New Targeting Capabilities Enhancing the Value of Digital and Broadcast Radio

Computer generated 3D title

Today’s blog is brought to you by: Scott Bender, Global Head of Publisher Strategy and Business Development, Prohaska Consulting

Much continues to be written about the growth of digital audio. By 2017, Digital Radio listenership will grow to 57.8% of the population, according to a recent study by eMarketer. Digital advertising dollars are steadily following and are projected to grow 24% next year.

With the growth of digital, new technologies are emerging. International Data Corporation (IDC), an American market research, analysis and advisory firm, reported that by 2020 roughly one of every five radio dollars, or about $4 billion, will be booked programmatically. The whitepaper prepared last year for the RAB by Prohaska Consulting defined programmatic as follows:
“Programmatic buying is the process of executing media buys in an automated fashion through digital platforms such as exchanges, trading desks, and demand-side platforms (DSPs). This is an alternative to the traditional use of manual RFPs, negotiations and insertion orders to purchase digital and other platforms.”*

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Thirsty? Listen to the Radio

Assorted Organic Craft Sodas with Cane Sugar

The click of a flip-top can. The fizzing when you open a screw top. These descriptions bring images to mind – and those images are unique and personal to the individual as they remind them of the beverage they connect with the most. Radio has a strong value proposition for this category – loyal listener connections that drive engagement, awareness and consumption.

As a top 20 category for radio, beverages increased spending by 9% in the first half of 2016 based on data from Miller Kaplan Arase, LLP. Growth within this category was attributed by some of the national soft drink, beer and distilled beverage advertisers, and specifically Coca-Cola (+87%), Anheuser-Busch (+150%) and Bacardi (+127%), to name a few. While these are all well-recognized brands, there are in fact other beverages that have a history just as long.

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Radio and Social Media – A Perfect
Combination

Berlin, Germany - May 28, 2016: Apple iPhone 6s screen with social media applications Facebook, Instagram, Snapchat, Google, Youtube, Twitter, Vimeo, LinkedIn, Pinterest, Tumbl etc.

Radio is the original social medium. It’s always been the connector between the community and listener, and at the top of that connection is the radio personality who guides the conversation. But that connection also extends well beyond the broadcast. Naturally, it moves from traditional media to social media and back again.

Listeners are passionate about their radio stations, the on-air personalities on those stations that speak to them every day and the impact that radio has on their lives. And there’s no better proof than hearing directly from a radio listener. A recent piece in our “Matter of Fact” newsletter detailed just one listener’s story.

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Combination”

Auto Stays On Course with Radio

Colorful Cars Inventory. Dealership Cars in Stock 3D Illustration. Aerial View.

Radio plays an important role for the auto industry both in-dash and for sales.  According to the Infinite Dial 2016, of those adults 18+ who had driven/ridden in a car in the past month cited AM/FM radio as their most used in-car device – specifically 84% general market Adults 18+, 80% African-Americans 18+, 79% Hispanics 18+ and 77% of Adults 18-34.  When it comes to sales, radio is a steadfast component of auto sales.

For the past five years, radio’s share of U.S. auto dealers’ ad spend has remained consistently strong, while other traditional media have experienced extensive declines – especially when compared to spending in 2002.

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80 Days and Counting

The words "Countdown 2016" with American flag.

That is how close we are to electing the next president of the United States.  As much as this cycle has been filled with controversy, one thing is true: This election year has been like no other in its imbalance of earned media versus paid media by both presidential candidates.

With Election Day just 80 days away, we asked Leo Kivijarv, Ph.D., Executive Vice President & Director of Research of PQ Media, to provide us with a perspective on the current state of political advertising and what it can mean for radio.  Before we share those insights, here are just a few simple reminders about radio:

  • According to Nielsen’s Q1 2016 Comparable Metrics Report, over 90% of voting aged adults listen to radio each week.
  • Radio delivers messages, content and information.
  • It is an especially important communication medium for political candidates because of its incredible reach.
  • Radio, with its varied formats, can reach potential voters according to their language, lifestyle – at home, in-car or on the go.

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Personality Makes a Difference

radio station microphone close up

Radio station personalities are arguably the single most important differentiator for radio.

These talented individuals introduce people to favorite and new music. They share current, local and national news, play-by-play sports reporting and coverage, and updates about weather and traffic in the cities they live in. They convey the information that their listeners seek (even if they don’t know they are seeking it) in a very personal and relevant way.

These are the people that make you laugh, make you cry and have the ability to provoke 6-8 emotions in less than 3 minutes. They know their audiences. They REALLY know their audiences and they know how to have a dialogue with them. Many of these individuals share their own lives and the listener is instantaneously connected — feeling like they are part of the conversation.

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