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”
Broadcast radio has many strengths. It’s live and local. You can tune in to hear your favorite songs, get the latest weather and traffic updates. Maybe you turn it on just to keep you company or hear the play-by-play of the game. But radio also has other strengths that are often taken for granted, and even sometimes, overlooked.
Continue reading “Don’t Take Radio for Granted”
Today’s post is courtesy of Jim Spaeth and Alice K. Sylvester of Sequent Partners.
“ROI.” “ROI.” “ROI.” whined Jan Brady.
Ok, maybe not, but you can’t go too far these days without encountering the term Return on Investment. ROI performance is on everyone’s mind – auto dealers, big retailers, movie companies … all of radio’s advertisers.
But just as we wrapped our heads around the advanced math of econometric marketing mix models, the measurement world changed. Today, the venerable, powerful marketing mix models are considered too slow, too macro and too backwards-thinking for most marketers. They need tools that are more granular and more comprehensive – tools like they have in digital, where they can attribute sales to digital touchpoints and map a consumer’s journey from search to website to reviewers’ blogs to Facebook to Amazon.
Attribution modeling is leaving the digital ecosystem and will play a key role in cross-platform ROI analysis. It’s a very hot topic full of promise and right now, some bluster.
Continue reading “Marketing Measurement Evolves:
Why You Should Care About Multi-Touch Attribution”
With only 9 weeks left before we bid farewell to 2016, we asked Mark Fratrik, Ph.D., SVP and Chief Economist with BIA/Kelsey to provide with us with radio’s outlook for 2017.
Where do local radio stations stand in the new local media advertising marketplace, especially compared to their traditional and online/digital competitors? According to the recently published 2017 BIA/Kelsey U.S Local Advertising Forecast, which provides a five year national forecast and 12 individual media forecasts, radio does reasonably well. The combination of online activities with the over-the-air advertising leads to a 10.5% share of the $148.8B local advertising pie in 2017.
Continue reading “Radio’s Place in the New Local Media
In seventeen more days we’ll know who will be leading this country for the next four years. As we approach November 8, there is still time for candidates to reach voters and particularly those that are still undecided. Also, given the events that have occurred in the past few weeks, political advertising dollars have seen some shifts, but not with radio.
Continue reading “Only 17 Days Left!”
These are the words that have been used to describe radio by some of the most widely recognized national brands and large advertising agencies. During the 40th Annual Fall Broadcast Management Conference and the 16th Annual Power of Urban Radio Forum, speakers and panelists discussed radio’s strengths, future as well as what radio can do to help advertisers address their challenges.
Continue reading “Scale. Storyteller. Relationships.”