Author: Tammy Greenberg, SVP/Business Development, RAB
IAB published survey results at the end of 2020 indicating that 64% of media buyers said they will focus on digital performance marketing in 2021 with the ability to evaluate plans and results more frequently.
With significant advancements in the attribution space, radio has been able to prove unequivocally that it is one of the most effective media in driving online behavior among all target audience groups.
Author: Annette Malave, SVP/Insights, RAB
During RAB’s CES coverage, RAB, along with guests, discussed not only the change with CES from in-person to virtual, but also the changes in products and efforts by various tech companies. Shawn DuBravac, futurist and president of Avrio Institute, suggests when hearing about the products presented during CES, to zoom out of the individual product announcements and “look at the bigger picture.” DuBravac continues, “Push more broadly around products tying into their bigger goals and bigger desires… this is really going to disrupt the advertising market.”
Continue reading “It’s About the Bigger Picture – Insights into CES 2021”
Author: Annette Malave, SVP/Insights, RAB
The Radio Advertising Bureau (RAB) fields questions daily regarding research, best practices, promotional ideas, and more. One of the most frequently asked questions is, “How many ads should I run per week?” The answer always starts with, “That depends. What is your goal?”
The role of advertising is to increase the chance that people will choose your brand by making the brand easy to think of and easy to buy. Yet determining the amount of activity needed to reach consumers is anything but easy.
CUMULUS MEDIA | Westwood One and the Radio Advertising Bureau partnered to determine and set guidelines based on four campaign goals that range from 34% reach to a 78% reach of a station’s audience.
Contributor: Rick Kestenbaum, General Manager, AnalyticOwl
As the old saying goes, “If you do what you’ve always done, you’ll get what you’ve always gotten.” This is especially true in radio selling and buying, where a reliance on expensive ratings data and audience demos leads to buys made on the description of an audience rather than the actions of an audience. Contrast this with digital selling, where plans are made based on historical response and ROI. It’s clear which gets an advertiser off to a better start and which leads to greater satisfaction. Now, thanks to the rise of response data, radio can be sold and bought on the same game-changing premise.
Continue reading “Response Data is Rewriting the Way Radio is Sold and Bought”
Author: Annette Malave, SVP/Insights, RAB
This month marks radio’s 100th anniversary. It’s an incredible milestone, and never has radio been more important, valued or recognized as it has this past year.
Author: Annette Malave, SVP/Insights, RAB
In less than a month, Americans from all walks of life will use the opportunity to make their voices heard. They will vote.
To say that this election will be like no other would be a great understatement. While campaign advertising started early, over the next few weeks, the airwaves will be inundated with information, facts and promises to influence and sway voters. During this emotionally charged year, connecting personally will be vital to the success of a candidate’s campaign. No other medium connects and engages personally more than broadcast radio.