Contributor: Rick Kestenbaum, General Manager, AnalyticOwl
As the old saying goes, “If you do what you’ve always done, you’ll get what you’ve always gotten.” This is especially true in radio selling and buying, where a reliance on expensive ratings data and audience demos leads to buys made on the description of an audience rather than the actions of an audience. Contrast this with digital selling, where plans are made based on historical response and ROI. It’s clear which gets an advertiser off to a better start and which leads to greater satisfaction. Now, thanks to the rise of response data, radio can be sold and bought on the same game-changing premise.
Continue reading “Response Data is Rewriting the Way Radio is Sold and Bought”