Radio Listening – Page 17

Using Omni-Shopper Insights to Create More Effective Ads

Contributor: Sarena Gerard, Senior Research Associate, GfK

Combining online and in-store shopping is a highly personal, consumer-driven experience that’s here to stay — one that predates COVID-19 but that has picked up major momentum over the last 18 months.

For many consumers, pivoting from in-store to online shopping was one survival tactic among many adopted to cope with pandemic lockdowns —and as the omnichannel trend continues to rise, many advertisers are working hard to get in front of consumers in both online and in-store environments. This is especially true in categories that have experienced strong omnichannel growth over the last year – among them clothing & fashion, household cleaning products, and packaged foods and beverages.

People are Tuned In and On the Go

Author: Annette Malave, SVP/Insights, RAB

People are resilient. It is an awesome wonder of human nature. There’s no doubt that everyone has experienced challenges, but looking around, you see that people have returned to doing what they did pre-pandemic. They are tuned into radio and ready to go.

In Your Ears – The 30th Anniversary
Radio Mercury Awards

Author: Madison Wright, Associate Producer, Radio Mercury Awards

For the past 30 years, radio broadcasters, agencies and advertisers have entered their creative work into the Radio Mercury Awards. Produced by the Radio Advertising Bureau, it is the only awards competition that exclusively honors creativity in radio and audio since its creation in 1992. Around 20,000 commercials have competed for close to $3.5 million in prizes.

When reflecting upon the Radio Mercury Awards, especially during this special anniversary, two things come to mind – the rich heritage of the awards show and how they continue to matter to the creative community as the medium continues to evolve.

Meet the New Retail Shopper

Author: Annette Malave, SVP/Insights, RAB

We know that consumer shopping behavior changed dramatically in 2020 – due to both restrictions and personal preferences. However, live events are on, places are open, and consumers are ready for it all.

The National Retail Federation revised their 2021 annual forecast and now projects that retail sales will total anywhere from $4.44 to $4.56 trillion this year. Yes, consumers are ready to shop, but where they shop, why they shop and what they buy will look different in 2021.

Objections Overruled. Radio Drives Double Digit Site Lift for Legal Services

Author: Annette Malave, SVP/Insights, RAB

A 2019 blog post noted how 58% of consumers will use search to find an attorney or legal service. That was well before the events we all experienced during 2020. No doubt, the search for legal counsel increased during 2020 for various and obvious reasons.

As many consumers and businesses across the country were impacted both economically and medically by the pandemic, the need for legal services spiked. According to the American Bankruptcy Institute, bankruptcy filings were up 30% just between April and May 2020. When Americans needed help, broadcast radio was there to inform them of where to get those legal services – driving a double-digit lift in site traffic for legal services in 2020.

You Can Count on Radio for Banking

Author: Annette Malave, SVP/Insights, RAB

There have been numerous articles, studies and surveys on shift in consumer shopping preferences and behavior. While percentages for each survey may have varied, there was one consistent finding – Americans have increased their use of online transactions. The implication of this behavioral shift is not just limited to retail but also to banking – 27% of consumers agree that banks will be more flexible over the next two years.

Continue reading “You Can Count on Radio for Banking”

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