“I met a couple of brilliant young D2C (direct to consumer) millennials last year who waxed so lyrically about the power of radio I was visibly taken aback. When I queried why a couple of smart but sockless wonders would throw perfectly good Instagram money away on radio, they explained that their extensive data had shown them that their purchase funnel was increasingly sparse up top. Their digital expertise was still converting brilliantly down the bottom, but they needed more new customers and traffic to their online site in order to keep growing. And radio was doing the top-of-funnel business.”
