Published by Mancuso Media
Your brand is our priority and regardless of budget, we want to maximize the market impact across your target audience. With that in mind, due to the introduction of streaming radio, streaming TV, YouTube, podcasts, etc. it is becoming extremely difficult to know where to reach the A18-49 audience en masse.
Surprisingly, it’s traditional AM/FM radio that saves the day. Key findings from the Nielsen Q2 2023 Total Audience Report reflect that among adults 18-49, AM/FM radio beats TV in average audience weekly reach. Linear TV viewers have dropped 26% since 2018, due to cord cutting and streaming.
While a huge number of Americans have abandoned traditional TV for streaming, AM/FM radio remains the dominant audio platform (audience shares are 17 times larger than ad-supported Pandora and Spotify). According to Edison Research Q2 2023 “Share of Ear,” AM/FM has a massive 69% share of U.S ad-supported audio.
Research has shown, by taking 20% of your TV budget and putting it into AM/FM radio, your reach can double amongst light TV viewers, A18-49. The answer to reach light TV viewers, is not to buy more TV; rather, consider adding AM/FM radio.
At Mancuso Media, we’ll work with you to determine the video and audio platforms to best promote your brand. Tell us what you want to achieve, and we’ll show you the path to get there. Contact our Media Director, Jan, to get started today: [email protected].
References: Westwood One “Nielsen: AM/FM Radio Ratings Continue To Beat TV Among Persons 18-49”, October 23, 2023
“Advertising is totally unnecessary. Unless you hope to make money.” – Jef I. Richards.
San Diego Magazine: Celebrating Women
We’re proud to share that our founder and President, Gina Mancuso, has been featured in San Diego Magazine! This issue showcases the bold, brilliant women shaping San Diego. Check out her feature here.
Traditional third-party digital cookies, instrumental in understanding and targeting customers, are phasing out due to heightened privacy concerns and regulations. This evolution, while challenging, presents an opportunity to innovate and adapt. Here are six strategies we’re exploring to help businesses thrive in a post-cookie era.
1. Embrace Consent and Customer Data Portals
You’ve almost certainly encountered consent management banners on websites. These tools are straightforward yet powerful; they ask users to opt into data collection during their visit. This approach respects user privacy and complies with regulations. For online businesses, leveraging consent and customer data portals can be crucial. They allow you to personalize the customer experience legally, using data gathered with the customer’s permission.
2. Harness Your Own Data
Utilizing your own customer data, with consent, can be incredibly effective. Breaking down internal data silos provides a comprehensive view of your customers. This information can drive personalized marketing tactics like targeted emails or product recommendations based on past behavior, reducing reliance on third-party data.
3. Partner Strategically
Forming partnerships with relevant, trusted organizations can provide access to valuable customer data (always with permission). For example, a fitness product retailer might collaborate with fitness magazines or influencers. The key is finding partners that align with your customer base and offer mutual benefits. Being an active member in these organizations can enhance your credibility and open up more meaningful advertising opportunities beyond simple ad placements.
4. Utilize AI for Deeper Insights
Artificial Intelligence (AI) tools can predict customer behavior by analyzing past patterns. For instance, a retailer might use AI to recommend personalized product recommendations based on a customer’s past purchases. This technology reduces dependency on traditional cookie data for making customer-specific recommendations.
5. Explore Identity Resolution Services
This emerging field involves mapping user identities across various devices and channels. These services create unique user profiles, integrating data from different devices for comprehensive analysis. This approach is being used to enhance customer experiences without cookies, enabling businesses to anticipate and meet customer needs more effectively.
6. Leverage ‘Walled Gardens’
Large tech firms like Google, Meta, and Amazon possess extensive user data and share some of it with advertisers on their platforms. For instance, Amazon provides advertisers with direct sales data, and Google’s search engine insights can help target specific customer groups. These platforms offer powerful tools for targeted marketing.
The decline of traditional cookies doesn’t spell doom for personalized marketing. Rather, it’s an invitation to innovate and respect user privacy while still delivering effective campaigns. By embracing these six strategies, businesses can navigate this new landscape successfully. The future of marketing lies in balancing user privacy with personalized experiences, and these approaches are pivotal in achieving that balance in a cookie-less world. Not sure where to start? Contact us today!