Published in RadioInk, by Mark Gorman
Is local radio advertising worth the money? Simply put, yes. With U.S. digital advertising poised to make $83 billion in revenue this year, some advertisers are now finding it difficult to make the case for radio – especially local radio. After all, it is easier and more satisfying to see the results provided by digital advertising campaigns, using established metrics like traffic, leads, reach, click-through numbers, conversions, and other analytics. Numbers make people feel good. But with radio, the data may not be as cut-and-dry.