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Turn up the Radio (Advertising!)

kgibbons@steelcitymedia.com (Katelynd Gibbons) — Mon, 31 Mar 2025 19:04:26 GMT

Turn Up the Radio (Advertising)!

March 31, 2025 | Katelynd Gibbons

Brands have what seems like endless choices when it comes to advertising. There’s a lot to consider and a lot of ways to reach target audiences. Yet, one channel continues to stand the test of time and consistently deliver powerful results: Broadcast Radio. Despite the rise of streaming services and digital platforms, radio remains a dominant force, especially when it comes to reaching in-car listeners. If your marketing strategy isn’t incorporating AM/FM radio, you might be missing out on an incredibly valuable and effective platform for engaging your audience. So, how does it drive consumer behavior, and how can brands leverage it to boost your marketing efforts?

The Dominance of AM/FM Radio in Car Listening

Did you know that 86% of ad-supported in-car audio listening goes to AM/FM? ¹ This makes radio the dominant audio platform in one of the most valuable and engaged listening environments: the car. In-car listening presents a unique opportunity for advertisers, because so many people are spending hours on the road any given week, and AM/FM radio has their attention. Whether it’s during the daily commute, a long drive to a weekend getaway, or simply running errands, people rely on the radio for music, local news, and entertainment. This makes it an ideal method to deliver brand messages to a captivated audience.

It comes down to a simple and seemingly unshakeable idea: Radio ads get heard.

Radio Ads Drive Real Engagement

It’s n ot just about reach. Radio advertising is also a powerful driver of engagement. Studies show that radio ads are directly linked to increased brand awareness and action. For instance, radio advertising has been linked to an average 14% increase in website traffic.² This statistic highlights an essential aspect of radio advertising: it doesn’t just broadcast your messa ge, it actually prompts action. Whether you’re encouraging listeners to visit your website, check out a new product, or engage with your brand on social media, radio has a proven track record of pushing people to take the next step. What makes radio so effective is the combination o f repetition and emotional connection. R adio ads are heard multiple times throughout the day, reinforcing your message. Additionally, on-air radio personalities and program hosts create a personal connection with their audience, which can be cultivated by advertisers to build trust and brand loyalty through the power of the "local influencer!"

Radio’s High Return on Investment

In today’s crowded advertising world, ROI is everything. You need to ensure that money spent on marketing is yielding results. One of the standout benefits of radio advertising is i ts high return on investment. According to studies, advertisers who incorporate AM/FM radio into their marketing mix see a stronger return on spend compared to digital-only campaigns.³ Radio reaches consumers at a highly receptive time and often in a more relaxed setting, which can lead to a higher level of recall. Additionally, radio ads can be a cost-effective way to reach a broad audience. With the right strategy, even a small portion of your marketing budget dedicated to radio can yield impressive results.

Why AM/FM Radio is Still a Powerful Advertising Channel

With the rise of streaming platforms, podcasts, and digital ads, does AM/FM radio still have the power it once did? The answer is a resounding yes. Radio has a unique advantage that other platforms can’t quite match : local, personal connections. People tend to trust their favorite radio personalities and feel a sense of community with them, making radio a great vehicle for creating an emotional bond between brands and consumers. With live and local radio programming especially, there can be essentially a parasocial relationship between the on-air talent and the listeners. Additionally, radio is highly accessible and can capitalize on local impact.

How to Incorporate AM/FM Radio Into Your Marketing Mix

So, how can you make AM/FM radio a part of your marketing strategy? Here is how we approach radio advertising for our clients:

Target the right audience: Know who you want to reach and select stations that align with your audience. Considering who makes up the demographics for certain stations allows brands to deliver thoughtful messaging on the right channels to catch the right attention.
Be consistent: Frequency is key with radio. Make sure your ads run frequently enough to make an impact. Radio is most effective when listeners hear your message multiple times.
Use a strong call to action: Encourage your listeners to act on your message. Whether it’s visiting your website, buying event tickets, following you on social media, or even applying for a job opening, a clear call to action is essential for driving engagement.
Create memorable ads: Use the power of sound to your advantage. Radio ads rely on music, voice, and sound effects, so we make sure your ad stands out and leaves a lasting impression.

Overall, incorporating AM/FM radio into your marketing strategy can be a game-changer. With it s massive reach, proven engagement power, and high ROI, rad io is a channel that should not be overlooked. If you’re not already leveraging radio advertising, now is the time to tune in and start reaping the benefits. It’s a powerful tool for reaching your audience where they’re already engaged (like when they are on the road) to drive real results for your business.

Edison Research, Share of Ear: In-Car Audio Study, as cited in Inside Radio, https://www.insideradio.com/free/edison-research-s-latest-share-of-ear-finds-am-fm-rules-in-car-listening/article_96218754-009d-11f0-8ee8-939d87ecc44a.html .
Westwood One, “Radio Drives Search and Site Traffic,” via Inside Audio Marketing, https://www.insideaudiomarketing.com/post/new-studies-show-radio-makes-the-difference-in-ad-campaigns .
Nielsen ROI studies referenced in multiple Westwood One campaigns; examples summarized by Inside Audio Marketing and Cumulus Media.

The Future of Marketing: Timeless Strategies Meet Modern Innovation

kgibbons@steelcitymedia.com (Katelynd Gibbons) — Tue, 31 Dec 2024 20:18:03 GMT

The Future of Marketing: Timeless Strategies Meet Modern Innovation

December 31, 2024 | Katelynd Gibbons

In today’s rapidly evolving marketing landscape, it’s easy to get swept up in the allure of shiny new ideas. But as we go into 2025 and beyond, the most successful strategies will balance modern innovations with traditional approaches—leveraging both cutting-edge technology and proven methods.

Local radio, for instance, remains a cornerstone of community connection and trust, even as digital and social platforms garner a lot of attention. Together, combining traditional and digital strategies creates a layered, cohesive marketing plan that builds trust, generates excitement, and keeps brands top-of-mind.

The Staying Power of Local Radio

Despite the rise of streaming services and podcasts, FM radio continues to dominate ad-supported audio listening. Recent data highlights that local radio outperforms platforms like Spotify, Pandora, and satellite radio in listener habits—and even surpasses linear TV. In top U.S. markets, projections indicate significant growth in Average Quarter-Hour (AQH) listening, further enhancing radio's appeal for advertisers. ¹ Beyond its strong listenership, FM radio offers another major advantage: local radio personalities aren’t just voices—they’re trusted friends and influencers. These hosts build authentic connections with their audience by sharing stories, recommending businesses, and fostering loyalty.

Radio’s reach has also expanded beyond traditional airwaves. With live streaming, local stations now connect with even larger audiences, blending their local flavor with wide-reaching accessibility.

Amplifying Reach and Engagement with Digital Advertising

To complement radio’s trust-building power, digital tools such as digital out-of-home, display advertising, and connected video extend brand reach and engagement. These platforms create impactful multi-channel marketing strategies:

Digital Out-of-Home (DOOH) : Captures attention with dynamic billboards and interactive screens in high-traffic areas. Reach audiences who are out and about and more likely to be in a buying mindset. Many screens now feature video, sound, or scannable components like QR codes.
Display Retargeting : Follows users online after their initial exposure to DOOH ads, ensuring brand recall and easy follow-through with a simple click.
Connected TV (CTV) and Over-The-Top (OTT) : Immerses viewers with targeted, story-driven video ads during their favorite streaming content.
Video Pre-Roll Ads : Delivers short, engaging clips before streaming videos, sparking interest and curiosity in seconds.

Imagine a consumer hearing your ad on local radio during their morning commute, seeing your DOOH billboard in a busy city center, and encountering a personalized video ad online later that evening. This seamless integration ensures your message resonates across multiple touchpoints.

Building Trust Through Community and Cross-Platform Integration

In a saturated digital world, standing out can be a significant challenge. Traditional methods like radio excel in this area, offering live, on-air experiences that algorithms can’t replicate. Local stations often host events or partner with community organizations, strengthening the connection between brands and their audiences IRL ! ²

This is most effective when combined with digital strategies that use custom creative ads. A layered marketing approach that combines traditional outlets like radio and live events with digital platforms like DOOH and CTV creates a cohesive, cross-channel experience that resonates with consumers.

