Author: Annette Malave, SVP/Insights, RAB
Of all generations, millennials have had the greatest influence on the advertising and marketing world. Their views and opinions and how they communicate amongst each other shifted how advertiser brands engage with them. According to an early study conducted by Harris and Eventbrite, millennials would choose to spend money on experiences versus things and the greater majority had participated in live events in the past year – like concerts, festivals, themed sports, etc.
While millennials, as a target audience, may have been a catalyst to the growth of event/experiential, it is now an important component of many brands’ marketing campaigns – regardless of age groups. Marketers will spend nearly 21% of their overall budgets on event/experiential in 2018 compared to 19% in 2017, according to a 2018 report by Event Marketer.
Continue reading “Radio Delivers Experiences”
In this edition, Erica Farber, President and CEO of the RAB, speaks with Bill McElveen, Executive Vice President of the Eastern Region for Alpha Media. One of the many strengths of local radio is the difference it makes in a person’s life. It is truly the voice of the local community.
Listen as they discuss the state of local broadcasting, the importance of creating remarkable content and the need for the industry to focus on creating value for the advertiser.
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Author: Tammy Greenberg, SVP Business Development, RAB
At a recent MediaPost conference, one of the panelists responded to a question posed to him by stating that we have left the “exposure age” and we are now in the “age of outcome.” He further expressed his opinion that marketers, agencies and all media must continue to evolve to measure outcome in robust, transparent, statistically significant ways.
Data helps us reveal insights and craft stories of real outcome that enable advertisers to create relevant messaging for their audiences – messaging that will ultimately equate to high value touches with their consumers.
Continue reading “In the Age of Outcome, Radio Has Some Great Stories to Tell”
There is little doubt that we are in a golden age of media overall, as content is available everywhere and across all devices. Yet, according to Nielsen’s second quarter 2017 Comparable Metrics Report, radio remains the top way to reach consumers across all media platforms – 93% A18+. And radio also provides advertisers with effective digital opportunities to compliment and extend its large over-the-air audience. Such as: streaming, on-demand podcasts, HD radio, NextRadio, and pure plays… the list continues to expand. Radio’s social media websites provide advertisers with new ways to relate to the enthusiastic radio audience. As smart marketers, we must look ahead to understand these drivers of change and signals of progress to navigate forward. The media landscape is vast, complex with technology changing the way consumer’s engage with media and radio remains the best way to reach consumers across demographics.
Continue reading “Radio: Still the One”
2018 is now in full swing, and with so many retrospective articles across publications it is also a great time to take a new look at media comparisons. 2017 seemed to be the year for digital and social media as seen in so many articles.
However, figures in other research publications and newsletters painted a very different image.
Continue reading “Radio: Consumers’ Weekly Leader”