Press

As data becomes increasingly essential to advertisers, while media platforms are digging deeper to deliver numbers and credible ROI to marketers, technology pundits are calling this the “age of outcome.” And radio has gotten with the program.

In a new blog post, the Radio Advertising Bureau says, “Data helps us reveal insights and craft stories of real outcome that enable advertisers to create relevant messaging for their audiences – messaging that will ultimately equate to high value touches with their consumers.”

In its Radio Matters blog, the RAB adds, “There are many rich and robust data stories coming out of radio that shed light on the interests and behavior of loyal and passionate consumers.” In hand, data is driving successful campaigns for brands that are “leveraging the insights to optimize and reinvest in their plans, messaging, promotions and schedules on radio stations across the country.”

In the ROI arena, the RAB
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Aiming to increase ad rates for inventory it was selling at deep discounts, Entercom on Tuesday announced its entry into the network radio business via a new unwired network. Entercom Audio Network won’t involve increasing spotloads at its radio stations, the company says. Rather it intends to regain control of inventory that it had been handing over to third party resellers and offer it as part of a new national platform.

Speaking to investors during Entercom’s first quarter results call on Tuesday, CEO David Field said the network will allow the company to “meaningfully enhance our yield by transitioning out of a poor sales channel and shifting that inventory into higher value channels,” which also include a still-under-construction national business development initiative.

The company says Entercom Audio Network will allow it to capitalize on its scale of 235 stations and reach of 112 million monthly listeners to participate directly in the $1 billion netw
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