Marketron

Month: June 2024

If You Can Dream It, Radio Can Measure It

Author: Tammy Greenberg, SVP/Business Development, RAB

Navigating the complex world of attribution is not that complex with new measurement capabilities in play for radio success

There is a misperception in the advertising community that an audio ad’s influence on a consumer’s purchase journey can’t be measured to the same degree as ads that run on digital media. This inaccuracy is grounded in radio’s broadcast nature, which makes attaching a digital pixel for tracking individual listeners from exposure to purchase an impossibility.

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Radio on Main Street Featuring Linley Grande, VP of Political Strategies at Gen Media Partners

In the eighth episode of the NAB Show series, we hear the conversation Erica Farber had with Linley Grande, vice president of political strategies at Gen Media Partners. In this wide-ranging discussion, you’ll hear what she’s seeing at the local agency level, how the continuation of fragmented ad dollars is affecting the media business, as well as some insights into political ad dollars and the opportunities in local elections and races.

Click Here to watch the interview on our YouTube channel.

Click here for Season 5: 2024 NAB Show podcasts

Click here for Season 4: 2023 ANA Masters of Marketing podcasts

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Radio On Main Street Featuring VP of Forecasting and Analysis at BIA Advisory, Nicole Ovadia

In the seventh episode of the series, you’ll hear the conversation RAB’s Mike Hulvey had with Nicole Ovadia, vice president of forecasting and analysis at BIA Advisory, focusing on BIA’s local advertising forecast and the opportunities she sees available to radio to grow its share of wallet and revenue. Nicole provides a snapshot of what she sees happening in the marketplace in 2024 and broadcasters can drive revenue to their local stations by helping local clients be better marketers and helping them understand changing consumer behavior. Above all, she speaks about radio’s ability to be quick, nimble and responsive to their clients’ needs.

Click Here to watch the interview on our YouTube channel.

Click here for Season 5: 2024 NAB Show podcasts

Click here for Season 4: 2023 ANA Masters of Marketing podcasts

Podcast: Play in new window | Download

Radio On Main Street Featuring Senior VP of Global Broadcast Radio at Xperi, Joe D’Angelo

In the sixth episode of the series, you’ll hear from Joe D’Angelo, senior vice president of Global Broadcast Radio at Xperi, about the exciting innovation taking place at the company. Specifically, how the combination of HD and analog radio paired with IP connectivity in the car enhances the listener experience for radio discovery, makes it more engaging and measurable. Broadcasters can leverage this new ecosystem in many ways and for the first time these improved capabilities provide opportunities for advertisers as well as ensuring radio’s place in the dashboard with Xperi’s DTS Autostage.

Click Here to watch the interview on our YouTube channel.

Click here for Season 5: 2024 NAB Show podcasts

Click here for Season 4: 2023 ANA Masters of Marketing podcasts

Podcast: Play in new window | Download

Radio On Main Street Featuring Air Personalities Amanda Orlando and Yung Joc

In this fifth episode of the NAB Show series, we hear the live conversation Erica
Farber had with Yung Joc and Amanda Orlando, a great example of two authentic on-air personalities that are connecting with their audiences and loving every second of it. In this episode, we hear from two tremendously talented personalities on a lot of hot topics including collaborating with their sales teams, partnering with advertisers, AI and how authenticity plays into everything they do.

Click Here to watch the interview on our YouTube channel.

Click here for Season 5: 2024 NAB Show podcasts

Click here for Season 4: 2023 ANA Masters of Marketing podcasts

Podcast: Play in new window | Download

Radio Works with Real Estate, One Home At a Time

Author: Nick Arias, Research & Insights Assistant, RAB

As adults journey through life, one of the milestones some may reach is the purchase of a home. It is a significant event, filled with anticipation and excitement for some. This event is most often made possible with the guidance and support of a real estate agent.

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Why Digital-Only Brands Should Become Broadcast Radio Advertisers

Contributor: Beth Osborne, director, marketing and content, Marketron

As digital advertising continues to become a growing part of a station’s revenue, you may have a book of businesses that are digital-only advertisers. Maybe they aren’t convinced of the value of radio ads or seek an audience outside of your station demographics. For new advertisers, they may have never purchased an audio ad before. There are many reasons they may be in this bucket. The question is, should they be?

Continue reading “Why Digital-Only Brands Should Become Broadcast Radio Advertisers”