Grab the Grail

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Bob McCurdyThe Radio transition to digital is progressing a lot slower than original predictions a decade ago—HD’s promise has yet to come close to materializing, while listening to digital music streaming options continue remain more popular than AM/FM broadcaster streams. When it comes to advertising and the allocation of marketing dollars, the importance of this digital transition can be summarized in one word–metrics, aka proof of performance. As consumers, we expect nothing less. Why should advertisers be different?

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