Marketing 2025: What’s Out and What’s In

As consumer expectations evolve, be sure to stay in the know. Here’s what to avoid—and what to embrace:

Generic Messaging : One-size-fits-all campaigns just don’t stick. Partner with creative experts to craft unique messaging that drives engagement and hits your goals.
Chasing Vanity Metrics : Forget likes and shares—they don’t tell the full story. Focus on strategies that drive real customer engagement and conversions.
High Expectations with Low Saturation : Sporadic ads won’t cut it. Consistency is key for high-quality exposure, and your creative must grab attention.
All-Eggs-in-One-Basket Strategies : Relying on a single channel limits your reach. Blend traditional and digital platforms for best outcomes.
Oversaturation Without Substance : Repetitive ads lead to fatigue. Keep it fresh with clear, creative messages that highlight your brand’s value.

The Future of Marketing

As we enter 2025, the most successful campaigns will blend tradition with innovation. By layering the authenticity of local radio with the precision of digital tools, brands can build trust, create excitement, and deliver consistent results while being able to effectively change and update the campaign to optimize outcomes. The key to success lies in a strategic, multi-channel approach—balancing the timeless with the cutting-edge to craft campaigns that conn ect and inspire!

AdTonos , "Nielsen’s 2025 PPM Boost: Impact on AM/FM Radio," AdTonos Newsroom, https://www.adtonos.com/nielse1. ns-2025-ppm-boost-impact-on-am-fm-radio/; Radio Ink , "Early 2025 Forecast Sees Radio Widen Ratings Lead Over TV," https://radioink.com/2024/10/08/early-2025-forecast-sees-radio-widen-ratings-lead-over-tv/.
For example, you can keep an eye on Steel City Media's local promotions, partnerships, and events: Q92.9 FM , "Events," https://q929fm.com/events/ ; 96.9 Bob FM, "Events," https://969bobfm.com/events/ ; KFKF, "Events," https://kfkf.com/events/ ; Mix 93.3 , "Events," https://mix93.com/events/ ; Bob 102.1 FM , "Events," https://bob1021fm.com/events/ ; Q104 FM , "Events," https://q104fm.com/events/ .

Connecting with Voters in the Current Media Landscape

kgibbons@steelcitymedia.com (Katelynd Gibbons) — Fri, 27 Dec 2024 20:09:31 GMT

Reaching the Modern Electorate: Political Campaigning in a Connected Age

October 16, 2024 | Katelynd Gibbons

As the digital age reshapes how political candidates connect with voters, the role of advertising with a "mobile-first" emphasis is more critical than ever. [1] Mobile devices have become the go-to screens for consuming content, meaning that political campaigns must adapt to this reality, creating ads that are concise, engaging, and informative. Thoughtful creative built with distinct audiences in mind is important for any campaign, but focusing on how they encounter that creative is crucial. The challenge? Political ads now need to do more with less time and space, often with just a few seconds or a single swipe to convey why a candidate wants to represent their constituents.

The shift toward digital ads began in the truest sense with Barack Obama’s 2008 presidential campaign, during which online advertising played a revolutionary role in mobilizing voters. At that time, campaigns spent around $22 million on digital ads. Since then, that number has grown tremendously, with campaigns spending over three times more on digital political ads in the 2019-2020 election cycle than in 2016. [2] While digital ads now dominate much of the conversation, successful campaigns still use a blend of traditional and digital strategies to connect with voters across all mediums.

The Power of Thoughtful Creative

Crafting distinct ads for different voter segments allows campaigns to cut through the noise with highly relevant content. With data at their fingertips, campaigns can reach specific demographics based on location, voting behavior, and even personal interests. Whether targeting young, first-time voters with progressive policy positions or engaging older, established voters with economic reform, the right ad creative ensures that the message resonates with the right audiences. For example, a candidate might run an ad targeting suburban voters that emphasizes community, while an ad for a younger, urban audience could focus on climate action. Hyper-targeted creative gives each demographic the answers they’re looking for in a way that feels personalized and impactful.

Precision Meets Persistence

One of the most powerful tools in a political marketer’s toolkit is geo-targeting. By using location data, campaigns can serve ads to specific zip codes, neighborhoods, or even voters near polling places. Re-targeting allows campaigns to re-engage users who have already shown interest—whether they’ve visited the candidate’s website, watched an ad, or clicked on a link. These subtle but effective reminders can be pivotal in converting passive viewers into active voters, volunteers, or donors.

The Importance of Authenticity in Ads

In an age where voters are bombarded with information, authenticity is everything. Candidates must deliver clear, genuine messages that convey their passion for public service. Digital display ads are powerful because they give campaigns a way to deliver these messages quickly, inviting viewers to learn more about the issues and why a candidate’s voice matters from the palm of their hand. A simple, well-crafted ad might only introduce a candidate, but the key is the call to action: “Click here to learn how I’ll represent you” or “Find your polling place today.” Authenticity builds trust, and trust is crucial in turning a potential voter into a committed supporter.

Blending Digital and Traditional Strategies

Even in today’s mobile-first world, a one-size-fits-all strategy won’t suffice. Successful political campaigns leverage a diverse blend of both digital and traditional tactics. While digital platforms are pivotal, traditional media with built-in familiarity remains essential in reaching a broader voter base. To create a well-rounded campaign, consider the following strategies:

Broadcast Radio
Broadcast radio, with its vast local reach and trusted on-air personalities, is still a cornerstone of many campaigns. Local radio stations are deeply embedded in their communities, serving as reliable sources of news and conversation. Political ads on these stations build trust and name recognition, especially with voters who may not spend much time online but are regular listeners of their favorite shows. The ease of access and everyday use of radio—during commutes, at work, or running errands—makes it a valuable medium for reaching a broad audience.
Streaming Radio/Digital Audio Networks
Streaming radio has huge potential for reaching diverse audiences. Political campaigns can now target listeners more precisely by location while engaging them on digital platforms where they're already tuned in.
Mobile and Social Media Ads
Quick, targeted approaches reach voters and drive immediate engagement. Short-form content on platforms like Instagram and TikTok resonate particularly with younger audiences.
Email Marketing
Targeted emails deliver deeper, more detailed messaging. Candidates can share policy stances, personal stories, and fundraising goals in a long-form format. Personalized email campaigns provide direct calls to action (such as donating or volunteering) that help deepen relationships with voters.
Connected TV and Video Pre-Roll Ads
Running ads on connected streaming services or platforms like YouTube allow campaigns to tell a more in-depth story and share a candidate’s background or stance on issues. Targeting specific zip codes or demographics with video content enables campaigns to speak directly to local communities. Newer options like ZTV advertising allow campaigns to reach voters within specific geographic areas on streaming platforms—offering cost-effective, precision targeting.
DOOH Advertising
Digital Out-of-Home (DOOH) tactics, such as digital billboards or interactive urban screens, immerse voters in a candidate’s message as they go about their daily routines. Imagine a commuter seeing a candidate’s ad on a billboard or a screen at a gas station; the ad plants the seed for future engagement and familiarity with the candidate.

A campaign that integrates these strategies—balancing the immediacy of digital ads with the community reach of traditional media—can maximize its reach and drive meaningful voter engagement.

The Value of Face-to-Face Connection

As effective as digital platforms are and as powerful as it is to blend traditional and new media tactics, nothing outshines meeting people in real life. Attending town halls, local events, and community gatherings is still one of the best ways to build trust and show commitment to local communities. Shaking hands, answering questions, and hearing concerns firsthand create powerful moments that resonate far beyond an ad screen. Not only does this bring greater trust and recognition to the candidate, it means they are actively hearing from the people they wish to serve, helping them more fully take on the important responsibility they are seeking with their campaign.

