Marketron

Category: Radio

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.

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Radio – You Can Bank on It

Author: Annette Malave, SVP-Insights, RAB

A 2016 PwC publication stated that fintech (short for financial technology) would reshape banking. Based on a survey of banking executives, the article stated that, within five years of the article, 90% of banks expected growth of mobile applications. At that time, a little more than half of the respondents offered a mobile app for their clients, and 18% were currently developing one. Clearly, the pandemic has had a greater impact on services and offerings by banks and financial institutions.

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Radio Plays a Part in the Future of Retail

Author: Victor Texcucano, Content Coordinator, RAB

COVID-19 fears and restrictions have helped establish several new trends in the world of retail. Since the rise of e-commerce over the past decade or so, shopping has evolved to become much faster and much more convenient.

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How Partnerships with Radio Can Change Kid’s Health

Contributor: Fleur Voruz, Senior Director, Programs (Media), Children’s Miracle Network Hospitals

No one ever expects to need a children’s hospital, yet every day, thousands of kids enter a children’s hospital, many of them fighting for their lives.

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Radio is the Best Policy for Insurance

Contributor: Rick Kestenbaum, General Manager, AnalyticOwl

As lockdowns occurred at the onset of the pandemic in 2020, Americans experienced financial concerns and reviewed all their household expenses – including insurance. Consumers evaluated their auto, home and life insurance policies. They also realized the importance of their insurance carrier’s ability to handle their concerns quickly, efficiently and virtually.

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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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Tradition is Valued by Auto Buyers

Author: Annette Malave, SVP/Insights, RAB

Before the pandemic, traditional aspects of the auto purchase were changing. People were considering subscription auto plans versus ownership. Vehicle options were also shifting. COVID-19 changed all that.

Traditional vehicle ownership is still considered to be the most convenient, practical and flexible by consumers. When it comes to audio entertainment, traditional sources are important.

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Radio Connects for More than a Minute

Author: Annette Malave, SVP/Insights, RAB

“Just one minute.” How often do you hear or say that phrase in a day?  While it may not seem like a long time, a lot happens in a minute. For example, UPS will deliver 11,319 packages, your heart will beat 60 to 100 times and you will blink about 15 to 20 times. Those may be interesting stats, but what is fascinating is the amount of data that is generated in one minute.

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Radio Upfronts: 4 Powerful Ways to Maximize Your Sales

Contributor: Stu Jacobs, President, Mr. Master

While TV’s upfronts season traditionally takes place in May, the radio industry’s upfronts season takes place in September and into October. Upfronts are a chance for radio – on a national, regional, or local level – to secure business for the duration of the following calendar year. This benefits radio by securing committed ad dollars well in advance. It also benefits advertisers by allowing them to see what new shows, content or event opportunities a cluster, station, radio group, or network has planned for the upcoming year. In addition, upfronts allow brands and agencies to strategically plan their advertising dollars, book ads at scale, access premium inventory and secure efficient pricing. It’s a win-win opportunity for all.

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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.

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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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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?

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Targeting the Next Big Consumer – Teens

Author: Annette Malave, SVP/Insights, RAB

An online search for Gen Z will deliver results in the billions regarding various topics and industries. If you are wondering why, it is because they are about to become the largest and most important consumer target. They may also be the most complex.

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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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People are Tuned In and On the Go

Author: Annette Malave, SVP/Insights, RAB

People are resilient. It is an awesome wonder of human nature. There’s no doubt that everyone has experienced challenges, but looking around, you see that people have returned to doing what they did pre-pandemic. They are tuned into radio and ready to go.

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In Your Ears – The 30th Anniversary
Radio Mercury Awards

Author: Madison Wright, Associate Producer, Radio Mercury Awards

For the past 30 years, radio broadcasters, agencies and advertisers have entered their creative work into the Radio Mercury Awards. Produced by the Radio Advertising Bureau, it is the only awards competition that exclusively honors creativity in radio and audio since its creation in 1992. Around 20,000 commercials have competed for close to $3.5 million in prizes.

When reflecting upon the Radio Mercury Awards, especially during this special anniversary, two things come to mind – the rich heritage of the awards show and how they continue to matter to the creative community as the medium continues to evolve.

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Radio Mercury Awards”

Meet the New Retail Shopper

Author: Annette Malave, SVP/Insights, RAB

We know that consumer shopping behavior changed dramatically in 2020 – due to both restrictions and personal preferences. However, live events are on, places are open, and consumers are ready for it all.

The National Retail Federation revised their 2021 annual forecast and now projects that retail sales will total anywhere from $4.44 to $4.56 trillion this year. Yes, consumers are ready to shop, but where they shop, why they shop and what they buy will look different in 2021.

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You Can Count on Radio for Banking

Author: Annette Malave, SVP/Insights, RAB

There have been numerous articles, studies and surveys on shift in consumer shopping preferences and behavior. While percentages for each survey may have varied, there was one consistent finding – Americans have increased their use of online transactions. The implication of this behavioral shift is not just limited to retail but also to banking – 27% of consumers agree that banks will be more flexible over the next two years.

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The Value of Trust

Author: Jeff Schmidt, SVP/Professional Development, RAB

‘Trust me.” Ever have someone say those words to you? Or “I’m going to be totally honest with you…” Just saying those words is likely to raise red flags for the people with whom you’re talking. If people can trust you to be honest, why would you have to say it?

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