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  • DOES RADIO ADVERTISING STILL WORK?

    01 May 2019
    Leah Daly

    There’s a lot of hoo-ha about how radio advertising is losing its stronghold as an influencer. In fact, even mention the word, ‘radio,’ in some circles, and you’re sure to be corrected. While ‘audio’ is the new kid on the block (think Spotify and SoundCloud), these mediums are still a while away from being crowned King of Sound. Before that happens, traditional radio continues to reach the right ears at the right time.

    Digital radio has bought with it a smorgasbord of channels and formats. There’s something for every ear – from hip-hop, to opera, and everything in between. With all these choices, you might be wondering if broadcast radio, in its many forms, is on the way out and taking your bang-for-buck with it.

     

    The Evolution of Radio

    Radio continues to wow us, from the wireless to new formats, like broadcast, digital [DAB], podcast, mobile and social. The truth is, it’s the first traditional medium to grow up with the digital landscape and continue to increase its share of advertising revenue, year on year.

     

    Radio Gets it Right

    If you need proof that traditional broadcast radio is still alive and kicking, try the following stats on for size:

    1. According to figures compiled by Deloitte, radio ad revenue for metropolitan markets rose by 2.26% year on year, in the six months ending December 2017.
    2. Further demonstrating its resilience, radio reflected the overall 0.36% growth in the total ad market in 2017.
    3. The good news is, Sydney emerged as the most robust market over the December 2017 half, with ad revenue up 4.11% year on year. Other states recorded stats like this: Melbourne rose 2.73%, Adelaide was up 1.30%, and Brisbane increased by 1.35%.

    All About The Feels

    Customers trust radio. They have a dynamic ‘relationship’ with their favourite radio station. It’s what they wake up to, what gets them through the day and what they drift off to; they connect to their station in a way that can’t be underestimated.

    Radio is an intimate medium – for some people, it’s so much a part of life, it’s almost a subconscious. People feel closer to it than other mediums because it reaches them while immersed in their day; walking to get milk, driving to work, or even in the shower. With the growth of digital radio, as well as web and social, it’s now easier than ever for advertisers to tighten up targeting and accurately measure engagement. Some of the leading commercial networks, such as NOVA, KIIS and FoxFm, also offer exclusive web and social packages. In some cases, advertisers don’t even need to broadcast on the radio as the station’s online audiences are now so significant.

    The other advantage of radio is how frequently the ads air. Creative scripting, as well as scheduling, can be turned around quickly to relay your message while it’s relevant. Your audience can hear your radio ad while getting their 11am coffee, then duck out to your store during lunchtime. It essentially enables an immediate call to action.

     

    The Wrap Up

    The facts are fast and speak for themselves: radio advertising is not dead or disappearing. More profitable for advertisers than ever before, it offers custom content opportunities through digital channels such as podcasts, web and social. You can successfully single out your audience for a more powerful one-to-one impact and achieve more measured results.

    Radio advertising allows you to drill down to determine the type of campaign that’ll carry your message most effectively. For pinpoint control, and to help drive your central message, you can choose the exact spot you want to schedule your ad. To add interest, seek sponsorship or promotional support, or try a live read or an endorsement to harness personality and credibility.

     

    The Cherry on Top

    Radio still fits the bill for accurate and effective advertising. At Cherry, we’ve got innovative ideas about how to engage your audience using radio to reach the right ears and convert.

     

    Bite Me!

    Let’s open up a back ‘n’ forth on this topic. If you think radio has run its course or remains as relevant as ever – get in touch.

     

DOES RADIO ADVERTISING STILL WORK?

01 May 2019

Leah Daly

There’s a lot of hoo-ha about how radio advertising is losing its stronghold as an influencer. In fact, even mention the word, ‘radio,’ in some circles, and you’re sure to be corrected. While ‘audio’ is the new kid on the block (think Spotify and SoundCloud), these mediums are still a while away from being crowned King of Sound. Before that happens, traditional radio continues to reach the right ears at the right time.

Digital radio has bought with it a smorgasbord of channels and formats. There’s something for every ear – from hip-hop, to opera, and everything in between. With all these choices, you might be wondering if broadcast radio, in its many forms, is on the way out and taking your bang-for-buck with it.

 

The Evolution of Radio

Radio continues to wow us, from the wireless to new formats, like broadcast, digital [DAB], podcast, mobile and social. The truth is, it’s the first traditional medium to grow up with the digital landscape and continue to increase its share of advertising revenue, year on year.

 

Radio Gets it Right

If you need proof that traditional broadcast radio is still alive and kicking, try the following stats on for size:

  1. According to figures compiled by Deloitte, radio ad revenue for metropolitan markets rose by 2.26% year on year, in the six months ending December 2017.
  2. Further demonstrating its resilience, radio reflected the overall 0.36% growth in the total ad market in 2017.
  3. The good news is, Sydney emerged as the most robust market over the December 2017 half, with ad revenue up 4.11% year on year. Other states recorded stats like this: Melbourne rose 2.73%, Adelaide was up 1.30%, and Brisbane increased by 1.35%.

All About The Feels

Customers trust radio. They have a dynamic ‘relationship’ with their favourite radio station. It’s what they wake up to, what gets them through the day and what they drift off to; they connect to their station in a way that can’t be underestimated.

Radio is an intimate medium – for some people, it’s so much a part of life, it’s almost a subconscious. People feel closer to it than other mediums because it reaches them while immersed in their day; walking to get milk, driving to work, or even in the shower. With the growth of digital radio, as well as web and social, it’s now easier than ever for advertisers to tighten up targeting and accurately measure engagement. Some of the leading commercial networks, such as NOVA, KIIS and FoxFm, also offer exclusive web and social packages. In some cases, advertisers don’t even need to broadcast on the radio as the station’s online audiences are now so significant.

The other advantage of radio is how frequently the ads air. Creative scripting, as well as scheduling, can be turned around quickly to relay your message while it’s relevant. Your audience can hear your radio ad while getting their 11am coffee, then duck out to your store during lunchtime. It essentially enables an immediate call to action.

 

The Wrap Up

The facts are fast and speak for themselves: radio advertising is not dead or disappearing. More profitable for advertisers than ever before, it offers custom content opportunities through digital channels such as podcasts, web and social. You can successfully single out your audience for a more powerful one-to-one impact and achieve more measured results.

Radio advertising allows you to drill down to determine the type of campaign that’ll carry your message most effectively. For pinpoint control, and to help drive your central message, you can choose the exact spot you want to schedule your ad. To add interest, seek sponsorship or promotional support, or try a live read or an endorsement to harness personality and credibility.

 

The Cherry on Top

Radio still fits the bill for accurate and effective advertising. At Cherry, we’ve got innovative ideas about how to engage your audience using radio to reach the right ears and convert.

 

Bite Me!

Let’s open up a back ‘n’ forth on this topic. If you think radio has run its course or remains as relevant as ever – get in touch.

 

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