In this edition, Erica Farber, President and CEO of the RAB speaks with Arica McKinnon, Director of Client Solutions, Local Media Analytics at Nielsen. Research is important on many levels. It allows a station the opportunity to learn more about its listeners and it can help to tell a station’s story to an advertiser. Having access to strong local data especially in small or medium markets is not always feasible.
In this podcast they discuss how, Nielsen, through their media analytics division is now providing affordable analytics for local stations and the four key benefits they provide.
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It doesn’t matter what state or city you are in or even the street you are on, smartphones are everywhere. Smartphones have become an item that you can’t be without. Think of the last time you forgot your phone. Did you get that sick and almost lost feeling, like you were disconnected from everything? It’s even harder when you live in a city where you commute using public transportation? You have no choice but to read the signage on the bus or trains and even worse, look at people!! Yikes.
OK, well maybe that’s a bit extreme, but I’m certain that brought at least a chuckle! The point is that the smartphone doesn’t replace everything in a consumer’s life, but it does complement it. Similarly, streaming or online radio complements broadcast radio.
Continue reading “Over-the-Air Radio Dominates —
Complemented by Streams”
During the recent Association of National Advertisers’ (ANA) 2017 Media Conference, Marc Pritchard, Chief Brand Officer at P & G, challenged CMOs to demand transparency from their digital media partners by eliminating ad fraud and making sure that the ad purchased actually reaches the intended consumer. Little to no audited proof of ad delivery should be considered unacceptable.
Continue reading “Radio. No Secrets Here.”
There has been a lot of press lately regarding reach. Most recently, an article by Andy Sippel, svp at Advertiser Perceptions, a business intelligence firm serving the global advertising industry, used the phrase regarding reach being the new black. If that is the case, then radio is red hot! Continue reading “If Reach is the New Black, Then
Radio is Red Hot!”
Today’s post is courtesy of Jim Spaeth and Alice K. Sylvester of Sequent Partners. This is a follow-up post on Multi-Touch Attribution.
The Attribution Accelerator conference, sponsored in part by the RAB on November 30, confirmed that the advertising industry has pinned high hopes to a new measure of media performance, Cross-Channel Attribution modeling.
Close to 300 marketers, agency, media and research providers looked at the in’s and out’s of attribution and its traditional forbearer, marketing mix models. Marketer representatives in attendance included: Unilever, Estee Lauder, Johnson & Johnson, Verizon, Weight Watchers and Citi. The conference was designed to generate dialogue about Return On Investment measurement and hear what marketers have experienced and need.
If you think this is just another post on ROI, it’s not. It’s about the future of planning what media is included in the plan…or not!
Continue reading “Reporting from The Attribution
Accelerator – What You Need to Know”
Today’s post is courtesy of Maura Kautsky, VP Marketing NextRadio
I saw this funny quote the other day that couldn’t be timelier “Marketing without data is like driving with your eyes closed”. And boy has that data evolved. As you read from the previous blog, marketers are moving from big data to data attribution which provides insight into what receives credit for conversion. Continue reading “Let Radio Data Tell the Story”