In the Age of Outcome, Radio Has Some Great Stories to Tell

Author: Tammy Greenberg, SVP Business Development, RAB

At a recent MediaPost conference, one of the panelists responded to a question posed to him by stating that we have left the “exposure age” and we are now in the “age of outcome.” He further expressed his opinion that marketers, agencies and all media must continue to evolve to measure outcome in robust, transparent, statistically significant ways.

Data helps us reveal insights and craft stories of real outcome that enable advertisers to create relevant messaging for their audiences – messaging that will ultimately equate to high value touches with their consumers.

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Radio’s Employed Audience: A True Competitive Advantage

Author: Andrew Curran, President and COO, DMR/Interactive

BIA Advisory Services reports that in 2017, revenue for AM/FM radio  “experienced a 0.2% drop from 2016 to end the year at $13.87 billion.”

This lackluster performance took place as consumer confidence was the highest it had been since 2000 and unemployment was its lowest, helping fuel a stock market boom.

Compounding the issue, BIA lists radio as the 5th most significant local advertising platform, behind direct mail, television, newspapers and mobile.

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Radio on Main Street Podcast Featuring Arica McKinnon Director of Client
Solutions, Local Media Analytics
at Nielsen

In this edition, Erica Farber, President and CEO of the RAB speaks with Arica McKinnon, Director of Client Solutions, Local Media Analytics at Nielsen. Research is important on many levels. It allows a station the opportunity to learn more about its listeners and it can help to tell a station’s story to an advertiser. Having access to strong local data especially in small or medium markets is not always feasible.

In this podcast they discuss how, Nielsen, through their media analytics division is now providing affordable analytics for local stations and the four key benefits they provide.

Over-the-Air Radio Dominates —
Complemented by Streams

It doesn’t matter what state or city you are in or even the street you are on, smartphones are everywhere.  Smartphones have become an item that you can’t be without.  Think of the last time you forgot your phone.  Did you get that sick and almost lost feeling, like you were disconnected from everything?  It’s even harder when you live in a city where you commute using public transportation?  You have no choice but to read the signage on the bus or trains and even worse, look at people!!  Yikes.

OK, well maybe that’s a bit extreme, but I’m certain that brought at least a chuckle!  The point is that the smartphone doesn’t replace everything in a consumer’s life, but it does complement it.  Similarly, streaming or online radio complements broadcast radio.

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Complemented by Streams”

Radio. No Secrets Here.

During the recent Association of National Advertisers’ (ANA) 2017 Media Conference, Marc Pritchard, Chief Brand Officer at P & G, challenged CMOs to demand transparency from their digital media partners by eliminating ad fraud and making sure that the ad purchased actually reaches the intended  consumer.  Little to no audited proof of ad delivery should be considered unacceptable.

Continue reading “Radio. No Secrets Here.”