Culture is Driving Growth

Author: Annette Malave, SVP/Insights, RAB

Over the next 20 years, the U.S. population will be comprised mostly of multi and intercultural individuals according to U.S. Census population projections.  This growth is attributed to the increase in the number of Asian, Blacks/African Americans and Hispanics/Latinx in the country and is being viewed as the catalyst of brand and revenue growth by advertisers and marketers alike.

Combined, these groups are projected to yield a buying power of $4.7 trillion by the year 2020 – up from $3.8 trillion in 2017, according to Nielsen.  Despite this projection, the dollars spent to target and advertise to  multicultural consumers remain relatively low.  While 37% of the U.S. population was comprised of Asian Americans, African Americans and Hispanic Americans in 2018, only 6% of advertising and marketing dollars were targeted to these segments, according to a study compiled and presented by Dr. Leo Kivijarv of PQ Media at the 2019 ANA Multicultural and Diversity Conference.
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What’s the Deal With CBD Product Advertising?

Contributors: Brad C. Deutsch, Principal, Foster Garvey, P.C. and Benjamin J. Lambiotte, Principal, Foster Garvey, P.C

Ever since December 2018, when the 2018 Farm Bill removed hemp and derivatives containing no more than 0.03% THC from Schedule I of the Controlled Substances Act (“CSA”), it seems that hemp-derived CBD products are everywhere – in grocery stores, pharmacies, online, and even in pet stores and restaurants. Sales and investment growth figures for the CBD industry are staggering and with that a lot of potential advertising revenue. However, any decision to take CBD advertising must be made with an understanding that the legal status of CBD-infused food, beverages, and dietary supplements remains unsettled and confusing. Although hard and fast rules are hard to come by (and probably will be for a while), here’s a summary of where things stand as of October 2019.

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Keep Your Files in Order

Contributors: Brad C. Deutsch, Principal, Foster Garvey, P.C. and Benjamin J. Lambiotte, Principal, Foster Garvey, P.C

Just as the 2020 federal election campaign shifts into high gear, on October 16, 2019, the Federal Communications Commission issued two significant orders “clarifying” broadcasters’ political public file obligations in response to complaints filed against several stations.  In both orders, the Commission made it very clear that it is station licensees – and not political ad sponsors or their ad buyers – who are responsible for ascertaining, collecting, and uploading in a timely manner to the FCC online political public file, all the information required by Section 315(e) of the Communications Act and the FCC’s political broadcasting rules.

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Radio Generates 8X More Response

Contributor: Bruno Tabbi, President and Co-Founder, Ignition Toll-Free

Results. That’s what all advertisers want from any media channel they use. Radio has proven that it can drive in-store traffic and online traffic but what about phone traffic? Despite all the tech options available today, many consumers like to make their initial inquiry to a business over the phone. But using a random phone number on radio makes it incredibly challenging for listeners to remember how to reach the advertiser they just heard. That’s where vanity phone numbers come in. 

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Consumers with a 1.3 Trillion Dollar Buying Power

Author: Annette Malave, SVP/Insights, RAB

Young. Strong. Influencers. These are just some of the characteristics of a consumer group that yields a buying power of 1.3 trillion dollars – Black/ African American consumers.

Black Americans are receptive to advertising and believe that radio ads provide them with meaningful consumer product information. “The role of radio, particularly Black radio, in the community is important and of great influence,” according to Steven C. Roberts, CEO, Roberts Radio Broadcasting.

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Leaning In To The Consumer To Drive Growth

Author: Tammy Greenberg, SVP/Business Development, RAB

It’s nothing new to say that we are living in an attention economy. We are marketing to consumers during a time when there is more noise and choice than there ever has been before – in media of all forms, on the shelves of grocery stores, in the search results on your mobile device or computer, in airports, at events and more. 

Last week, the Association of National Advertisers hosted their annual confab of Masters of Marketing. Over a period of three days, chief marketing officers from national brands took the stage inspiring a group of nearly 3,000 brand stewards, media professionals, analytics and ad tech partners with their brand stories, strategies, and goals for growth.

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