Ultimately, a well-rounded campaign knows how to balance the immediacy of new media with the established trust of traditional media. The digital landscape offers campaigns unprecedented opportunities to reach voters with targeted, mobile-first approaches, while combining digital strategies with traditional tactics like radio and in-person events ensures the broadest possible reach. Other influential tactics like DOOH, connected TV, and email further bolster and invigorate political campaigns. A strong political campaign thrives on variety—connecting with voters at every touch-point, from their phones to their neighborhoods, and ensuring the candidate’s message comes through loud and clear.

[1]https://www.analyticodigital.com/blog/mobile-first-advertising-adapting-to-consumer-behavior

[2]Lata Nott, “Political Advertising on Social Media,” Human Rights Magazine, Vol. 48, No. 4: The End of the Rule of Law , June 25, 2020, https://www.americanbar.org/groups/crsj/publications/human_rights_magazine_home/voting-in-2020/political-advertising-on-social-media-platforms/.

Unwrapping Advertising Opportunities

kgibbons@steelcitymedia.com (Katelynd Gibbons) — Fri, 16 Aug 2024 21:41:04 GMT

Digital Out-of-Home (for the Holidays!): Unwrapping Advertising Opportunities

August 16, 2024 | Katelynd Gibbons

In today’s complex advertising landscape, brands are constantly seeking innovative ways to connect with their audiences. Digital Out-of-Home (DOOH) is one of the most effective and rapidly growing methods for delivering tailored messages in public spaces where consumers are most active—whether shopping, commuting, or enjoying entertainment. As we move through the remainder of 2024 and into 2025, DOOH is set to play an increasingly pivotal role across various sectors.

The Versatility of DOOH: A Tool for All Sectors

DOOH is not just another advertising medium; it’s a versatile tool that can be tailored to serve a wide range of purposes. In political campaigns, it helps candidates reach voters in strategic locations with geo-targeted, timely messages that add a personal touch. For recruitment, DOOH places job ads where potential applicants are most likely to see them—such as near urban centers or universities. It’s also a powerful asset for general marketing, offering a visually compelling platform to promote products and build brand awareness. Special events, such as concerts or local festivals, benefit from DOOH’s ability to generate buzz and drive ticket sales with dynamic, actionable content. And now, with fall around the corner and the holiday season fast approaching, DOOH is ready to shine brighter than ever.

Businesses can deliver festive, timely messages that capture the holiday spirit and drive engagement. With ads in high-traffic areas, brands can reach consumers who will be in a buying mindset, or they can call attention to upcoming sales or specials so that people plan their online or in-person shopping with them in mind!

Unwrapping the Magic of DOOH for Holiday Advertising

The holiday season represents a significant portion of annual revenue for many businesses. Implementing a DOOH strategy during this time can provide a competitive edge.

Here’s why:

Targeted Reach: DOOH allows advertisers to reach shoppers in malls, near popular retail stores, grocery stores, gas stations, and transportation hubs. Ads can be tailored to specific screen types or multiple screens in targeted zip codes.
Dynamic Content: Holiday campaigns often require frequent updates. DOOH’s flexibility allows brands to quickly adapt or easily rotate their messaging —almost like magic!—keeping ads relevant and engaging throughout the season.
Increased Engagement: The interactive nature of DOOH, with features like QR codes and motion graphics, attracts holiday shoppers and encourages immediate actions, such as visiting a website or making a purchase on the spot. Plus, DOOH can expand to smart phones through added display retargeting, extending the impressions and making your click-through rate instantly trackable.

Why DOOH is Essential for the Holidays and Beyond

DOOH offers more than just reach and engagement—it creates meaningful connections with consumers during moments that matter, and the holiday season is packed with those moments. The flexibility of DOOH shines brightly during this busy time, enabling brands to deliver impactful, timely messages that resonate with holiday shoppers. As technology continues to advance, DOOH’s potential will expand, solidifying its role as a cornerstone of year-round marketing strategies.

For businesses aiming to stay ahead, investing in DOOH is crucial. Whether for political campaigns, recruitment, holiday advertising, or general marketing, DOOH provides a flexible, impactful, and data-driven approach that drives real results.

Looking ahead to 2025, data will play a pivotal role in enhancing DOOH effectiveness. We can anticipate more personalized campaigns powered by real-time analytics, increased programmatic buying for efficient ad space management, many more convenient screen locations, and continued opportunities to tie in display re-targeting and other tactics to even further extend the reach and influence of DOOH.

DOOH is exceptionally powerful. It’s an eye-catching method for making meaningful connections with consumers while they are out-and-about. For businesses seeking to build the most effective marketing and advertising plans, investing in DOOH now is essential. As we head into 2025, DOOH should be a key component of any successful advertising strategy, ensuring brands not only reach their target audiences but also leave a lasting, joyful impression!

From Work to Play

kgibbons@steelcitymedia.com (Katelynd Gibbons) — Thu, 18 Jul 2024 21:49:58 GMT

From Work to Play: Maximizing Travel Marketing in the Bleisure Era

July 18, 2024 | Katelynd Gibbons

Whether you call it "bleisure," “bizcation,” or simply adding a touch of fun to a work trip, this trend has been steadily gaining traction in recent years and has now firmly taken hold. [1] It’s the idea of a standard business trip combined with extra time for leisure, adventure, relaxation, or exploration. Businesses, locales, and consumers alike are reaping the benefits of this evolving travel approach. For businesses, it means potentially seeing out-of-towners taking advantage of their charming offerings outside typical tourist schedules. Localities can capitalize by promoting their unique cultural, culinary, and recreational offerings to a new audience of business travelers-turned-leisure explorers. Meanwhile, consumers enjoy the flexibility of extending their trips to explore destinations beyond conferences and offices, transforming their calendars from the traditional confines of summer vacations and holidays to year-round opportunities for adventure and relaxation in a wider range of destinations.

The Evolution of Bleisure Travel

While it's not unheard of for business travel to include sampling local cuisine or enjoying simple pleasures nearby, the approach to planning and extending these experiences has evolved significantly throughout recent years. The term appeared in publication for the first time in 2009 and has steadily gained attention, with a bigger shift over the last few years. [2] Bleisure travel now emphasizes thoughtful preparation and broadening the scope of exploration. Travelers who head to a destination for work may decide to add a bit of vacation so that the trip hits more than just one goal. It’s built on the idea of making the most of required travel and can be incredibly convenient for travelers who want to learn more about a region, kick back and relax, or integrate vacation activities into an otherwise non-vacation trip.

Destinations Maximizing Opportunities

Destinations of all sorts can benefit by advertising their unique offerings to out-of-towners and business people, regardless of the time of year or the types of attractions they promote. This type of combination work/fun travel may involve traveling an hour or more outside of the business destination to experience something special: state parks and conservancies, historical sites, art museums, luxurious spas, breweries, wineries, concert halls, architectural tours, or vibrant nightlife districts, just to name a few. It's also more likely to include coordinating with friends or family than a standard business trip would. For example, bringing friends along to a work meeting doesn’t make sense, but scheduling an extra day or two, or planning a long weekend before or after work commitments allows for coordinating with friends to meet up at a practical and opportune destination, thus switching the theme of the trip from work to play!

Why the Rise in Bleisure Travel?

Americans are known to log more hours than workers in most other countries, averaging around 1,811 hours per year, with around 11.1% clocking over 50 hours per week. For American workers, who on average work longer hours with fewer specified vacation days, there’s often limited free time (even during summer), so planning complete vacations during busy seasons isn't always feasible. [3] However, integrating leisure into required work travel offers an opportunity to sprinkle vacation throughout the year. This integration allows travelers to achieve dual goals with a single trip and can fit more efficiently into the busy working person’s schedule.

Marketing to the Bleisure Crowd

So, who should take note of this trend, and what implications does it hold for marketing and advertising strategies? The answer is clear: states and cities themselves should actively promote their attractions year-round. While tourism departments understand the potential, they may not always seize the opportunity to cater to the bleisure crowd effectively. However, a simple shift in marketing and advertising mindset can make a significant difference. When professionals visit well-known business hubs, how can these areas encourage them to extend their stay, explore local attractions, and contribute economically to lesser-known spots? The key lies in promotion. Unique geographical features, rich histories, upscale shopping, and culturally vibrant towns can all benefit from innovative advertising approaches.

