Marketers Ride New Waves of Radio Advertising

Author: Tammy Greenberg, SVP/Business Development, RAB

One of the hottest trends in advertising is “screen-free media,” as people liberate their eyeballs and engage their ears with a potpourri of audio programming. However, for marketers to capitalize on the audio renaissance, they must develop an audio strategy that goes beyond ad buying and adopts a distinctive voice and sound for their brands, according to the Carat Trends 2021 report, titled “The Year of Emotionally Intelligent Marketing.”

The diversification of audio platforms and the attention audio commands among consumers has opened up tremendous opportunity for brands to expand their audio strategies and grow their audiences.

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Celebrating the Hispanic Community Every Day

Author: Annette Malave, SVP/Insights, RAB

According to the latest data from Pew Research, the U.S. Hispanic population grew 23% – from 50.5 million in 2010 to 62.1 million last year. Hispanics are the largest minority and have a buying power of $1.9 trillion, according to the Selig Center for Economic Growth.

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Radio – A Booster for Wellness

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.

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Using Omni-Shopper Insights to Create More Effective Ads

Contributor: Sarena Gerard, Senior Research Associate, GfK

Combining online and in-store shopping is a highly personal, consumer-driven experience that’s here to stay — one that predates COVID-19 but that has picked up major momentum over the last 18 months.

For many consumers, pivoting from in-store to online shopping was one survival tactic among many adopted to cope with pandemic lockdowns —and as the omnichannel trend continues to rise, many advertisers are working hard to get in front of consumers in both online and in-store environments. This is especially true in categories that have experienced strong omnichannel growth over the last year – among them clothing & fashion, household cleaning products, and packaged foods and beverages.

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Meet the New Retail Shopper

Author: Annette Malave, SVP/Insights, RAB

We know that consumer shopping behavior changed dramatically in 2020 – due to both restrictions and personal preferences. However, live events are on, places are open, and consumers are ready for it all.

The National Retail Federation revised their 2021 annual forecast and now projects that retail sales will total anywhere from $4.44 to $4.56 trillion this year. Yes, consumers are ready to shop, but where they shop, why they shop and what they buy will look different in 2021.

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Auto Attitudes of Radio Listeners

Author: Annette Malave, SVP/Insights, RAB

The role that vehicles play in the lives of consumers has shifted, and while they were once considered solely as a means of transportation, they quickly became a place to escape or for “me” time.

Supply chain issues for the auto industry – from vehicles to microchip shortages – are impacting the industry. However, while these issues might be considered a hinderance to sales, the opposite is true. According to a Kelly Blue Book (KBB) survey, 87% of consumers are aware that these issues are impacting both domestic and imported vehicles.

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