Tag: Ray Borelli

Audacy SVP of research & insights Ray Borelli writes in an insights piece that data consistently shows that in marketing mix models (MMMs), there is a large gap in the perception of its effectiveness versus how it actually performs. Borelli writes, “Despite outperforming most channels in ROI, Audio can be overlooked by marketers, not because it’s ineffective, but because it’s quietly efficient.” He adds, “Low levels of variability and the lack of granular data at the campaign and market levels can cloud the results. Smaller campaign investments can also fly under the radar, making it harder for models to detect Audio’s true impact.” Borelli says Audacy is working with other audio companies and with partners like the RAB and IAB to provide more granular data and to standardize model inputs. “We’re running model audits and retroactive studies to properly demonstrate Audio’s impact including replacing media plan data with ‘as-run’ actuals because as-run data provides significantly more variation, which stimulates the models to more effectively identify radio’s correlation with sales results.” See the complete piece here.