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.
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.
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.
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.
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?
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.