Who killed the radio star? Nobody. If your marketing mix doesn’t include radio, you may be ignoring a channel ripe with potential. After all, radio advertising offers unparalleled reach, is cost-effective and more measurable than ever before. In the US alone, radio reaches 91% percent of the population weekly, beating TV and smartphones with 85% weekly reach respectively. And while radio listenership saw a slump during the lockdowns, it’s returning back to pre-pandemic levels — with some new exciting trends too.
Whether you’re aiming to boost your TV campaigns or get your product out to a regional audience — radio works well across the board. And if you think digital brands don’t do radio, think again. We’ve led radio campaigns for digital disruptors like Ring, Vinted, Monster Notebook and Blinkist in 2021 alone.
Maybe it’s time your brand joined them. To help you get started, we’ve answered some common questions about radio advertising on every marketer’s mind. Next stop: on air!
First things first: Is radio advertising right for your brand?
Radio’s great, but should you swipe right? Find out whether or not it’s a match. If it’s not the best fit for your product or service, it may not be worth investing in this channel. For instance, if your product has a strong visual appeal or needs to be seen to be understood, it would be unrealistic to rely only on radio — although as a supplement to TV and OOH it could work. Find out if radio is a good fit for your brand in our latest guide to radio advertising here.
How does radio advertising work?
Make sure you understand the key components before you start. Adding radio to your marketing mix is like seasoning a dish. It’s the perfect top-up for your offline and online campaigns, but only if you do it right. There are three main ingredients to a knockout radio campaign: Campaign goals, target area and target group. In our radio guide, you’ll learn how to use these three pillars for acing a radio campaign.
How to measure and optimise your campaign?
Work out how you will measure and optimise your campaigns. When it comes to the nitty-gritty of measurement and optimisation, is radio advertising effective? Hell yes! To tell if your radio campaigns are hitting the right notes (and audience), there’s multiple measurement options to pick from. Some of the most common options include the likes of the Bayesian method, the user poll or baseline uplifts. And that’s before we mention how you can scale your future campaigns. Inside our guide to radio advertising is a whole section that sheds light on the different measurement options, their pros and cons and much more.
Why not look into programmatic radio?
If you’re a performance pro, we have something just for you. Ever heard of programmatic radio? Programmatic audio allows you to automate the buying of ad space and insertion of ads across digital audio formats like podcasts, digital radio and streaming platforms . Find out what the experts have to say about programmatic radio campaigns here:
Can radio and podcasts work together?
Try out one of radio’s closest friends: podcasts. If you’ve already given radio a try, your mind might now be turning towards podcasts. Though the channel has similarities to radio (audio, duh!), it’s a much newer channel with a very different media buying landscape and requires a different strategic approach as it merges online and offline. That being said, podcast ads and influencers can supplement your radio campaigns very well. Curious about podcast advertising? This detailed guide covers all the basics and offers some great expert insights for your next audio adventure here.
See how other brands did it. Here’s how Blinkist aced podcasts
If you’re a fan of digital audio, you may know of Blinkist already. Blinkist’s team reads non-fiction books, identifies key insights and then creates ‘blinks’: easy-to-digest summaries that you can read in 15 minutes. For an audio rich platform like Blinkist, acing digital audio is crucial. During the past few years, they’ve experienced great success in making podcasts and podcast influencers an integral part of their marketing strategy. To find out more about their growth journey, read this:
Cover all your bases to get started with radio advertising
Recently, we’ve launched a new guide that covers all things radio advertising. Whether you’re a newbie or a veteran of the speakerbox, we have something for every marketer in here. We’ll cover everything starting with the basics of radio advertising, before covering the setup of a campaign, putting together the creatives and measuring the impact. We’ll guide you through every aspect of running a radio campaign here: