Radio is stepping up its game by investing in innovations and research to help prove its value and get the respect it deserves. Erica Farber, President and CEO of the Radio Advertising Bureau (RAB) recently interviewed luminaries in the radio industry to talk about Data-Driven Insights and measuring radio to drive results for the business. She opens with John Wannamaker’s famous quote, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
Matt O’Grady, CEO Nielsen Catalina Solutions (NCS), can verify which half is working. He shares how the radio industry is adopting ROI Analytics to drive sales accountability. “We can prove that someone who is exposed to the advertising is actually going shopping. We have a one-to-one connection between the listener and the shopper.”
Radio is often heard right before someone is going shopping and is a fantastic time to reach someone. So the exposure to the ad can be matched to that person’s purchase data and shopping behavior. That’s what advanced analytics now means for radio—evaluating the sales performance of the campaign.
Matt O’Grady talks to Erica Farber about Advanced Analytics—RAB@Work: The Q Report – Data & Analytics
To learn more about these Radio ROI Analytics, read about our sales effect solutions.