Effective Advertising Tactics

Effective tactics include targeted programmatic display ads that highlight specific attractions aligned with both the location and the consumer's interests. Segmented messaging through display advertising means tailored ads for different audience segments. Video and social media ads also play a crucial role in capturing attention and engagement, calling out the opportunities for excitement and picture-worthy places. Digital out-of-home advertising in airports, taxis, ride-shares, and high-traffic areas frequented by travelers can attract the spontaneous bleisure traveler looking to fill downtime or extend their stay.

The Long-Term Benefits of Bleisure Marketing

Catering to travelers outside of typical tourism calendars not only encourages immediate spending but also plants seeds for future leisure trips. By strategically integrating a bleisure mindset into their marketing plans, destinations can cultivate a reputation as appealing year-round destinations, enhancing their overall tourism appeal.

[1] Karen Zak, "Maximizing the Value of Conferences to Communities: 'Bleisure Travel' and 'Bizcations' Emerge with Social Media Boosts," Law Journals & Books , accessed July 18, 2024, https://law-journals-books.vlex.com/vid/maximizing-the-value-of-641761817 .

[2] "Maximizing the Value of Conferences to Communities: 'Bleisure Travel' and 'Bizcations' Emerge with Social Media Boosts," Global Business Travel Association , last modified June 2, 2017, accessed July 18, 2024, http://www3.gbta.org/l/5572/2017-06-02/55l1xn .

[3] "Average Work Week Hours by Country," World Economic Forum , March 13, 2019, accessed July 18, 2024, https://www.weforum.org/agenda/2019/03/average-work-week-hours-country-wise/ ; "Working Hours Statistics by Country," Clockify , accessed July 18, 2024, https://clockify.me/working-hours ; "Most Overworked Countries," World Population Review , accessed July 18, 2024, https://worldpopulationreview.com/country-rankings/most-overworked-countries .

Navigating the Advertising Horizon

kgibbons@steelcitymedia.com (Katelynd Gibbons) — Fri, 05 Jan 2024 16:01:51 GMT

Navigating the Advertising Horizon: Trends to Look for in 2024

January 5, 2024 Katelynd Gibbons

In the ever-evolving landscape of marketing and advertising, staying up-to-date on what best serves your brand and your business goals is key. As we step into the new year, it's clear that the industry is witnessing a dynamic shift, with newer tactics gaining momentum while traditional avenues continue to wield influence. So, what are the advertising trends that are shaping up to dominate 2024?

Catching Attention in Daily Encounters

The streets are talking, quite literally, with the rise of Digital Out of Home advertising. Nielsen reports that 52% of consumers notice and recall seeing DOOH advertising, and of those, 69% reported taking some action after seeing the ads. [1] This type of advertising can be seen at eye level like on an urban panel, one-to-one like at a gas-pump, or appearing as large, wide reaching billboards. They can include scannable QR codes or a range of sound and motion, and, unlike previous out-of-home advertising, the content can be changed easily and frequently. According to a unique brain activity study conducted by Neuro-Insight, “in comparison to traditional static billboards…full-motion digital billboards are 5.8x more effective and likely to deliver a more powerful in-market impact, with more impressions encoded into long-term memory.” [2] So, these ads make an impact, and a lasting one at that.

Personal Touch in a Digital World

In a sea of digital noise, personalized communication stands out. Email and text marketing are powerful tools for reaching your audience directly. According to Mailmodo’s research on email marketing, 76% of consumers reported that they appreciate receiving emails from brands. [3] Their data for text marketing found “[it is] the most effective approach to attract people to open your communications,” with an average open rate of 99% and most messages read within 15 minutes of receiving them. [4] The key is to provide value rather than just another message in the inbox. Smart segmentation involves careful consideration of which audiences to reach, and using tailored content can make your emails and texts feel like a conversation, rather than a sales pitch. This type of interaction can foster loyalty with your audience.

Tailored Ads and Targeting Precision

Digital display ads are a great way to showcase products or services to potential customers, and the precision with which they can now be targeted has improved dramatically. Thanks to advancements in data analytics and consumer information, advertisers can better tailor their messages to specific demographics, behaviors, and interests. This level of personalization ensures ads reach the right people at the right time. According to data reports from Techjury, digital display ads increase brand awareness by 80%. Furthermore, the likelihood of customers making a purchase increases by as much as 70% with digital ad retargeting. [5]

A Streaming Revolution

The rise of Connected TV (CTV) and Over-The-Top (OTT) services is reshaping how consumers engage with content. Video advertising in the digital world provides a captive audience, allowing advertisers to showcase their products or services in a format that feels natural and integrated, rather than disruptive. CTV advertising appears on internet-connected smart TVs, while OTT extends to any internet-connected device streaming video content (think smartphones, tablets, laptops, etc.). [6] Consider a well-known platform like Hulu. They boast 46.2 million paid subscribers. 62% of people are watching Hulu with ads. [7] Two-thirds (66%) of individuals consuming OTT video content have found a new product or service. [8] With more people cutting the cord on traditional cable, advertising on streaming platforms is becoming increasingly crucial.

Harnessing the Numbers in Social Connectivity

Amidst the array of digital strategies, social media remains a cornerstone of effective advertising. With platforms like Facebook, Instagram and TikTok boasting billions of active users, businesses can't afford to overlook this avenue. [9] According to Forbes’ reporting, 84% of people 18 to 29 actively use social media, while the percentage dips only slightly to 81% for people 30 to 49. For people aged 50-64, 73% actively use at least one social media platform, and it lands around 45% for people aged 65 and up. [10] With so many people connected via social platforms, it only makes sense for businesses to connect there as well. Retail insights from the past several years have found more than three-quarters of consumers polled have bought products after seeing them in a brand’s social media post. [11] It’s clear that integrating social media into your omnichannel strategy can amplify your brand presence and increase meaningful connections with your audience.

The Enduring Power of Traditional Advertising

While the digital frontier is expanding, traditional advertising channels continue to hold their ground. Broadcast radio, with its local influence and reliability, remains a powerful tool for reaching local audiences. The human connection forged through the airwaves builds trust and engagement. Radio personalities have become the in market influencers. Similarly, something like targeted direct mail feels more personal than other advertising. Directly receiving something at home can resonate particularly well with people, as they can review more detailed information in their own comfort. A survey conducted by MarketingSherpa found that, when asked about what type of advertising channels they trust when considering a purchasing decision, 76% of respondents list direct mail and 71% list radio advertising as most trustworthy. [12] While data points from past years will continue to change with the times, it is important to note that traditional avenues will remain powerful tools for building brand trust.

In 2024, the advertising landscape is more diverse than ever, offering unique combinations that cater to varied audiences and preferences. Businesses, regardless of size or industry, can benefit from adopting an omnichannel strategy to integrate both modern and traditional approaches. The key is not to dismiss the power of tradition but to find the delicate balance that allows your brand to thrive in a world where innovation meets reliability. Overall, effective advertising for the future means embracing custom combinations to ensure your brand continues to reach people in a changing world.

[1] "Top 18 DOOH statistics you just cannot ignore in 2022," The Neuron , July 8, 2021, https://theneuron.com/the-latest-dooh-statistics.

[2] "WOW Media & Neuro-Insight Conduct First of Its Kind Study Revealing True Impact of DOOH in US," PR Newswire , January 26, 2023, https://www.prnewswire.com/news-releases/wow-media--neuro-insight-conduct-first-of-its-kind-study-revealing-true-impact-of-dooh-in-us-301731286.html.

[3] Jyothiikaa Moorthy, "Latest SMS vs Email Statistics in 2023 You Should Know About," Mailmodo , last modified January, 2024, accessed December 29, 2023, https://www.mailmodo.com/guides/sms-vs-email-statistics.

[4] Neelabja Adkuloo, "How to Use SMS Marketing for Your eCommerce Business," Mailmodo , last modified December 31, 2023, accessed December 29, 2023, https://www.mailmodo.com/guides/sms-marketing.

