ATTRIBUTION OF RADIO ADVERTISING: WHY DIGITAL COMPANIES SHOULD USE IT

 

Radio Ads have never been a priority in advertising for other companies, but that does not mean it is not the right way to find new customers.

For more than a decade, the trend has been for small and medium-sized companies to focus on growing their digital presence - often to the detriment of the media. All this time, digital channels have been seen as a costly way to reach new customers especially since the effectiveness of advertising campaigns can be tracked directly. But with new information from the delivery tools, this trend could change.

RADIO ADVERTISING IS COST-EFFECTIVE

While inexperienced people may think that radio is very expensive, the fact is that radio ad is probably the most effective traditional advertising channel that exists today.

Creating a 60-second TV ad may require investment for full-time actors and actors, voice actors, microphones, actors, sound builders, and more. That’s before you put in the costs associated with actually making an ad. Creating radio ads is a very simple (and cheap) process.

What do you need to create an effective radio ad? In most cases, no more than a working script with an experienced voiceover actor on the radio. Good scripts and bad sound actors are cheap, but the cost is pale in comparison. In addition, the ad must be recorded once and then used in most markets to grow your radio ad budget.

Recent research from Media analysis has shown that radio ads is close to very low production costs, a fact many advertising agencies have observed:

The low production costs of Radio Advertising have led to some kind of innovation in the industry. As more and more companies look to differentiate their advertising activities, radio is making an attractive choice.

While newspaper advertising is declining, radio is expected to see significant growth in 2021:

Radio, although it has become a long-distance offline marketing channel, looks set to grow in the years to come, especially in its reliability.

ATTRIBUTION SHOWS HOW RADIO ADVERTISING AND DIGITAL WORK TOGETHER

Also broadcasting in the digital space is Radio Advertising Attribution. The biggest problem in streaming advertising could not measure its direct (or immediate) effect. With this offer, you can now measure digital actions (website visits, conversions, calls) caused by offline marketing such as radio.

Accepting radio as part of your omnichannel method does not mean that you are from other channels. In fact, radio interacts with other channels. It applies especially to specific campaigns.

In fact, maximizing radio campaigns is incredibly important to maintain effective digital availability. If hopefully hears your ad and turns to Google to learn more about your business - it's important that they find you. Linking all of these mergers into a single conversion process is the basis of the marketing signal - because it answers the question "what connections lead to this conversion?"

Radio listeners can look you up on social media so maintaining an active presence on social networks doesn't just help to make sure your product is there when they search. This also gives the product a chance to create a good first impression on those who are just beginning to know about the offer of a radio ad.

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RADIO TARGETS YOUR MARKET AT THE IDEAL TIME

The effectiveness of any advertising campaign falls into the trap.  Being able to get your message out in front of your audience at a time when they are likely to buy is important.

Radio ads allow you to pinpoint specific “touch locations”. Touch as it works in radio ads is a particular time of day when people are likely to be in their cars. Some common contact points include:

• Morning commute to work.

• Walking in the evening after work.

• Morning school is running.

• Morning and evening work.

• Dinner time.

These are the normal times when people are in their cars, and when they are more likely to engage in radio commercials. After that, you can work with the data provided by the radio station to laser point your messages to specific individuals at those points of contact, where they may be involved.

Radio builds awareness

In general, radio is an excellent channel for all points in all customer information, but it lends itself mainly to high-level social media campaigns and awareness building. Radio makes up 14% of the total time spent on the media. Radio has been shown to provide significant growth in product reputation levels and products advertised on radio stations enjoying high levels of product awareness and processing.

RADIO AVOIDANCE IS LOW

Advances in technology have changed the way people communicate with the media. Ad avoidance now plays a bigger role in advertising decision-making than ten years ago. Ad avoidance is a problem especially in the digital space where consumers can easily adjust their focus elsewhere or use ad blockers to avoid ads.

TRY AND TRUTH

Radio can be an older, traditional channel than its digital counterparts. But that didn't stop them from moving forward, producing impressive results for advertisers in the process. The fact is that as long as cars are still fitted with radio horns, the radio will always be a way to reach consumers during long distances.

Now with the advent of radio annotation, radio functionality can be reversed by digital conversions that give advertisers what they need to make effective campaign decisions. Before you ignore a radio station, make sure you give it a chance to compete with your Facebook, Instagram, and Google Search ads.