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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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.

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