASY STEPS
Media planners and buyers may select any of the pre-configured 360X plans from the platform’s selection, which varies depending on their budget and specific KPIs. By using the “Basic 360X Plans” and picking their add-ons from the network’s collection of media products, they can also design and customize their own plan.
360X users can choose and check out the created network plan and immediately it will be sent to the RMN sales team. Clients and the RMN sales team can negotiate their package in real-time within the dashboard, which is another feature of the 360X.
360X is now available and can be accessed here.
