Marketron

Why Radio Still Has the Ear of Consumers, Influencing Buying Decisions for a Variety of Advertisers

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.

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Radio Advertising Is the Perfect “Lift” for Digital

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.

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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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Tracking Campaign Performance With Radio

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.

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Response Data is Rewriting the Way Radio is Sold and Bought

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.

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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.
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