RBR + TVBR Intelligence Brief
By Adam R Jacobson
Here’s another fact that radio industry account executives, business development specialists, sales specialists and pretty much anyone out there promoting radio should take note of, and share: Third-party verification can’t come too soon to digital media.
That’s a key takeaway from a new Advertiser Perceptions study that asks what advertisers think.
Simply stated: The combination of bot fraud, “fake news” and audience restatements has 50% of marketers saying they will no longer place advertising on a platform they consider risky.
Is radio risky? It is if those charged with bringing in advertisers aren’t sharing with CMOs and brand managers the low-risk, high-reward ROI that AM, FM and streaming audio brings.
