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13:30
14:00

Other people’s money: Helping radio take a bigger bite

Radio has, historically been used by advertisers predominantly as a tactical medium, getting promotional messages to air quickly and efficiently, but remains underused as a brand-building medium. Mark Barber (Planning Director, Radiocentre, UK)    



Radio has, historically been used by advertisers predominantly as a tactical medium, getting promotional messages to air quickly and efficiently, but remains underused as a brand-building medium. This presentation explores data from the UK IPA (Institute of Practitioners in Advertising) underpinned by findings from Radiocentre’s research portfolio to help radio owners make the case to advertisers to use radio to build their brand in addition to driving short-term metrics, expanding use cases and opening up new revenue opportunities. Mark Barber (Planning Director, Radiocentre, UK)    
 
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Makhotka 3 - Track 2
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Session