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RAB Research Archive

I tried digital once and it didn't work



It's a new twist on an old statement like we have heard about radio over the years. Just as radio works when used properly, radio stations' digital advertising works when used properly, too.

Don't put too many ads on a page, diluting the effectiveness for each advertiser. Don't bury ads in poor positions. Include a variety of digital products to build effectiveness through reach and frequency. Products can include your streaming commercials, pre-rolls, personality endorsements in online video — any number of creative solutions to your advertiser's needs.

Just don't throw in a poor digital element that doesn't get results. Let's not teach advertisers radio's digital solutions don't work.

Source: John Potter, SVP/Professional Development, RAB





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