Tammy Greenberg

Radio is a lifeline to many in times of need. It is also a respite and a source of information and entertainment. The connection it makes with listeners is deeply human — a quality best not overlooked as marketers enter the age of artificial intelligence.

Radio, across its myriad of formats and genres, uniquely delivers content that reflects the beliefs and values of its listeners while facilitating a sense of belonging. Here's why radio can play such a critical role in reaching a diverse range of consumer segments.

Can radio in all its forms — which include podcasts, streaming audio, and over-the-air broadcasts — be measured with every KPI movement attributed back to the medium? Yes, it can. Radio can be a full-funnel solution for brands, both on its own and by amplifying the performance of other media.

Despite a troubled economic environment, consumer concerns over inflation, the ongoing threat of another health crisis, the rapid influx of advancing technology, and the multiplicity of events in 2023, one thing has remained stable, efficient, results-driven, and a trusted partner to marketers. Radio.

Supporting local economies and resonating with people in local communities (i.e., keeping them informed, entertained, and connected) is a fitting definition for radio. As CMOs face pressure to reach profitable goals and are often expected to do more with less, radio can help brands drive local demand and sustainable growth in neighborhoods across the country.

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.

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.