Radio continues to be a strong and effective advertising channel for businesses – it is a broadcast medium that can be accessed anywhere, anytime, by anybody. The engaging and social nature of radio and its powerful connection with its audience makes radio the perfect way to build brand awareness and stimulate digital activity.
1. Mass Reach
Radio Reaches a huge audience, reaching 95% of Australians within the 5 metro capital cities each week. Radio audiences continue to grow and extend past just terrestrial radio listening, with podcasts and digital audio continuing to expand rapidly. Time spent listening also continues to increase as traffic and dwell times increase with the number of vehicles on our roads.
2. Frequency
Frequency is the number of times a consumer is likely to be exposed to an ad. It is important to deliver your ad with repetition to increase overall Ad recall and to enforce a strong call to action. Frequency will increase the likelihood that an individual will have a high-quality engagement with the ad and they also have multiple interactions with your brand. Radio sponsorships are a great way to boost your frequency throughout the week and complement existing commercial activity.
3. Engagement
Australians spend on average 12 hours and 53 minutes listening to commercial radio each week. They are heavily invested in radio talent and listen in loyally and consistently. We can also target parameters of heightened engagement, such as the traffic report or weather report.
4. Trust and Loyalty
Radio is often associated most with being spontaneous, personal, intimate, and trustworthy. Listeners believe that radio is key in educating and informing them in real time.
5. Local and targeted
Radio campaigns can be scheduled to air at specific times of the day, reaching target audiences at a time where the message is most relevant. This is why a lot of fast-food chains will target their advertising right before lunchtime or dinner time, where need is at its highest. We can even start to do behavioural and geo targeting through digital audio or dynamic audio, utilising weather patterns e.t.c.
6. Speed
We can launch your radio campaign quickly with short lead times, from the time of booking, radio production and playout. We can use a combination of different messaging and creative throughout the campaign to tell a story and achieve the required call to action.
7. Path to Purchase
Radio is perfect for delivering your message while consumers are in the car and on the path to purchase. This is key for retail between Wednesday and Sunday where retail shopping habits are heightened. It is such a powerful thing to be able to hit the consumer several times right before they arrive at the shops, so that your brand is front of mind.
8. Consistency and search
Reach the same listener multiple times throughout the day, on their morning commute to work, through the workday and on their commute back home. It is proven that radio is a key driver of search. Radio is a great way to drive web traffic and enable you the ability to then remarket to that audience until a conversion is registered.
9. Elevate your brand
Align your brand within premium radio sporting environments to achieve mass reach with highly engaged audiences. Sporting calls often attract incredible talent. A sponsorship or live reads in such sporting events adds trustworthiness and drives a strong call to action.
10. Sponsorship and Integration
Align your brand with specific and relevant radio sponsorships or podcasts to help give your brand ownership of environmentally relevant segments. Sponsorships are a great way to drive frequency and to complement existing commercial activity. Podcast sponsorships often attract talent reads and talent endorsements, which add an additional layer of trustworthiness and engagement that cannot be replicated in other environments.
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