RAB Research Archive

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As the year comes to a close, we see the impact that all forms of digital advertising are having on media companies' revenue. According to the latest Borrell research and predictions, nearly 20% of broadcast company revenue this year will have come from their digital offerings, and it's only expected to grow in the coming years.

It's not difficult to understand the attraction to digital advertising. Like radio, it works. Strategies utilizing the power of radio and digital together can provide massive reach, hyper-targetability and engagement like never before. The other key attraction to digital is attribution — the ability to prove a cause-effect relationship between the advertising and the actions of customers. Sure, we've always known radio works, but at the same time, digital gives us the ability to prove it through tracking a consumer's every move and behavior because of technology. In other words, we can prove it works.

Monday's Radio Sales Today is always dedicated to resources available to our great RAB members to help them in their journey with advertisers. So today, we give you some places to look, research to review and ways you can provide proof in the form of attribution to your clients and prospects.

Power up your presentations:

RAB provides data salespeople can put in their presentations, i.e., Radio Matters slides, Why Radio? Microsite or Audience Research section, etc.

Attribution:

You can track attribution of client campaigns with companies such as Vertione, AnalyticOwl, LeadsRx.

Competitive Research:

Tap into the competitive information and thought-starter ideas in RAB's Prospecting Report.

Consumer Insights:

Stations can use companies such as Nielsen and MRI-Simmons to gain a better understanding of a market and a station’s listeners.

Compliance:

AIM: Mr. Master's AIM is a complete end-to-end production, traffic and compliance solution for network clients. See your station/radio group's compliance metrics, which can be included in sales pitches to a client, and automatically provide network clients with affidavits within 24 hours. Attribution companies depend on compliance being accurate. If a spot doesn't get on the air, there's no attribution.

As always, our Member Response team is available by phone, email and chat anytime to help you find what you're looking for on RAB.com.

We'd like to thank the sponsor of this sales tip, Mr. Master, and to let you know that we will be hosting a live presentation discussing compliance with Mr. Master at noon CT on January 5, 2022. It's free for RAB members to attend.

Happy Monday!

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@RAB.com. You can also connect with him on Twitter and LinkedIn.

Source: Jeff Schmidt, RAB





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