How to Buy Radio Advertising in Small Markets Without Ratings
Buying radio in small markets requires a shift from “data-driven” to “relationship-driven” advertising. Without formal ratings (like Nielsen), success depends on verifying signal strength, analyzing local community engagement, and leveraging on-air talent influence. By focusing on qualitative reach and direct-response tracking, brands can achieve high ROI in “unrated” territories that competitors often overlook. Diving into […]
That’s What That Is?
In recent years, the lines between traditional and digital video consumption have blurred to the point of vanishing completely. This has left advertisers seeking the best ways to reach an increasingly fragmented audience. Some see this as an either-or choice between employing the huge audiences of traditional TV or harnessing the targeting precision and tracking capabilities […]
Well, That Was Interesting. Now What?
As stay-at-home orders began rolling in, and businesses started shutting down, people had way more time on their hands and nowhere to go. Consequently, it should be no surprise that video consumption dramatically increased. Correspondingly, with people spending less time in their cars, radio initially saw a substantial loss of listeners and a shifting from […]
Don’t Wait For Frozen Pipe To Fix Your Media Strategy
“You don’t pay the plumber for banging on the pipe. You pay him for knowing where to bang.” It’s a great quote that while erroneously attributed (in one form or another) to many authors; is a large part of the agency pitch. This came to mind not long ago after I worked on a traditional […]
It’s Not Me, It’s You: A Guide To Cord Cutting, Cable TV And Streaming
Sometimes you just have to break up. You’ve had a good run. Had some laughs. Enjoyed some good times. But you have this feeling there is someone better out there. Someone that doesn’t take advantage of you. Gives you what you want when you want it. And doesn’t cause a scene when you decide to […]
The Future Of Broadcast TV, Maybe
Stop me if you’ve heard this before: TV is changing. Of course it is. As they say, “The only constant is change.” This change, though, goes beyond the usual headlines of how many subscribers cable and satellite companies are losing every quarter, to the very nature of how broadcast TV is delivered. Say hello to […]
Attribution (Or Why Clients Think Certain Media Doesn’t Work)
When discussing media options with clients, we sometimes find a pre-disposed prejudice to specific mediums for what, nearly 100% of the time, are anecdotal reasons. For example, it could be they listen to Pandora, but not terrestrial radio, so they think nobody listens to radio. Or, it could be they don’t listen to Pandora, so […]
A Lot Of A Little, Or A Little Of A Lot?
Should you attempt to reach as many people as the budget allows, knowing those people may only be exposed to the message once, or reach a smaller number of people many times? The answer, as with most things in life, is “it depends”. Marketing efforts are ultimately intended to build relationships with potential customers. The […]