Smart Media Buying, part of the North East based Smart Media Group, is reflecting on a year of success, following the appointment of Rosie Adams.
Rosie has worked in media for over 10 years, initially holding an internship at local radio station Metro Radio during university. She later moved to London to work in national advertising for radio and print. Working across well-known brands such as Grazia and Heat magazines, Rosie’s career progressed rapidly as she went on to work across some of the biggest national radio stations such as Absolute Radio, Magic and KISS.
Rosie worked her way up to Group Head of Audio in a variety of roles, ending up working on a variety of accounts such as Wickes, Tesco Mobile, Mondelez and Shell.
After nine years in London, Covid hit and Rosie moved back to the North East to be around family.
Rosie had previously worked with Mark Clancey, Managing Director of Smart Media, whilst at Metro Radio and reconnected just over a year ago.
She then began a new role at Smart Media in a team of five and is an Account Director for some of the biggest companies in the UK, such as JD Sports, Castore, Go Outdoors, Metrocentre and Hays Travel.
Last year, television advertising in the UK formed a revenue of over £3.8billion, highlighting just how important the right media strategy can be to a business.
Smart Media Buying provide advertising strategies across radio, television, podcasts, digital and out of home to provide a full-service campaign to clients.
With over 67% of UK adults listening to digital radio weekly, there is a real demand from Smart Media’s clients to advertise on radio advertisements across local and national stations. Additionally, there are over 27.2million televisions in households across the UK, highlighting a significant number of potential customers across radio and television at any given time.
Rosie Adams, Account Director at Smart Media, explained more about her role: “Since I started at Smart just over a year ago, I have had the opportunity to work with local, national, and international clients, in an industry that is rapidly expanding.
“Our growth throughout the last year has been phenomenal and we are working on some exciting projects with our clients.
“In Q4 last year we saw JD push the boundaries and enter the world of cinema. We booked and planned a multi touchpoint cinema campaign that involved sponsorship idents of Black Panther, running a mixture of 120’ and 130’ commercials. We used geo planning tools to upweight around key performing stores and arranged private viewing of the film for prize winners, influencers, staff and key stakeholders. We also added an experiential area in Westfield shopping centre to bring the campaign to life.
“This is a really exciting time for us and our clients as we have seen a real increase in engagement with our television and radio ads”.
Locally, Smart Media work with the likes of the Metrocentre on their media campaigns and utilise a mixture of media platforms such as Digital Out of Home, Radio, Digital, Social and TV advertising to drive audiences to the centre during peak times throughout the year.
With more drivers than ever on Britain’s roads, the opportunity to advertise to listeners through radio advertisements has increased, with the RAC noting that motorway traffic had increased by 14.4% in 2021, compared to pre-pandemic levels.
With so many potential customers listening or watching advertisements, it is no surprise that Smart Media has seen an increased demand for their services.
Rosie commented on this growth: “Lockdown really changed a lot of people’s perspectives about living and working in London. It is no longer necessary to run a company from a large office in the heart of London and the North East is really proving itself as a hub for media companies to set up a base, and we are benefitting from that demand.”
The team at Smart Media pride themselves on super serving clients and offer a full 360 approach to media. Through the Smart Media Group, the team have access to out of home screens, international partnerships, and specialist knowledge.
Rosie said: “We see ourselves as an extension to a company’s marketing team, and work closely with a businesses’ team to ensure we are all on the same page and working towards the same goal.
“Trust is important, and we have developed solid relationships with our clients. Each member of my team is a specialist in a different form of media, such as television or radio, so we are fully equipped to market our clients to a variety of media platforms.”
Through her extensive experience working in radio and print, Rosie has found success for her clients through meaningful media strategies that ensure the right audience are targeted.
Despite newspaper articles suggesting radio listener numbers are declining, this is not the case. The advent of smart speakers has allowed radio users who may previously have only listened in their car, to now also listen at home or work, increasing listener hours.
Rosie noted: “Radio, Digital Out of Home and Television adverts have proved incredibly successful for our clients, and through regional and national campaigns, we have seen a real drive towards listeners and viewers interacting with our clients through their website or social media channels.
“This is definitely a prime time for businesses to expand their media packages into radio and television adverts.”
To find out more about Smart Media Buying, visit https://smartmediabuying.co.uk/
