Marketron

Diverse Consumers are Growth Opportunities for Auto Dealers

Author: Annette Malave, SVP/Insights, RAB

The auto industry is once again claiming a stronghold in news headlines. What are the tariff implications? When is the best time to buy? What are consumers thinking? Even if you are currently not in the market for a vehicle, some of the headlines may cause you to reconsider…just in case.

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The State of Radio Sales: Listeners Remain as Do the Value of the Spots

Contributor: Todd Kalman, CRO, Marketron

Depending on what you read and hear, you may think radio advertising revenues are destined for downturns. There’s more to the story than the misconceptions that nobody’s buying airtime ads, and that no one listens to broadcast radio. Both are false!

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Radio has a Place at the Marketing Table for Furniture Retailers

Author: Nick Arias, Research & Insights Assistant, RAB

“Home is where the heart is.” There is no better feeling than the comfort of your own home, and some of that comfort can be attributed to the furnishings in your home.

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Radio Listeners are Smart Opportunities for Retailers

Author: Victor Texcucano, Content Coordinator, RAB

We are well into the 21st century, and the technology available for consumers to place in their homes is proof of that. Whether it’s smart thermostats you can control with a smartphone or a smart speaker that allows for control of all the lights of your home, the smart home technology available today is exactly what was presented in old sci-fi movies and novels.

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It’s Time Marketers Hear the Truth About Audio

Misconceptions about audio could leave brands missing out on a valuable medium

Author: Tammy Greenberg, SVP/Business Development, RAB

Audio consumption has seen significant growth in recent years due to an expanding landscape. With consumers turning to audio for the convenience that it provides – allowing them to multitask – and the plethora of content to suit all moods and needs, it may be no surprise that WARC reports audio has grown significantly faster than media consumption overall, across demographics. However, there is a significant gap in the investments marketers allocate to audio versus other media. WARC projected that, by 2024, audio would account for 24.5 percent of all ad-supported media consumption but only 8.4 percent of ad investments. The disparity between engagement with audio and investment in audio is profound.

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Own the Creative, Own the Ad Buy: The Untapped Differentiator in Local Media Sales

Author: Travis Cartier, senior manager, onboarding and development, Marketron

One of the most frequent questions I hear from radio salespeople is, “What’s my differentiator?” It’s a crowded landscape with local businesses receiving daily emails and calls from someone who wants their ad budget.

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Every Second, Every Minute Matters

Authors: Tammy Greenberg, SVP/Business Development, RAB and Annette Malave, SVP/Insights, RAB

Have you ever thought about what happens in 60 seconds on the internet? Think about what you do in 60 seconds. With more media options available today, consumers are swiping, snipping, chatting and listening at lightning speed.

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There’s a new generation to know – Generation Alpha

Author: Victor Texcucano, Content Coordinator, RAB

Times change. Millennials were once unceremoniously set aside in favor of Generation Z. Well, karma may be real, because it’s now happened to Generation Z, as marketers now focus on the newest generation – Generation Alpha. Marketers must now focus on this young generation, who have their own unique quirks and characteristics.

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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 You Should Be Laser-Focused on Radio’s Strength

Authors: Tammy Greenberg, SVP/Business Development, RAB and Annette Malave, SVP/Insights, RAB

Radio has transformed, progressed and modernized as the overall media industry has expanded and consumer choice has become more robust with media behavior fragmented.​

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2024 – A Look Back

Author: Annette Malave, SVP/Insights, RAB

During this time of year, we all try to find some time to take a breath and look back at the events of the year. Some will make you laugh, while others may make you cry.

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The Power of Social Media and Radio

Author: Nick Arias, Research & Insights Assistant, RAB

According to Edison Research’s The Infinite Dial 2024 study, an estimated 235 million people (82%) are social media users.

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Radio Builds Home Improvement Businesses

Author: Annette Malave, SVP/Insights, RAB

If you are a homeowner, you are most certainly familiar with the “honey-do” list. (If you are not a homeowner, it is a list of maintenance tasks that need to be done around the home.) Somehow, these lists never seem to end – the moment you cross one task off, another quickly takes its place.

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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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Why Do Local Companies Need to Advertise Continuously?

Contributor: Beth Osborne, director, marketing and content, Marketron

Advertising is continuous. The biggest brands in the world are still buying media, so why wouldn’t a local business? The argument that everybody already knows the business doesn’t hold up in the modern world. Just because a consumer knows a company doesn’t mean it’s at the top of their mind or has value in their eyes.

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Electronic Retailers Have the Goods This Holiday Season

Author: Victor Texcucano, Content Coordinator, RAB

Electronic retailers are one of the more popular places where consumers shop for gifts for loved ones. Whether it’s a new tablet for the kids, a new laptop for a college student or a brand-new 80” 4K TV for the living room, electronic retailers sell many high-ticket goods valued by all consumers.

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Driving Demand: The Impact of Radio Listening on Auto Sales

Author: Annette Malave, SVP/Insights, RAB

The auto industry has had its fair share of challenges and opportunities in the past few years. Events such as parts and labor shortages, strikes and the most recent security hack are just a few. While these events undoubtedly impact their business, they have an even greater effect on the consumer.

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Plumbing and HVAC Ads on Radio: What’s Working Best

Contributor: Rick Kestenbaum, general manager, AnalyticOwl

According to the National Association of Realtors, the average age of a home in the U.S. is 39 years. That creates constant opportunity for plumbing and HVAC companies. Radio has proven to be an excellent way to not only promote emergency services, but also to get listeners thinking about profitable replacements, upgrades and renovations.

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Radio is on the Menu for Restaurants

Author: Annette Malave, SVP/Insights, RAB

With temperatures around the country on this rise, who wants to cook? Dining out or taking out is the way to go.

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If You Can Dream It, Radio Can Measure It

Author: Tammy Greenberg, SVP/Business Development, RAB

Navigating the complex world of attribution is not that complex with new measurement capabilities in play for radio success

There is a misperception in the advertising community that an audio ad’s influence on a consumer’s purchase journey can’t be measured to the same degree as ads that run on digital media. This inaccuracy is grounded in radio’s broadcast nature, which makes attaching a digital pixel for tracking individual listeners from exposure to purchase an impossibility.

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