Tracking Campaign Performance With Radio

Author: Tammy Greenberg, SVP/Business Development, RAB

IAB published survey results at the end of 2020 indicating that 64% of media buyers said they will focus on digital performance marketing in 2021 with the ability to evaluate plans and results more frequently.

With significant advancements in the attribution space, radio has been able to prove unequivocally that it is one of the most effective media in driving online behavior among all target audience groups.

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Radio Generates 8X More Response

Contributor: Bruno Tabbi, President and Co-Founder, Ignition Toll-Free

Results. That’s what all advertisers want from any media channel they use. Radio has proven that it can drive in-store traffic and online traffic but what about phone traffic? Despite all the tech options available today, many consumers like to make their initial inquiry to a business over the phone. But using a random phone number on radio makes it incredibly challenging for listeners to remember how to reach the advertiser they just heard. That’s where vanity phone numbers come in. 

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