Four States Small Business Blog

What are the advantages of Radio advertising?

Posted by Melanie Gaudette on June 12, 2020 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 Support Digital Advertising

One way to look at radio advertising is as a supportive element of digital advertising. Because both radio advertising and digital advertising are affordable advertising options, it’s possible to combine their strengths to get the best of both worlds.

Repetition is the key to brand recognition and sales. Professional media companies know that the more often a consumer is presented with an ad, the more familiar they become with a brand, and the more likely they are to recognize your branding. 

When consumers become more familiar with your brand, the better chance they have of choosing your brand when the need arises. Just like digital advertising, radio ads are easy and affordable to run frequently on a continuous schedule. This is one reason why radio advertising is such a natural complement to digital advertising.

Radio Ads Reach 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 lifestyles. 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.  

Another resource for small businesses looking to find effective ways to reach their audience is the BrandsFormation system. This business seminar will be held in June and hosted by Chuck Medford to help local businesses transform into household names in the local community.

The Benefits of Auditory Advertising Versus Visual Advertising

Auditory advertising has some advantages over visual 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. 

Radio Advertising Boosts the ROI of Digital Advertising

When you supplement digital advertising with radio advertising, your overall ROI (return on investment) increases. Because those radio listeners are also being directed to your website or storefront, 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 Logged On 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 derived from radio advertising.

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

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Topics: Radio Advertising

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