Marketron

Category: Podcasting

Radio Works to Drive Business Forward

Tapping into radio’s loyal, attentive, and social audience yields a boost to the bottom line

Author: Tammy Greenberg, SVP/Business Development, RAB

The current economic environment and consumer concerns over inflation are challenging marketers and media alike to do more with less in an increasingly complicated and competitive marketplace. Add to that the ongoing threat of another health crisis, the rapid influx of advancing technology, and the multiplicity of events in 2023 and their long tail impact, one thing has remained stable, efficient, results-driven, and a trusted partner to marketers. Radio.

Continue reading “Radio Works to Drive Business Forward”

The Local Podcast Opportunity

Contributor: Steve Goldstein, founder and CEO, Amplifi Media

When you think of podcasting, it is almost always about national podcasts. That appears to be changing. The next wave of podcasting growth is coming from locally-focused content. While the early days of local podcasting were populated with hobbyists, a larger ecosystem is now brewing with TV stations, newspapers, and outside companies coming into the space. Several radio groups, with plenty of radio stations, have robust national podcast efforts, but in general, modest effort has gone toward creating and selling local podcasts.

Continue reading “The Local Podcast Opportunity”

Radio Digital Sales Surge 33%: Debriefing the RAB-Borrell Annual Benchmarking Report

Todd Kalman, senior vice president of sales at Marketron

Now in its 10th year, the RAB-Borrell Digital Benchmark report is a must-read for the radio industry. As broadcasters seek to increase revenue and diversify offerings, digital advertising is a critical part of this. In 2021, the world faced year two of the pandemic and its impact. The findings of this year’s report show there are reasons for optimism.

Continue reading “Radio Digital Sales Surge 33%: Debriefing the RAB-Borrell Annual Benchmarking Report”

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.

Continue reading “Marketers Ride New Waves of Radio Advertising”

Podcast and Broadcast Radio – Listeners in Common

Author: Annette Malave, SVP/Insights, RAB

The growth in audio usage across all platforms and devices has been incredible. One segment of that growth has captured a lot of attention – podcasts. Podcast listeners have been considered a niche audience. Do they differ from broadcast listeners, and what are their views about broadcast radio?

Continue reading “Podcast and Broadcast Radio – Listeners in Common”

Play Ball with Radio

Author: Annette Malave, SVP/Insights, RAB

The role that sports plays in the lives of Americans became magnified during 2020. Whether it was the dribbling of a basketball on a court, the crack of a bat or the sounds from a huddle – people needed to watch and experience sports.

Sports fans are passionate, and they are engaged in the team or player they are following. They are emotionally connected – just like they are with radio.

Continue reading “Play Ball with Radio”

Radio – A Trusted Medium

Author: Annette Malave, SVP/Insights, RAB

After a tumultuous year, consumer confidence and optimism are slowly on the rise. According to the Consumer Confidence Index®, these improved in February after an increase in January. While confidence is increasing, what about the issue of trust?

Continue reading “Radio – A Trusted Medium”

The Digital Advertising Boom of 2020: Debriefing the RAB-Borrell Annual Benchmarking Report

Contributor: Jimshade Chaudhari, SVP Product, Marketron

Every year, the RAB-Borrell Digital Benchmark report catalogues the health of digital marketing in the U.S. radio industry. Every year, the results are interesting  ̶  but none, I would venture, can compete with 2020.

Continue reading “The Digital Advertising Boom of 2020: Debriefing the RAB-Borrell Annual Benchmarking Report”

Purpose in Action with Radio Drives Business and Positive Change

Author: Tammy Greenberg, SVP/Business Development, RAB

It has been well-documented that consumers, now more than ever, care deeply about how brands are addressing social and environmental issues. According to the 2020 Porter Novelli Executive Purpose Study, 89% of business leaders believe companies that lead with purpose have a competitive advantage in today’s marketplace. In fact, 85% agree being a purpose-driven company drives profit. The bottom line is that in increasingly competitive markets, in just about every category of business, a brand’s contribution to society becomes the decisive point of difference for consumers.