[5] Maxym Chekalov, "46 PPC Stats to Empower Your Marketing Strategy in 2024," TechJury , last modified January 2, 2024, accessed December 29, 2023, https://techjury.net/blog/ppc-stats.

[6] "What Is OTT Advertising? Ultimate Guide to Over-the-Top Ads," WebFX , accessed December 29, 2023, https://www.webfx.com/digital-advertising/glossary/what-is-ott-advertising.

[7] Jason Wise, "Hulu Statistics 2023: How Many People Watch Hulu?," Earthweb , April 6, 2023, https://earthweb.com/hulu-statistics.

[8] Abby Fields, "Top 130+ Mind-Blowing OTT Statistics You Need to Know in 2024," WebFX, March 20, 2023, https://www.webfx.com/blog/ppc/ott-statistics.

[9] Matthew Woodward, "TikTok User Statistics 2024: Everything You Need To Know," Search Logistics, December 21, 2023, https://www.searchlogistics.com/learn/statistics/tiktok-user-statistics.

[10] Belle Wong, J.D., "Top Social Media Statistics And Trends Of 2024," Forbes , May 18, 2023, https://www.forbes.com/advisor/business/social-media-statistics.

[11] "76% Of Consumers Buy Products Seen In Social Media Posts," Retail Touch Points, accessed December 29. 2023, https://www.retailtouchpoints.com/resources/76-of-consumers-buy-products-seen-in-social-media-posts.

[12] Christine Moorman, et al, "Why Marketers Are Returning to Traditional Advertising," Harvard Business Review, April 29, 2022, https://hbr.org/2022/04/why-marketers-are-returning-to-traditional-advertising.

Advancing Dynamic Tactics in Political Advertising

kgibbons@steelcitymedia.com (Katelynd Gibbons) — Fri, 20 Oct 2023 15:35:03 GMT

Advancing Dynamic Tactics in Political Advertising

October 6, 2023 | Katelynd Gibbons

In the lead-up to major elections, public attention is often drawn to the most polarizing aspects of political messaging. While big spending and overt strategies are evident, the idea that big static billboards, long-form television appeals, and smear tactics are part and parcel to political advertising is far from the truth. In actuality, the heart of political advertising lies in its capacity to inform the voting public about crucial issues and how a candidate plans to represent their interests as a governing official. Simply put, advertising is a vital component of any candidate’s overall campaign, offering them the opportunity to convey their message directly through various channels, including traditional media and newer avenues such as programmatic display, social media, video pre-roll, and email (to name a few). It is a critical method to connect with potential constituents who want to know who is vying to represent them, why, and how they intend to make decisions if elected.

Running ads on a variety of media platforms allows candidates to build awareness, emphasize the issues central to their campaign, and engage audiences who may not have been actively following the election. Recent shifts in the advertising landscape have profoundly impacted political engagement. As attorney Lata Nott writes for the American Bar Association’s Human Rights Magazine : “In the past, the vehicles for political ads were newspapers, direct mail, radio, and television. In 2008, Barack Obama became one of the first candidates to use social media advertising in his campaign. That year, 2008, candidates spent a total of $22.25 million on online political ads. Since then, online political advertising on has exploded—in 2016, candidates spent $1.4 billion on them.” [1] The trend has continued full force, with campaign finance data indicating an even more dramatic shift in future spending: “Campaigns spent over three times more on digital political ads in the 2019-2020 election cycle than was spent in the 2016 cycle. While some of that increase may be due to a crowded race for the Democratic presidential nomination, state and local campaigns are also getting in on the digital action.” [2]

It makes sense that state and local campaigns took advantage of newer digital tactics — while presidential elections garner a lot of due attention, local politicians and political hopefuls need to be ambitious about their campaigning as well, and they have to be prudent about advertising spending. In addition to attending public events and networking within their local communities, candidates for local public office have a unique opportunity to reach potential voters through advertising on online platforms. This approach allows them to showcase their stance on important issues to target audiences, while also harnessing the broad local reach of traditional media, such as broadcast television and radio.

The landscape of U.S. political advertising has evolved significantly over the years. While digital platforms have become central to outreach, awareness, and shaping public discourse, traditional advertising methods continue to wield significant influence. As Statista research has found, “Broadcast ranked as the primary medium for political advertising in the United States, with a projected share of 51.5 percent of the total political ad spending in 2022.” [3] According to Ad Impact research, “Radio reaches 82% of all swing voters…an audience that matters most.” [4]

Considering the many avenues available to reach the electorate, here's a quick overview of a few key methods to build awareness and deliver political messaging:

Radio:

Traditional broadcast radio retains its importance in political advertising. It offers the flexibility of using various ad lengths and building recognition through ad frequency in key campaign areas, making it a vital component of political campaigns. In addition, the advent of streaming radio has opened up new avenues, allowing political campaigns to reach even more listeners.

Television:

Broadcast television continues to be a strong component of political campaigns. Candidates and political groups purchase airtime to broadcast campaign ads, which enable them to highlight their positions and convey messages to a broad audience.

Display Advertising:

Display ads appear on websites and apps and can include banners, videos, and interactive content. Campaigns use these ads to raise awareness, promote specific issues, and drive traffic to their websites. Utilizing data analytics, campaigns can identify specific voter segments based on demographics, voting history, interests, and behaviors, allowing them to create messages that resonate with specific groups.

Social Media:

Candidates and campaigns use platforms like Facebook, Twitter, Instagram, and others to target specific demographics with tailored ads. Online ads can be interactive, engaging, and shareable, and they offer real-time engagement with voters. Beyond paid advertising, candidates engage with voters by posting updates, sharing videos, participating in discussions, and responding to comments, thereby creating a direct channel for communication.

Video Pre-Roll:

Video content is a powerful way to convey messages, tell a candidate's story, and connect emotionally with voters. Platforms like YouTube can be particularly effective for gaining exposure through short videos that play before a viewer’s chosen content.

Email Marketing:

Campaigns collect email addresses from supporters and potential donors and use email marketing to communicate updates, fundraising appeals, and calls to action. Email campaigns can be personalized and segmented based on recipient interests and behaviors.

To ensure they can effectively reach a wide audience of potential supporters, candidates should employ a mix of tactics. Relying solely on email marketing or only using television ads limits reach and potential engagement. Integrating the internet's immediate reach, precise audience targeting capabilities, and interactive features with the established impact of local broadcast media forms a dynamic strategy for fostering awareness, highlighting the candidate's qualities and viewpoints, and motivating the audience to take meaningful action.

Strategic political advertising serves to educate voters about policy positions, raise awareness about important issues, and use creativity and authentic messaging to showcase why a candidate deserves consideration. In the United States, political advertising has adapted to the changing media landscape, and successful campaigns employ a mix of traditional and digital strategies to reach voters, convey messages, and mobilize support. It is a testament to the evolving nature of political communication in a rapidly changing world.

[1] Lata Nott, “Political Advertising on Social Media,” Human Rights Magazine, Vol. 48, No. 4: The End of the Rule of Law , June 25, 2020, https://www.americanbar.org/groups/crsj/publications/human_rights_magazine_home/voting-in-2020/political-advertising-on-social-media-platforms/.

[2] National Conference of State Legislatures, "Digital Political Ads," NCSL Campaign Finance Resources , February 17, 2023, https://www.ncsl.org/elections-and-campaigns/digital-political-ads.

[3] Michele Majidi, "U.S. political ad spending for midterms 2022, by medium," Statista , January 6, 2023, https://www.statista.com/statistics/1333400/us-political-ad-spending-midterms-by-media-type/.

[4] "Off-Year Cycle Spending by Week (2020 vs. 2024)," AdImpact , https://adimpact.com/2022-political-spending-projections.; "New Study Underscores Local Radio’s Impact for Political Candidates," Cumulus Media , September 6, 2022, https://www.globenewswire.com/en/news-release/2022/09/06/2510851/9032/en/New-Study-Underscores-Local-Radio-s-Impact-for-Political-Candidates.html.

