Category: Storytelling

Audio Advertising Gets Some Fine Tuning

New measurement tools in audio give marketers a better sense of their ROI

Contributor: Matthew Schwartz, director of editorial and content development, ANA

Video didn’t kill the radio advertising star. Neither did social media, online gaming, nor Netflix. The rise of digital platforms has been a veritable boon for audio advertising, which encompasses ads on streaming music services, podcasts, and traditional AM/FM and digital radio stations. Despite the dizzying number of media channels — or maybe because of them — radio continues to provide advertisers with effective reach at lower cost per thousand than linear or streaming programming.

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Radio Pumps Up Marketing Effectiveness

Audio advertising can boost audience engagement from the top of the funnel to the bottom

Author: Tammy Greenberg SVP Business Development, RAB

The pressure is on almost every marketer. A whopping 95 percent of marketing leaders say their teams are under more pressure than ever to prove marketing’s value, according to “CMSWire’s 2025 State of the CMO Report.” Equally worrisome, the report, based on the responses from 515 marketing leaders, found that 69 percent of marketers feel the gravity of responsibility to deliver quantifiable ROI, up from 59 percent in 2023. Using audio media platforms to amplify brand-building efforts — and drive full-funnel results — could be the solution to relieve the pressure.

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Radio Builds Business for Home Improvement Retailers

Author: Victor Texcucano, Content Coordinator, RAB

Home improvement never stops. Whether it’s to place your home on the real estate market or just to simply boost curb appeal, consumers are always on the hunt for inspiration, tools and materials to get the job done.

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Cause Marketing on Radio: What’s Working Best

Contributor: Rick Kestenbaum, general manager, AnalyticOwl

Connecting with individuals via media can be difficult. You need to engage with them personally and emotionally. It is a challenge that charitable organizations often struggle with trying to deliver their message to a mass audience.

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Humans Matter

Author: Tammy Greenberg, SVP Business Development/RAB

In the age of AI, audio’s ability to forge deeply personal and trusted relationships with listeners is an opportunity for brands.

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Why Radio Should Play a Central Role in Multicultural Campaigns

Author: Tammy Greenberg, SVP/Business Development, RAB

The constantly evolving makeup of today’s American population has made it one of the most ethnically diverse and multicultural nations in the world. From a marketing perspective, multiculturalism is a challenging concept to activate; developing creative and selecting the right mix of media that will achieve relevance across a multicultural spectrum is a difficult feat. For efficiency, many brands will market in a way that either appeals to the cultural nuances of a total market, a specific race, or communities of people who share the brand’s values.

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