As society is making its transition into the digital world, many things have changed. However, radio is still as prevalent and effective as it has been. Radio accounts for 7% of total media expenditure. Part of the reason it has been able to keep up is due to its mobility: users listen to the radio in the car, at work and at home.
The Benefits of Radio Advertising:
Radio's elective targeting:
Although a radio station has limited reach, they have specific targets based on demographics and locations. For businesses advertising in radio, this is something to take advantage of because it is easier to analyze the audience and alter the advertisement to best fit their interests.
Radio advertisements are constantly repeated, allowing for listeners to become familiar with the ad. For this to happen, mere exposure is the only thing needed, as the listener will subconsciously become familiar with it. Since most radio listeners tend to stay loyal to one or two stations, frequency leading to familiarity is an important benefit.
Sound is naturally more memorable than writing, so a radio ad has a greater chance of being remembered than a newspaper or magazine ad. Even if the listener was not paying close enough attention to hear what the ad was about, they are likely to recognize it later due to things, like a jingle.
Radio advertisements are more budget friendly than other media due to the requirement of fewer production resources. This cost difference can assist in a promotional campaign by reassigning the extra funds to places with greater need. While radio advertisement rates are lower than that of television, they both reach the same intended target audience.
While creating a television advertisement takes long periods of planning and production, a radio advertisement takes only a few weeks. This is a huge benefit when dealing with changing market conditions because you have the ability to act fast and get ahead of your competition. In addition to changing markets, this can be helpful when launching a new ad, and receiving results and analysis on how it’s preforming in order to tweak it to make it better.
Radio analysis can occur on the daily, so measuring the reach and effect on the audience is quick and effective. Not only are the results fast, they’re accurate. This is important for any form of advertising and media because a business needs to understand how their efforts are working and where there are areas in need of improvement. This allows for a business to launch an ad and analyze how it’s doing shortly after.
Not only are radio advertisements prevalent, they’re still significantly effective. There is no way to fast forward through or pause a radio ad, which just increases exposure, adding to the potential reach.
Making the decision to do a radio advertisement is easy, but going about it and creating an effective and intriguing one is a bit more difficult. Using a marketing agency to assist in the planning, implementation, and analysis of your radio debut could make all the difference. Since the design, content, and timing are the most important aspects of an ad, it’s important to work with people who are comfortable with the platform and know the ins and outs. For more tips on running a successful radio campaign check out our article on the topic here.