Author: Annette Malave, SVP/Insights, RAB
In 2022, the typical driver lost 51 hours sitting in traffic. That’s a lot of wear and tear on a vehicle – regardless of the city you live in. With 12.5 as the average vehicle age on the roads today, there are service opportunities for independent service businesses and auto franchises alike.
Continue reading “Radio Accelerates Customer Activity for Auto Services”Author: Tammy Greenberg, SVP/Business Development, RAB
The marketing industry has long leaned into results-driven marketing efforts that square up against specific goals, audiences, and strategies. Today, due in part to the current financial climate, seemingly all marketing is performance marketing, with metrics defined by cost per audiences reached, served, and, ultimately, converted.
Continue reading “How Radio Builds Effectiveness for RMN Campaigns”Contributor: David Schapira, senior vice president of strategy and operations, AnalyticOwl,
There have never been more options for students to search for the right school or program for higher education. Conversely, the space has never been more crowded, making the right approach to reaching and converting those students more important than ever to drive enrollment.
Continue reading “Today’s Lesson: Radio Works for Education”Contributor: Rick Kestenbaum, General Manager, AnalyticOwl
Is a homeowner ever truly done with repairs and projects? Most homeowners will tell you no, and that creates constant opportunity for businesses in the home services category.
Continue reading “Home Services Ads on Radio: What’s Working Best”Contributors: Maxine Gurevich, SVP/Cultural Intelligence and Courtney Mota, VP/Cultural Intelligence, Horizon Media
In 2022, we saw several pivotal events — the overturning of a 50-year law by the U.S. Supreme Court, Elon Musk’s seemingly impulsive Twitter takeover, FTX’s high-profile collapse, nationally televised hearings of the January 6th Committee and a contentious mid-term election. These are the kind of events that force people to question how the actions of a powerful few impact the majority. In 2023, we’ll be asking what role there is for brands to play in helping the current systems work better for more people. People are tired but better informed, and brands should prepare to demonstrate value upfront before asking people to part with their already-stretched, too-hard-earned money.
Continue reading “Top Cultural Trends of 2023”Contributor: Bo Bandy, SVP of marketing, GM Digital, Marketron
The 11th annual RAB-Borrell digital benchmarking report for radio didn’t disappoint with its insights for the industry. Of those, the projection for radio digital advertising hitting $2 billion in 2023 certainly deserves attention. The revenue generated by this segment is impressive. In 2022,19% of total ad revenue was from digital advertising sales. So, what does this new growth mean for radio?
Continue reading “Radio Digital Ads to Generate $2B for Stations in 2023: Uncovering Insights in the RAB-Borrell Annual Benchmarking Report”Author: Tammy Greenberg, SVP/Business Development, RAB
It has been proven time and again that innovation drives growth. In fact, according to Kantar BrandZ, brands that continue to innovate in difficult times and beyond grow seven times faster than competitors.
The same is true for media brands. As the media landscape continues to be disrupted, audio is innovating and providing new channels for growth, new listeners to connect with, and new creators that deliver exceptional, must-consume content. No wonder its forecast for growth is solid.
Continue reading “Radio Paves the Way for Growth”Author: Annette Malave, SVP/Insights, RAB
If you are like most people, your home and those that live in it became more tech savvy and “smarter” in the past few years. People realized the importance of cellphones, fast internet and other tech type things. People became “tele-everything.” This is potentially the dawn of a tele-everything world, but this world is dependent on the internet, technology and of course, the devices needed in this new world.
Continue reading “Heavy Radio Listeners Stay Connected”Contributor: Jenn Hoff, Digital Sales Director, Marketron
Radio continues to be a channel that engages and influences listeners across all demographics. While much has changed since its inception, radio holds strong as a medium that people trust and truly tune in to, making it a great opportunity for any advertiser.
Continue reading “Why Radio Still Has the Ear of Consumers, Influencing Buying Decisions for a Variety of Advertisers”Contributor: Dustin Wilson, Manager of Client Development, Digital, Marketron
It’s no secret that integrated advertising campaigns typically perform better. When you pair radio and digital ads, they’re an excellent complement to each other. That’s because audiences consume content in multiple ways across lots of mediums. And that’s a necessity in a world where people encounter hundreds if not thousands of ads in a single day.