Continue reading “Purpose in Action with Radio Drives Business and Positive Change”

Smart Speakers – An Audio Opportunity

Author: Annette Malave, SVP/Insights, RAB

As holiday shopping goes into full swing, electronics will be one of the top items purchased this year. As many households continue to work from their remote locations, smart speakers are sure to be on many holiday shopping lists. As of this past June, NPD Group stated that nearly 30% of U.S. households were using smart speakers.

Continue reading “Smart Speakers – An Audio Opportunity”

The Spirit of Radio

Author: Tammy Greenberg, SVP/Business Development, RAB

Radio has long been known as a deeply personal, trusted and supportive partner for consumers, communities, and companies of all stripes. Fostering unity is part of the DNA of the more than 15,000 radio stations across the country. It is the spirit of radio.

Continue reading “The Spirit of Radio”

Radio Has a Great Story

Author: Annette Malave, SVP/Insights, RAB

As states across the country locked down, it created massive shifts in behaviors and routines. We’ve all read about studies that have analyzed the shifts and the overall mood by people across the country. One thing was evident among all these studies – people are missing what they did every day.

Continue reading “Radio Has a Great Story”

Reaching Black and Hispanic Populations through Radio and
Other Media

Contributor: Gabriel Soto, Manager of Research, Edison Research

Under the current climate of the COVID-19 pandemic, it’s important to disseminate information to various communities effectively. Often overlooked, African-American and Hispanic communities can benefit with a few insights into each group’s media consumption.

Continue reading “Reaching Black and Hispanic Populations through Radio and
Other Media”

Radio. It’s On!

Author: Annette Malave, SVP/Insights, RAB

Cancellations, social distancing, empty streets, working from home, virtual classes – this has become the new norm for many of us. We are all anxiously waiting to get back to how it used to be. In the interim, there is one thing that everyone can count on. Radio. It’s On.
Continue reading “Radio. It’s On!”

The Pulse on Audio

Author: Tammy Greenberg, SVP/Business Development, RAB

Staying in tune with the advertising community, with regards to their opinions as it relates to radio and audio, is key to success for radio stations and advertisers alike. Opinion research provides a solid read on the pulse of the community, who are surveyed on specific topics. Brands are able to see how their brand compares and gain valuable strategic insights. Radio stations can also gain insight into current perceptions that can be shared and addressed among the advertising community.  For these reasons, in 2019, RAB launched Audio Pulse™ – a polling mechanism to gauge the advertising community opinion on radio, as well as audio’s value and core competencies.

Continue reading “The Pulse on Audio”

Radio’s Top 10 to Usher in 2020

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”

Radio Show 2019 – Top Takeaways

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.

Continue reading “Radio Show 2019 – Top Takeaways”

Radio Leads the Charge in the
Audio World

Author: Annette Malave, SVP/Insights, RAB

Today, consumers have a multitude of audio options to choose from — broadcast, satellite, pure-plays and podcasts — across a multitude of devices. In other words, audio has never been hotter.

Continue reading “Radio Leads the Charge in the
Audio World”

Radio’s Amazing Numbers

Author: Annette Malave, SVP/Insights, RAB

Radio is an extension of every part of us.  It’s our ears that listen. It’s our fingers that touch the dial or app.  It’s our eyes when we want to know the traffic.  It’s our heart when we hear the songs that we grew up with, and it’s our soul when we hear of any devastation in a local community.

Radio is an incredible force and impacts listeners like no other medium does. A look at some of the figures that pertain to radio helps to both quantify and qualify radio as a powerful medium.

Continue reading “Radio’s Amazing Numbers”

Resolutions and Reflections

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

Happy New Year!  It’s hard to believe that another year has gone by.   Right now all of us are working toward our resolutions for 2019 — both personal and professional — as well as remembering the numerous highlights of 2018.

Continue reading “Resolutions and Reflections”