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Cross-Media Campaigns Include Radio to be Effective

An interesting analysis by Paul Suchman, Chief Marketing Officer at Audacy, appeared in Ad Age recently. The analysis focused on the effectiveness of a cross-media campaign. According to Mr. Suchman:

“Brands that utilize cross-platform audio—over-the-air (OTA) radio, streaming and podcasts, together as part of their media strategies—are realizing better campaign performance, better full-marketing funnel metrics and most importantly, better outcomes for their businesses.”

He noted further:

“Cross-platform audio plans that activate the audio trifecta are poised for success.  Cross-platform listeners are twice as likely than average to make a purchase after hearing audio ads.  For advertisers, the power of the audio superfan is unmatched.”

 You can see his complete analysis in Ad Age here.

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