The Sounds of Digital Impact

kgibbons@steelcitymedia.com (Katelynd Gibbons) — Fri, 23 Jun 2023 14:03:46 GMT

THE SOUNDS OF DIGITAL IMPACT

June 23, 2023 | Katelynd Gibbons

Our typical daily exposure to ads and digital influence has been changing rapidly over recent years, and while a great deal of focus goes to visual messaging, the impact of what we hear cannot be understated. There’s an especially interesting potential to reach people when they’re participating in activities like travel, exercise, or hanging out in group settings and are otherwise not viewing any accompanying media. A recent Veritronic survey on listening habits showed 77% of respondents stream music or podcasts during road trips, and 78% said they will likely listen to digital audio while spending time outdoors this summer. [1]

Overall, 79% of audio is consumed while people are unreachable by visual media. [2] Most importantly, people are really tuning in to a lot of audio content. According to Statista Market Insights: “In the Digital Audio Advertising market, the number of listeners is expected to amount to 174.20m users by 2027.” [3] Pew Research found roughly half of Americans have listened to a podcast in the last year, and about 20% said they listen nearly every day. [4] Music industry research showed that Americans stream 75 minutes of music per day on average. [5] So, for brands looking to connect with people in memorable and engaging ways, employing digital audio advertising is a powerful tactic!

Digital audio advertising is simply the delivery of audio content on digital platforms and devices. It delivers audio ads between songs or podcast breaks to get in a listener’s ear while they are already engaged in the audio content. This involves placement on streaming services like Spotify, Apple Music, Pandora, TuneIn, Podcast One, and many others. Traditional radio has also boomed onto the digital audio scene with online radio streaming, which provides opportunities for brands to play audio spots within radio broadcast segments. This can carry a lot of influence, considering recent “Share of Ear” reports from Edison Research found listeners over 13-years-old spend nearly 60% of ad-supported audio time with AM/FM radio. [6] Their reporting also found 18–49-year-old radio listeners are using radio streaming 20% of the time. [7] Notably, among the 25-54-year-old demographic, 52% of ad-supported listening is attributed to AM/FM radio streams, clearly outperforming other popular streaming services. [8]

Digital audio advertising offers a lot of useful advantages for brands. It can be thoughtfully targeted by location, demographics, interests, or genres, ensuring that ads reach the appropriate audiences. Audio ads can create an immersive and influential experience by reaching listeners during moments when they are actively engaged with audio content, and advertisers can deftly leverage data and technology to deliver tailored audio messages to listeners, enhancing the memorability and effect of their advertising campaigns. One of the other great benefits of digital audio advertising is that brands will gain insights into ad performance, allowing them to consistently measure metrics like impressions and audience engagement to further optimize advertising campaigns.

The power of audio ads is undeniable. According to research gathered from podcast listeners at the close of 2022:

· 70% said they visited the advertiser’s website after hearing the ad in a podcast.

· 67% said they talked to friends or family about the advertiser.

· 60% said they made a purchase influenced by the audio ad. [9]

By opening their marketing strategy to include more audio platforms, brands can tap into the growing popularity of audio content consumption, engage with consumers in a more personal way, and create memorable and impactful brand experiences that lead to trackable actions.

While there’s great potential to speak directly to people who are actively listening to programs and music they enjoy, it's still important to note that digital audio advertising is especially effective with other forms of advertising, such as programmatic display, pre-roll video, social media ads, and other tactics as part of a comprehensive marketing strategy. That creates the strategic reach and variation to engage consumers across multiple channels and touch-points.

Ultimately, the digital audio landscape provides numerous new avenues for personalization, connection, and engagement in the modern age. Connecting with the right target audiences when they are actively listening and often unreachable through visual methods creates unique opportunities to build brand awareness, increase memorability and trust, and drive consumer action. Americans are listening… Businesses just need to make their voices heard!

[1] “Survey Shows Audio Provides Soundtrack For Summertime Activities,” InsideRadio , 2023, https://www.insideradio.com/free/survey-shows-audio-provides-soundtrack-for-summertime-activities/article_505d24cc-f92d-11ed-a3d3-47956563631e.html.

[2] “Insights: The Power of Audio: Chapter 1,” Spotify Advertising , n.d., https://ads.spotify.com/en-SG/news-and-insights/the-power-of-audio-chapter-1/.

[3] “Digital Audio Advertising - United States,” Statista , 2023, https://www.statista.com/outlook/amo/advertising/audio-advertising/digital-audio-advertising/united-states.

[4] Elisa Shearer, et al., “Podcasts as a Source of News and Information,” Pew Research Center, 2023, https://www.pewresearch.org/journalism/2023/04/18/podcasts-as-a-source-of-news-and-information/.

[5] “Music Streaming Statistics in 2023 (US & Global Data),” Musical Pursuits , 2022, https://musicalpursuits.com/music-streaming/.

[6] “Radio Reigns Supreme In Ad-Supported Audio: Recapping Edison Series,” Inside Radio , 2023, https://www.insideradio.com/free/radio-reigns-supreme-in-ad-supported-audio-recapping-edison-series/article_ff108b72-d28f-11ed-a566-d79e1f736953.html.

[7] “Weekly Insights 5.24.2023 Radio on a Radio,” Edison Research , 2023, https://www.edisonresearch.com/weekly-insights-5-24-2023-radio-on-a-radio/

[8] “Radio Reigns Supreme In Ad-Supported Audio: Recapping Edison Series,” Inside Radio , 2023, https://www.insideradio.com/free/radio-reigns-supreme-in-ad-supported-audio-recapping-edison-series/article_ff108b72-d28f-11ed-a566-d79e1f736953.html; https://www.edisonresearch.com/share-of-ear-research/.

[9] Michele Majidi, “Actions taken after hearing a product advertised in a podcast in the United States as of December 2022,” Statista , 2023, https://www.statista.com/statistics/1205722/podcast-advertising-effectiveness-us/.

Tourism Marketing: Getaways & Getting the Word Out!

kgibbons@steelcitymedia.com (Katelynd Gibbons) — Fri, 28 Apr 2023 21:59:09 GMT

TOURISM MARKETING: GETAWAYS & GETTING THE WORD OUT

April 28, 2023 | Katelynd Gibbons

Going on vacation is a joyful experience, but planning for a vacation can be rife with stressful decisions. Even figuring out where you want to go and what type of activities to plan can sometimes be overwhelming, so when a business invests in strategic advertising, it can be a true win-win for the consumer and the company! This is especially true around this time of year, when people want to plan the specifics of a summer trip and could benefit from receiving some well-targeted inspiration. Some people may keep the same summer vacation year after year, while others crave something novel and new; in either case, there are always additional factors, like where to stay, what sites to visit, what kinds of activities to book, where to eat, and so much more that come into the picture. That means there is a wide range of businesses that benefit from thinking about vacationers and tourism marketing. Tourism marketing is about promoting travel destinations, attractions, products, and services to potential customers. The goal is to generate interest, awareness, and demand, while at the same time providing valuable information and incentives to potential visitors. It’s essentially about creating a call-to-action for fun!

