Tag: Cannes Advertising Festival

The latest blog from Cumulus Media | Westwood One’s Audio Active Group reports on AM/FM and podcasts receiving the “Super Touchpoints” effectiveness honor from marketing effectiveness firm Effie. The blog post that at this year’s Cannes Advertising Festival, Effie examined 19 media and its study showed AM/FM radio and podcasts ranked fourth in achieving sales effect within six months. Podcasts and AM/FM radio also performed strongly in long-term brand building with impressive brand effects beyond six months. The story notes that the Effie Awards are based on growth factors such as incremental revenue, profit, market share, new customers, loyalty, and price sensitivity. Brands that win Effie Awards drive impressive revenue, profit, and brand effects. The stronger the Effie performance, the greater the ROI and business results. The key takeaway is that “some media do well with short-term impact but have a harder time creating future demand (contesting, promotions, search, digital display). Other media are adept at brand building and creating future demand but have difficulty with short-term sales effect (creators/influencers, TV, PR, online video/CTV, and print). AM/FM radio and podcasts are unique in their ability to drive both short-term sales as well as long-term brand effects.” See the full blog post here.