The competition to break out from the noise and connect with audiences is key for any advertiser. However, they may have misconceptions about what channels work best. Well, they don’t need to go on hunches, and neither do you. Data and research support that radio ads can lift the performance of digital ones.
Continue reading “Radio Advertising Is the Perfect “Lift” for Digital”
Author: Annette Malave, SVP/Insights, RAB
While many behaviors shifted during the pandemic, Americans became more aware of their overall health and wellness. As consumers focused on exercise and rediscovered the outdoors, many reviewed their intake of vitamins, supplements and nutrients as a way to improve and or boost their immunities.
Continue reading “Radio – A Booster for Wellness”
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.
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: Tammy Greenberg, SVP/Business Development, RAB
As we leave one decade to enter another, we couldn’t be prouder of the progress that radio has made to continuously deliver first-class and relevant content to listeners any way they wish to consume it. Among consumers today, audio is hot and radio is hotter. Advertisers from Main Street to Wall Street are tapping into radio’s incredible power and unique attributes. Why? Because radio is emotionally engaging, personal and measurable with the ability to deliver ad messages in a safe and receptive environment.
Continue reading “Radio’s Top 10 to Usher in 2020”
Photo Credit: RAB/NAB Radio Show 2019
Author: Annette Malave, SVP/Insights, RAB
“Radio, Streaming, Podcasting.” During the reimagined 2019 Radio Show, session content touched on all aspects of the audio landscape and delivering insights applicable to all media and advertising professionals.
In session after session, the overarching message was simple. The content broadcast stations deliver to listeners is the core differentiator when compared to other audio sources and how that content is delivered should and will be embraced – regardless of platform or device.
Author: Annette Malave, SVP/Insights, RAB
In this world, there are always ingredients, products or events that disrupt culture and make an impact. A few years ago, it was bacon. Bacon has moved from the breakfast table to the dinner table and ultimately to desert. It could be found on anything from soups to cupcakes. Similarly, data has found its place everywhere and in anything we do. That is probably why, Amber Hameed, Vice President, Information Systems, Dollar Shave Club referred to data as “the new bacon.” Data can be found anywhere and by anyone.
Author: Tammy Greenberg, SVP, Business Development, RAB
The takeaway from the ANA (Association of National Advertisers) annual Media Conference was to embrace bravery, take risks and step up and recognize that business and brand growth is the “shiny new object.”
In his opening remarks that set the stage for the 700+ brand media and marketing attendees, Bob Liodice, CEO of the ANA, stated that the world’s leading brands are “activating brave.” It’s a shift from ensuring consistency to stimulating desire among consumers, from being marketing centric to acting enterprise centric, and from creating functional and emotional differentiation to changing a way a business goes to market. In order to do this, brands must intuitively understand their customers and they need to be willing to communicate in brave, iconic ways that will delight and deliver the way the consumer wants to receive it.
Country Radio Broadcasters, Inc. recently released the results of a research project titled, Understanding Parents, Teens and Country Music, conducted by Edison Research. Although the focus of the study was based on country music users, the overall findings of the research are applicable for parents and teens who listen to any type of music format on the radio.
In this edition, Erica Farber, President and CEO of the RAB speaks with Megan Lazovick, Vice President at Edison Research. Radio by far is the most listened to form of audio among the parents of teens but the research suggests that due to the vast technology options available, it’s the teenagers that may be changing their parents listening habits.
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Author: Annette Malave, SVP/Insights, RAB
Food is fabulous! And it’s even better when someone else prepares it and serves it to you – whether it is in a casual dining establishment, white tablecloth restaurant or even in a to-go bag.
The restaurant industry has undergone vast changes to meet the expectations of consumers. They seek out unique foods and concepts that are authentic – in both flavor and experience. They also expect healthy options that will delight the inner foodie in them.
Studies have shown that words and sounds (especially those related to food) can bring imagery to mind – one of radio’s many strengths. And when you use any of these words or similar tactics within a radio commercial, radio drives restaurant search.
Author: Annette Malave, SVP/Insights, RAB
Consumers today, specifically auto-buying intenders, shop differently. Reasons for differences in their shopping behavior are due to age, brand awareness and ad influence. Thanks to data collection via technology, there are now ways to quantify the impact of advertising and more importantly, the specific impact that can be attributed directly to radio.