Tourism marketing can encompass a wide range of tactics and strategies, including traditional advertising on radio or television, targeted programmatic display, social media marketing, email marketing, digital-out-of-home marketing, and much more. Delivery should be targeted to specific locations, demographics, or interest profiles. The strategy should be tailored to a target audience to take into account what type of vacations they may be interested in. For example, families may be interested in all-inclusive resorts or theme parks, while adventure seekers may prefer outdoor activities like hiking or kayaking. People usually indulge a bit on vacation, so they may spend more freely or plan extra padding into their budget to allow for exciting activities or special purchases. According to a survey conducted by Bankrate , the average American spends around $2,000 per year on vacation. [1]

Successful tourism marketing involves a strong understanding of the target audience's needs, preferences, and behaviors, as well as an understanding of the unique selling points and competitive advantages of what is being promoted. By crafting compelling messaging and delivering them through the right channels at the right times, businesses can drive engagement, bookings, and even cultivate return loyalty among travelers. The best times to promote tourist destinations or activities are ahead of the peak travel periods when people are in the frame of mind to plan and book vacations. In general, vacationers want to have getaway trips between Memorial Day in late May and Labor Day in early September, and average lead time for booking a vacation is around 45 days. So, springtime can be a prime time for tourism and vacation businesses to invest in advertising. The timing of vacation bookings can vary depending on individual preferences and circumstances, but peak travel season and early booking are typically the most popular timing trends among American travelers. [2]

No matter the exact month or type of trip being planned, there are many distinct destinations that are perfect for tourism marketing. Some of the top examples include beaches (a true classic, ideal for travelers looking for relaxation or activities like water sports), theme parks (most popular among families, thrill seekers, and fans of popular media franchises), national parks (perfect for outdoor enthusiasts and those interested in conservation and environmentalism), cultural & historical sites (especially popular among history buffs and those looking to uncover authentic stories that inspire and educate), wine regions (great for elevated food and drink experiences with sophisticated style), and even city centers (vibrant nightlife and urban charm can prove to be very popular for immersive getaways). No matter the specific getaway spot, the key to effective tourism marketing is to identify the unique features and attractions of a destination and tailor the messaging to appeal to the target audience. With any of the above categories of destinations, additional options like restaurants, bars, music venues, museums, recreational activities, and so much more would fall within the realm of tourism marketing.

Businesses can even advertise staycations! In fact, promoting local or regional staycations can be a great strategy for businesses in many industries, particularly those that rely on local buzz or offer products and services that align with leisure or relaxation. Bed & breakfast spots, spas, boutique shops, restaurants, bars, theaters, and sporting events can take advantage of the vacation/staycation mindset by promoting the best of what is right nearby, offering special local discounts or promoting their unique offerings, happy hours, themed events, and other attractions. Even transportation companies can get in on the fun by promoting the ease of navigating around the area through guided tours or shuttle services. People who have been living in the same city for years may not even know some of the great history or exceptional activities that are waiting at their doorstep, so promoting staycations can be a brilliant approach to strengthening local business and expanding the customer base. Overall, advertising staycation ideas can be a smart strategy for businesses that want to attract local customers, build loyalty, and generate revenue during slow periods or off-seasons. By tailoring their messaging and promotions to the needs and interests of staycationers, businesses can create a compelling value proposition and establish themselves as go-to destinations for leisure and relaxation without the more intense planning of a far-away getaway.

Some other important thoughts to keep in mind are what the vacation consumer looks like for different destinations and different travel styles. For instance, family vacations often involve activities that revolve around the children, plus a lot of all-ages options to keep everyone entertained. Romantic getaways for couples would look much different. Different still are the group travel plans (think “girls’ trips” or bachelor/bacheloret te parties). Below are some of the most insightful findings from surveys about trends in travel:

80% of consumers plan to take at least one leisure trip in 2023, with 54% planning more than one trip within the year. [3]
39% of American women were planning girls’ trips between 2019-2022 and that the market for girls’ trips (or “girlfriend getaways” as the study refers to them) brings in $200 million per year. [4]
40% of bachelorette trip attendees and 60% of bachelor trip attendees will spend at least $1,000 to travel to the destination, with 1 in 10 spending over $4,000. The most popular destinations for these types of trips include beaches and high-energy city centers . [5]

There is clearly no singular way to think of vacationing, but there are lots of opportunities to explore for whatever the vacation style may be.

With a lot of data and a lot of variety in what a vacationer may be interested in, it is simply good business sense to invest in marketing to the potential visitor or even the local staycationer. People can be inspired and excited by seeing an ad that solves a problem for them about where to go or what to do for fun this summer. The goal is to make it a positive experience all around. Effective vacation season advertising highlights the unique features and benefits of a destination, such as beautiful scenery, exciting activities, and relaxation opportunities, while taking some of the stress and strain away in terms of the research of what to pick and how to secure it for the family, couple, or friend group looking to plan a memorable and fun-filled experience.

[1] “The Average Cost of a Vacation: Transportation, Food, Entertainment and More,” Bankrate , November 29, 2022, https://www.bankrate.com/banking/cost-of-vacation/.

[2] “Expedia Travel Trend Report,” Expedia , 2021, https://www.expedia.com/newsroom/press-releases/2021/01/expedia-reveals-2021-travel-trend-report.

[3] “Traveler Insights Report,” Expedia , 2022, https://go2.advertising.expedia.com/rs/185-EIA-216/images/Expedia-Group-Media-Solutions-Q4-2022-Traveler-Insights-Report.pdf.

[4] “Female Travel Statistics and Trends,” She Packs Lite , October 10, 2022, https://shepackslite.com/female-travel-statistics-and-trends/#female-travel-trends-who-do-women-travel-withfriends-family-members-or-a-partner-at-what-age-do-they-travel.

[5] “Bachelor and Bachelorette Study,” The Wedding Wire , 2019, https://go.weddingwire.com/pdf/bachelor-bachelorette.pdf.

Recruitment Advertising: Find the Right Match Faster!

kgibbons@steelcitymedia.com (Katelynd Gibbons) — Wed, 29 Mar 2023 21:26:48 GMT

recruitment advertising: find the right match faster!

March 29, 2023 | Katelynd Gibbons

Advertising for job openings makes the hiring process so much easier. Putting the word out through strategic marketing makes it more likely you can find the right matches faster. When a business only places job listings in print or on one of many over-saturated job search websites, they can only reach a small pool of people who are actively searching, and many of them may not be interested or qualified. When you use a strategic plan and omni-channel tactics, you have the opportunity to reach more of the right people more quickly.

Recruitment advertising is designed to drive prospective candidates to apply for relevant job openings, and recruitment ads can be delivered through various channels, such as radio and programmatic audio, TV/CTV, social media platforms, emails, and DOOH. When a business rethinks old-school recruitment and brings in marketing experts, it takes a lot of the stress, guess-work, and waiting out of the hiring process.

One of the most beneficial aspects of recruitment advertising campaigns is that they can work for any industry, and there is added power in reaching both active and passive job seekers. Active job seekers, as the name implies, are individuals who are actively looking for a new job and are actively applying to job postings. Passive job seekers, on the other hand, are individuals who are currently employed but may be open to new job opportunities. They are not actively looking for a new job, but they may be interested in exploring new career opportunities if the right opportunity arises. Passive job seekers are more difficult to reach and are not likely to respond to traditional job posts without the provocation of targeted recruitment ads, yet they could become an active applicant once they discover the opportunity!

The best recruitment advertising, like great advertising in general, is informative and inspiring. It should include specifics about the open positions, a sense of the company’s character, salary and benefit information, and instructions on how to apply (which is the big call-to-action necessary for such advertising). In some ways, the recruitment ads are a way to tell the story of the brand itself. It’s an opportunity for businesses to showcase their company culture, values, and mission to potential candidates. This helps to foster trust and a strong brand identity while making the right impression on potential employees. With the help of advertising experts, employers can be sure strong ad messaging that is correctly targeted will start doing the hard work of recruitment for them, then also use data and analytics to measure the effectiveness of their recruitment advertising campaigns and optimize their strategies accordingly. By implementing a recruitment advertising strategy, companies can build a strong talent pipeline, reduce time-to-hire, improve the quality of hires, and increase overall employee retention rates. It also helps a business differentiate itself from competitors and attract the type of employees who are well-suited for the company culture.

Even with all of this information about recruitment advertising, some employers may still be wondering: Why not just post the job on a job site or on their own website and wait—why not let the applicants find you the old-fashioned way? The answer to that may be best framed through the numbers: The average cost for a company to keep a job vacant is $98 a day, and the average time to fill a position is about 42 days. [1] For some positions, particularly those that require specialized skills or certifications, the hiring process can take even longer. The money adds up, and it doesn’t even account for the full loss of leaving positions unfilled. Failing to advertise job openings can have a negative impact on a company's productivity, growth, and bottom line. As such, it is important for companies to invest in effective recruitment advertising strategies to attract top talent when they need them and build a strong workforce. If a company has open positions that remain unfilled, current employees may need to take on additional responsibilities or work longer hours to cover the workload. This can lead to increased stress and burnout, which can certainly impact productivity. They may also miss out on potential candidates who would bring valuable skills and experience to the organization, thereby limiting chances to innovate, grow, and compete in the market. [2] If a company has difficulty filling open positions, yet does not consider the investment into recruitment advertising worthwhile, they may actually end up relying on more costly recruiting methods, such as using staffing agencies, devoting more of their people resources to seeking out and interviewing (potentially mismatched) candidates, or possibly being compelled to hire someone who is actually not a good fit just to avoid leaving a crucial role unfilled. All of this can lead to increased costs, a strain on the company's budget and the existing staff, and, in all likelihood, the need to repeat the entire process again much sooner than expected.

