RADIO GETS RESULTS… BUT DO YOU KNOW HOW TO PROVE IT?

By November 11, 2019Updates

In an age of pinpoint metrics, today’s media buyers and advertisers demand more than generic reach and frequency or broad demographic analyses.

They want proof they can take to the bank. They want to be able to calculate impact. They want evidence that radio can improve brand equity, drive people to their websites, and ring the cash register.

In other words, marketers want to be able to measure results. Real results. They want to be able to track attribution. And guess what? Radio can provide it.

But can you? Are your reps armed with the tools that support radio’s ability to achieve solid results and move product?

At Forecast 2020, you’ll meet the companies that are ushering in the “Golden Age of radio attribution” at a fascinating session being led by one of radio’s most highly respected and knowledgeable experts/advocates, Pierre Bouvard. And best of all, you’ll have a chance to ask questions of these experts, live and in person.

Moderator:

Pierre Bouvard is chief insights officer for Cumulus Media and Westwood One. He works with brands and agencies to craft targeting and measurement solutions. Previously, Bouvard was SVP of sales for TiVo Research & Analytics, where he led cross-media targeting and measurement engagements for Procter & Gamble, Comcast, Turner Broadcasting, and NBCU. As president of sales and marketing for Arbitron Inc., Bouvard launched Arbitron’s Portable People Meter (PPM) and created the out-of-home and custom research divisions. Bouvard was also EVP at Coleman Insights, a leading radio industry market research and consulting firm. At Coleman, he helped launch the nation’s first Hip Hop radio stations in Los Angeles and New York City and shaped the programming and marketing strategies of successful major market radio stations.

Panelists:

Gary Getto is president and Founder of Advertising Benchmark Index — ABX. He is a key thought leader in measuring communications effectiveness. For the past dozen years Getto has focused on correlating communications to business outcomes in PR, social media, advertising. By benchmarking the performance of every ad in every category and building a comprehensive global database of advertising performance metrics, ABX offers previously unknowable insights to advertising effectiveness. ABX clients significantly improve the return on their advertising investment and build a stronger understanding of how to improve creative.

 

Tony Hereau is vice president of cross platform Insights for Nielsen. He is the “Audio Ambassador,” helping brands learn how radio can enhance their media plan. Leveraging the full suite of Nielsen’s services, Hereau demonstrates the impact that audio has on media plans, marketing execution, and sales outcomes. He has more than 20 years of experience in the buying and selling of media, and the entire industry benefits from his efforts to shine a spotlight on radio in the fragmented media landscape.

 

Jeff Keenan, co-founder and SVP of media attribution for LeadsRX, combines more than 18 years of sales and marketing experience to help customers understand how attribution and a customer-acquisition-centric attitude can improve revenue and the bottom line. He has worked in strategic business development roles at several companies, including Fortune 500 to technology startups. Keenan thrives on challenges, particularly those that expand the company’s reach.

 

Tom Webster is senior vice president of Edison Research, a custom market research company best known as the sole providers of exit polling data during U.S. elections for all the major news networks. He has over 20 years of experience researching consumer usage of technology, new media, and social networking, and is a frequent keynote speaker on consumer behavior and data. He is the principal author of a number of widely cited studies, including The Podcast Consumer series, and is the co-author of The Infinite Dial, America’s longest-running research series on digital media consumption. He is also the co-author of The Mobile Commerce Revolution, and directed the research study behind Hug Your Haters, the best-selling new book by Jay Baer on modern customer service.

Forecast brings together the best and brightest talent in broadcasting and advertising to forecast the coming year, and to discuss the trends and momentums that will affect ratings and revenue. From Washington to Wall Street, automobiles to mobile devices, Forecast focuses on what’s ahead in the broadcast community’s future and how to prepare for its opportunities and challenges. Join today’s industry leaders and be part of the discussions and debates about what’s ahead for radio in 2020 and beyond. Register today for Forecast 2020 before it sells out.