Four States Small Business Blog

What Are The Advantages Of Radio Advertising?

Posted by Melanie Gaudette on December 23, 2019 at 8:00 AM

advantages of radio advertisingIf your business is ignoring radio advertising, you’re missing out on one of the most effective methods to reach your target audience.

Consider the fact that 92% of Americans listen to the radio every week. They listen in their cars, on their iPods, and on their Alexa devices at home. In fact, 59% of Americans listen to the radio every day. Your business can’t afford to miss out on this opportunity to reach Americans in their daily lives.

Radio Advertising Can Be A Supplement for Digital Advertising

One way to think about radio advertising is as a supplement to digital advertising. Because both radio advertising and digital advertising are so affordable, it’s possible to combine their strengths to get the best of both worlds.

In advertising, repetition is the key to brand recognition and sales. Professional media companies know that the more you see and hear an advertisement, the more likely it is to stick in your head. 

Later on, when you need that product or service, that’s the brand that you’ll think of first. Just like digital advertising, radio ads are easy and affordable to transmit in a repetitive manner on a continual schedule. This is one reason why radio advertising is such a natural complement to digital advertising.

Radio Advertisement Reaches All Demographics

One of the biggest challenges that small business owners face is finding effective ways to reach their target demographic. Radio ads enable business owners to reach their target audience based on their listening preferences. 

All radio stations collect listener data, so they can tell you precisely what age group is listening, what they listen to most, and what the listener response statistics are to radio advertisements. 

The Benefits of Ear Advertising Versus Eye Advertising

Ear advertising has some advantages over eye advertising. If a prospect is watching a television commercial they only get half the message if they look away from the screen. 

The same thing goes for online digital ads. If the prospect is presented with your visual ad, they can choose to look at something else and never even see your ad. 

On the other hand, if a prospect is exposed to radio advertising, they are exposed to the complete message even if they look away or multitask while listening. There’s no other form of advertisement that gets through to prospects even if they choose to divide their attention.

Radio Advertising Boosts the ROI of Digital Advertising

When you supplement digital advertising with radio advertising, your overall ROI (return on investment) on your marketing dollars increases. Because those radio listeners are also being directed to your website or storefront, the your marketing campaigns work in unison to bring in sales. In fact, studies show that radio has an average ROI of 12:1.

Radio Reaches Prospects That Are Not Tuned in to the Internet

Finally, radio ads reach those who are not into social media or the internet. Plus, it can actually drive online behaviors, as shown by surveys that demonstrate an average growth of 29% in brand searches that derived from radio advertising.

Whether you choose to advertise in digital or to supplement digital advertising with radio advertising, radio is the key ingredient to maximizing marketing ROI.

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Topics: Digital Marketing

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