One of RAB's primary objectives is to drive revenue growth through advocacy, providing an independent/industry voice representing radio as a primary medium for advertisers and agencies.
2022 Touch Points
RAB Business Development provides support to members, refers clients to relevant broadcasters per geographical and other specific needs and partners directly with brands and agencies to advocate on behalf of radio, provide consultative, planning and execution guidance and trains agency and marketers to best use the medium. National and regional brands and national and local agencies we've partnered with in 2022 have helped to keep radio across its platforms top of mind and drive increased radio share.
Bush's Beans
Consumer Cellular
Jackson Hewitt
P&G
Skechers
Forward Greens
Exergen Thermometers
Children's Miracle Network
NeighborWorks
Hershey
FOX
U.S. Dept. HHS
Macy's
Motel 6
Walmart
Norton LifeLock
Schwab
Benjamin Moore
Barkley
Barrington Media Group
BBDO
Broadbeam Media
Carat/Dentsu
Essence (Target)
Grady Britton
Group M
MKHSTRY
Spark Foundry
Progressive Dental
Happy Hour Media
Inbound Leads
2022 brought an uptick in local, regional and national advertisers that reach out to RAB for assists, introductions and more. Examples include:
Paradowski
The Smart Restoration
Richards Willis PC
West Media Group
Motel 6
Motel 6 radio has been on for 35 years and continues to drive that customer business and endears us to our guests.
Glenwood State Bank
Radio is a phenomenal medium to tell your story. 30 or 60 seconds is a perfect amount of time to dig in a little bit and share who you are.
Thought Leader Partnership
The ANA is the largest ad industry's trade association, serving 20,000 brand marketer members representing $400 billion in ad spend each year.
Ongoing contextual engagement with ANA brand marketing members through original content, contribution of research and content to the ANA Knowledge Center, events, conferences, speaking engagements and networking opportunities has resulted in:
- 42% or $42.8M, four-year increase in radio spend among key accounts (Source: Kantar AdSpender).
- 10% or $28.3M, four-year increase in radio spend among those who have engaged the most with RAB content (Source: Kantar AdSpender).
- Articles pushed to 76K brand marketers and marketing services partners by the ANA.
- Page views and unique page views for RAB content consistently outperform ANA benchmarks by 135% with an average reader spending 3:39 with each radio content contribution.
- Over 100 brand marketers joined a one-hour webinar hosted by RAB that included case study conversations between broadcasters and marketers. 66.7% of those in attendance rated the session “Excellent.”
Radio Mercury Awards
#WeAreAllEars was the 2022 theme as we began the 31st annual Radio Mercury Awards season with a Call for Entry campaign created by Campbell Ewald. With Chief Judge, Ale Ortiz, executive creative director, Campbell Ewald, the Radio Mercury Awards team brought together radio and advertising creatives for the first in-person awards event in three years. Along with over 115 attendees in person at Sony Hall in New York City, RAB streamed the awards live for the first time.
Nearly 350 virtual attendees streamed the event over 600 views by the fall of 2022. And for the first time since 2019, prize monies and trophies were distributed to the winners.
Social media continued to be a great place for winners and finalists to share their excitement with over 100 new followers across all platforms. Winners joining us for the in-person even shared on social during the show.
The year's Best of Show award was presented to FCB Chicago for their Go RVing radio commercial. You can watch a recap of the awards show here and listen to all the inspiring creative. Click VISIT below.
RAB 2022 Social Media Audience
12,359 (all social channels)
In addition to the ANA, throughout 2022, RAB has continued to develop partnerships with industry trade associations that serve marketers within their categories of business.
- And Industry Association Relationships:
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Opportunities include development of programs to support mutually beneficial initiatives (e.g. radio to support recruitment efforts for Talent Board clients; National Council of Nonprofits content for members, etc.), speakers for RAB Live Online Presentations, and speaking engagements for RAB.
Thought Leadership
In 2022, RAB delivered quarterly content through its Matter of Fact newsletter to a proprietary database of over 5,300 advertisers and agencies. Topics included:
- Radio Paves the Way for Growth including new ways marketers can deepen their engagement with audiences
- Raising the Volume on Radio Creative which links to a NEW RAB.com Raise the Volume resource that provides radio creative best practices and advice from Radio Mercury Award experts.
- Radio Works to Drive Business and Brand Growth shares success stories from a myriad of category verticals that prove radio’s ability to drive business, brand growth, and inspire action among those not currently using the medium.
- Why Radio is the Best Place to Tell Stories lays out radio’s core equities and positions the medium as the right company for brands to keep so they can be part of radio’s circle of trust.
Content is designed to inform, inspire, and share the wealth of possibilities for the radio medium. The average open rate is above industry standards at 21%.