I've heard that before. Several times over, in fact. I can't say yes enough on this topic
My answer, of course, is no, there's nothing
The Value in Radio
If you've ever asked yourself "do a lot of people listen to the radio still?" you may be surprised to find that the answer is almost everyone. Over 90 percent of Americans above the age of 12 turns on the radio at least once a week, and an average listener spends 13 hours tuning in on a weekly basis. 61 percent of Americans have turned to online radio, listening to online AM/FM stations or streamed content service at least once a month.
As far as advertising is concerned, radio promises big gains in exchange for a small investment. In fact, a Nielsen survey in 2014 determined that average radio advertisers can count on an ROI of $6 for every $1 spent, conversion rates of 16 percent, and increases in retailer retention as high as 11 percent.
Radio as a Visual Medium
One of the main critiques of radio as a medium is its lack of originality. Historically relying on a single format – audio – some advertisers believe that radio limits marketing messages to something basic and predictable. In reality, however, radio is quite visual, both figuratively and literally.
In a figurative sense, a creative use of sound effects, voices, music, and commentary can paint a mental picture much in the same way a great piece of writing can trigger vivid imagery with nothing more than words on a page. With the right approach, radio advertisers can show, not tell, utilizing similar narrative techniques to influence consumers.
More literally, radio's evolution into a digital experience provides plenty of opportunities for colors, pictures, and video. On apps like Spotify and Pandora, when ads play, images or film clips pop up, providing a balance between audio and visuals. This opens up new avenues to advertisers, combining all of the power of radio with the added benefits of visual content marketing, such as increased retention of information.
The Right Target Audience = Relevancy
Radio marketing strategy has its important place in digital applications, but a strong branding strategy can pack a punch in traditional radio too. Due to the targeting potential in radio, from access to the local community to the ability to address very specific
Due to the long-standing function of radio as an information source – thinking play-by-play during tumultuous weather – an expert voice makes a big impact. A targeted audience help tap into this, allowing marketers to determine what matters most to listeners by asking questions like:
- Where do our clients come from?
- Who are our best clients?
- What media habits, lifestyles, and interests influence what we have to offer?
Once you know
Radio Will Always Matter
You might have heard some people say that radio might be outdated, but listening patterns and consumer trends show that to be anything but true. Consistency in radio advertising strategy is still relevant and relatable. From traditional radio spots to ads on streaming radio services, radio advertising is one of the best ways to move your business forward while staying connected to your community.
Here's a customer success story of a travel agency that has stayed relevant in radio: Bursch Travel.