Often referred to as “theatre of the mind,” radio advertising strives to create a strong impression on its audience through the use of only sound. It is both a challenge and a unique opportunity for advertisers to paint an extremely vivid picture in the mind of the listener without the use of visual aids.
With the recent rise of online radio apps such as Spotify and iTunes radio, radio marketing is still alive and well. In fact, 26% of mobile phone owners have connected their phones to a car audio system to listen to online radio, up from 11% in 2011 (EDISON Research 2014).
Mark Fratrik, chief economist at BIA/Kelsey, noted:
Radio is also beginning to deliver other compelling digital services that help its local advertisers navigate promotional opportunities. With the right attitude towards the new reality of increased competition and strategic planning, local radio stations can prosper.
So even though commercial radio may not be as strong as it was 10 years ago, radio advertising is still relevant, the medium has simply changed form.
So, why radio?
There are a variety of reasons why you should consider incorporating radio into your next advertising campaign:
Radio is truly a powerful medium. It has a very stable base of listeners because of people’s desire for new music. Whether commercial radio is exchanged completely for online radio is still to be decided, but what is for sure is that there will always be listeners and opportunities for advertisers. Turn up the volume and take advantage!
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