Once a business is ready to explore a recruitment campaign, it’s important to understand what that means for the budget. The decision of whether to allocate the recruitment advertising budget through a marketing budget or HR budget may depend on a variety of factors, including the organizational structure of the company and the specific goals of the recruitment advertising campaign. In some companies, the responsibility for recruitment advertising may fall under the marketing department, as recruitment advertising is viewed as a form of marketing that promotes the company's employer brand and values to potential candidates. However, in most companies, recruitment advertising typically falls under the purview of the HR department, as it’s seen as a function of the HR department that is responsible for sourcing and hiring talent. In this case, the recruitment advertising budget may be allocated through the HR budget.

Recruitment advertising has evolved significantly over the years, from traditional "want ads" in newspapers and other print media to more targeted and dynamic approaches. The future of recruitment advertising is likely to be more targeted, personalized, and focused on creating a positive candidate experience. Companies that can effectively change with the times are likely to be more successful in attracting and retaining top talent in the years ahead. Overall, recruitment advertising has shifted from a broad, one-size-fits-all approach to a more targeted and data-driven strategy, leveraging digital channels and technology to reach and engage with potential candidates in more personalized and powerful ways.

The effectiveness of recruitment ads depends on a number of factors, including the quality and relevance of the ad content, the targeting and delivery methods used, and the overall reputation and branding of the company, and all of those details can be planned out with the help of experienced advertising experts. The main takeaway should be that recruitment advertising is a uniquely effective approach to fill long-standing or vital job openings, reach a wider pool of potential job seekers, and limit the unplanned costs associated with long job vacancies or failure to attract the right candidates.

[1] Jack Flynn, “23 Recruitment Statistics [2023]: What HR Professionals and Hiring Managers Need to Know,” Zippia: The Career Expert, February 23, 2023, https://www.zippia.com/advice/recruitment-statistics.

[2] Renee Dovich, “What is the Cost of Vacant Positions?,” LinkedIn Pulse, September 15, 2021, https://www.linkedin.com/pulse/what-cost-vacant-positions-renee-dovich.

Do You DOOH? Digital Out-of-Home Advertising in 2023

Fri, 10 Feb 2023 20:34:26 GMT

Do You DOOH? Digital Out-of-Home Advertising in 2023

February 10, 2023 | Katelynd Gibbons

Today’s advertising landscape is exceptionally intricate, and never before have there been so many opportunities to reach people with custom messages, right where they are. One of the newest and fastest growing forms of advertising is Digital out-of-home (DOOH). It’s all about reaching people while they are out-and-about. This kind of advertising allows businesses to present their brand’s message across a range of screen types in places where people are already running errands, taking in entertainment, or engaging in other activities.

DOOH advertising involves the use of digital billboards, display screens, and kiosks to capture the attention of consumers and deliver a message in public spaces such as malls, grocery stores, airports, gas stations, bus stops, and numerous other highly trafficked locations. DOOH creates opportunities to make messages visible to large audiences—such as the digital billboard seen by drivers or the urban panel visible to everyone walking that sidewalk—or the message can be more one-to-one—as is the case with gas station TV or ride share screens. With clear messaging, dynamic content, and interactive elements, brands can present DOOH ads that are both informative and entertaining.

There are some really powerful benefits to using DOOH. For one thing, ads can be set to specific locations and times of day, allowing businesses to target audiences thoughtfully and tailor messages accordingly. Geo-targeting can be used, and screens can be chosen based on what else is nearby and what types of audiences are likely to frequent those areas. Then, the messaging can be customized to have the most impact considering all of those factors. By displaying advertisements in areas that are likely to be frequented by a specific demographic, businesses can ensure they are seen by the customers who are most likely to be interested in their product or service. This can help to speed up the buying cycle, as customers are more likely to take action on an advertisement that is customized to them. Additionally, the use of interactive elements such as moving graphics, audio, and QR codes can enhance the user experience and boost engagement.

Digital advertising in general has become the standard for today's digital age, and with DOOH’s ability to reach massive audiences or create one-on-one interaction, it is one of the most useful digital advertising options out there. This type of advertising allows advertisers to create visually appealing and impactful campaigns to connect with their desired audience in unique ways. DOOH is excellent as a piece of the larger marketing puzzle. By supplementing existing advertising campaigns with the addition of DOOH ads in key locations, brands can further extend the reach and memorability of their message. This allows them to capitalize on additional opportunities to connect with their target audience in more engaging ways. Plus, new opportunities are on the rise to re-target audiences based on their previous exposure to particular out-of-home screens, thereby creating another chance to remind and deliver the message again via other channels. [1] Another great benefit of DOOH is how adaptable it is. Ads can be changed quickly, allowing for timely updates on current events or offers, or multiple ads can be rotated during a single campaign. Ads can even be planned around the weather! [2] There are many reasons that DOOH is fast becoming a keystone to successful advertising plans.

Not only is DOOH an adaptable and wide-ranging form of advertising, it proves to have significantly higher ad recall than streaming or live TV, print, podcast, or programmatic display. [3] People are able to remember a brand message or act on a call-to-action swiftly with the power of DOOH, and many DOOH screens include video and audio components and direct ways to engage on the spot (such as scanning a QR code to go directly to the business website or to place an online order).

In 2023, DOOH will continue to grow in its importance and impact. DOOH is extremely useful for increasing brand awareness, promoting events, driving sales, driving web and foot traffic, and providing real-time information to consumers without the typical clutter. By using DOOH screens, marketers are able to deliver strategic content to their target audience in more active and adaptive ways than most other media. Advertisers will be able to leverage the latest technologies and interaction potential to optimize their campaigns. As technology continues to evolve, we can expect to see more innovation in the field of DOOH.

In summary, DOOH advertising is an incredibly powerful platform for businesses to include in their advertising plans, and it makes for a crucial part of any omni-channel campaign. It offers brands the opportunity to reach a wide range of audiences quickly and cost-effectively, results in higher customer recall, and can be custom-tailored to create actionable moments that produce real leads, sales, and web or foot traffic. It has the potential to reach a large audience with targeted, timely, and relevant messages or to engage with people in individual one-to-one ways. DOOH offers greater flexibility and control over the message compared to other forms of advertising. Businesses can instantly update the message to respond to current events, adjust to changing consumer interests, or promote the latest product or service. Businesses can use geo-targeting to deliver their message to specific locations and create campaigns for specific audiences. This allows them to maximize their return on investment by creating campaigns that reach the right people with the right message. Through the use of multiple screens, targeted messaging, and interactive displays, advertisers can ensure that their message is seen and heard. By leveraging the unique advantages offered by DOOH, businesses can create highly effective and engaging campaigns that lead to real results.

[1] Hannah Lyder, “What's Trending in DOOH This Year... And What's Not?,” Vistar Media (blog), January 17, 2023, https://www.vistarmedia.com/blog/dooh-hottest-trends.

[2] Aliana Heffernan, “Why Weather-Based Marketing Should Be In Your Brand’s Forecast,” Vistar Media (blog), February 11, 2020, https://www.vistarmedia.com/blog/why-weather-based-campaigns-for-brands.

[3] “Out of Home Advertising Produces Highest Levels of Consumer Recall Versus Other Media Channels, According to Solomon Partners 2023 Benchmark Report Estimates for the U.S.,” Out of Home Association , January 4, 2023, https://oaaa.org.