Tammy Greenberg

The synergies that radio can bring to retail media network plans have the potential to multiply results and ROI by filling gaps at the middle and top of the marketing funnel while supporting lower-funnel activity.

Through increased engagement with home-based smart speakers, online audio, and a growing number of podcasts, marketers have the potential to reach more listeners than ever before.

For more than 30 years, the Radio Mercury Awards, produced by the Radio Advertising Bureau, have celebrated creativity in radio with hundreds of chief creative officers collaborating to identify and award the best audio campaigns and radio commercials. Here, a select group of those celebrated professionals share guidance, inspiring campaigns, and best practices for raising the volume on radio creative.

Through a series of online, members-only events, the Radio Advertising Bureau (RAB) has explored radio’s benefits to more than 18 categories of business, including health care, automotive, retail, and restaurants, among others. Here’s a look at just a few industry verticals where radio drives ROI.

Consumers have strong expectations that the brands they choose both support and align with the values that are important to them. Recognizing what drives consumers, brands are laser-focused on living their mission, principles, and ethics. As such, brands market their products and services grounded in that mission and the shared values and beliefs between the brand and its target customers.

Consumers are increasingly leaning into audio across platforms and moving off-screen as a result of extreme post-pandemic fatigue. Audio has, once again, become the consumers' go-to content of choice.

HBO Max, Macy’s, and other major companies are singing the praises of radio as a way to help brands distinguish their voice in a crowded marketplace. The diversification of audio platforms and the rise of so-called screen-free media has expanded the opportunity for brands to expand their audio strategies and grow their audiences.

As COVID restrictions began lifting late last year and consumers started to circulate again, radio harnessed what makes it such a special medium for consumers, with a renewed focus on creating immersive experiences built on trust.

Radio, across all of its digital platforms, has and continues to experience exponential growth, earning significant share of media consumption throughout 2020 and the post-pandemic.

As the pandemic prolongs and states impose their own unique set of social distancing guidelines, major brands and organizations are tapping into radio partnerships at the local level to boost their visibility and drive consumer engagement.

Radio has long been known as a deeply personal, trusted, and supportive partner for consumers, communities, and companies of all stripes. Fostering unity is part of the DNA of the more than 15,000 radio stations across the country.