Sales Tip - Use Common Sense When Dealing with Metrics

A graduate student at an east coast university called RAB's Member Response team to ask what metrics agencies use and if there is a minimum reach before they would consider buying an audio stream.

There is a variety of measurement tools for digital, including streaming audio. But the bigger issue is the need to apply common sense to any metrics. If an audience is highly targeted, reach levels are not as important. If the product is for general use and has lots of competitors, they need more reach than a product with fewer competitors. If the audience is engaged in the content, less reach is required.

No matter what metrics you have prepared to present, make sure your story includes common sense for each advertiser's unique marketing objectives.

Source: John Potter, VP/Training, RAB