Making (On-Air) Waves: The benefits of Radio Advertising
Here at Witch® brand consultancy we work alongside highly experienced industry professionals. We are proud to have a Coven of creative media experts sharing their experience and wisdom on the Witch Creative blog.As Programme Manager, Head of Music, Programme Director and Presenter, Glen has worked for leading radio brands including Kiss, Choice FM, Capital, Galaxy, the BBC and Anglian Radio.
As a master of his craft Glen currently enjoys his role as Media Lecturer and Course Leader at Suffolk New College, where he inspires the next generation of creative media professionals. In addition, Glen is the East Anglia Regional Chairperson for Radio Academy, a registered charity dedicated to the recognition, encouragement and promotion of excellence in UK radio broadcasting and audio production.
Beyond the statistics, radio is the most personal of media. We share our daily lives with a radio station with the listener-broadcaster relationship becoming stronger than ever. Following the iTunes revolution and our changing habits of consuming music, radio has focused on it’s presenter personalities, who we subconsciously befriend and develop connections with over time.Though simpler than other platforms such as Youtube and television, radio’s limitations are also it’s liberations.
Being a purely audio medium means a better opportunity for creative interpretation: those BBC Radio 4 plays come to life in your ‘theatre of the mind’, those sports commentaries and background cheers on Five Live emotionally pull you into the game, that prank call or competition that keeps you glued in your parked car and might even make you a little late for work (but you will all be talking about it around the water cooler!).
In all respects, we as a people, love radio. According to the Radio Advertising Bureau (RAB), radio uplifts our mood more than television and online. It is a warm and inviting medium that brings light to our day, whether it’s traffic information to keep us safe on the road or our favourite song to raise our spirits, it essentially plays an integral role in our local communities and our national culture. Radio inevitably makes very personal and long lasting connections.So what does this mean to an advertiser?
Radio is an ‘emotional multiplier’. It can reinforce advertisements seen on other platforms, but being an audio-only medium, it stimulates the brain differently and tends to leave impacting and long-lasting receptions on the listener. According to further research by RAB, radio has always been a strong ‘call-to-action’ medium, which has become more notable in an age where many consume their favourite brands via the internet.
The Emotional Multliplier Study has found that radio can push brand browsing (via a website reference or a Google search) up by 52 percent. Radio ads also have the benefit of regular exposure to their audience. The ads are on frequently, and listeners tend to spend a lot of time listening to the radio (on average 13 hours per week). As a medium, radio is almost ubiquitous and regular exposure for ads creates a large ‘share of mind’, in other terms it forms a strong brand point of reference from memory of association. Radio airs as a first-person communicator.
Regardless of the number of people in a room, the radio always talks directly to the listener. As a medium, it is very personal. The benefit this has for advertisers is that it is direct, ‘speaking’ to the listener with one ad and one song at a time. Mediums such as print (newspaper, magazines etc) are effective, but they have to visually compete with other ads at any one given time. Digital shares the same obstacle when it is situated near other ads and content, it is competing for your attention. Radio adverts are always one-to-one. Television advertisements can be a useful tool for brand awareness, but they are far more expensive than radio campaigns, and are easier for the viewer to avoid. Cinema adverts share the benefit of radio being direct and personal, although their prices can push the limits of some company budgets.
Radio is now available anywhere at anytime. The FM method still plays a part in 2015, but nowadays many favour DAB, the internet or mobile. Where it was a medium that was listened at intervals, it is now available on repeat or download all day every day, making it more accessible than ever. Overall, radio is an excellent platform that even through it’s technological evolution, will continue to share a meaningful relationship with their communities. Considering it’s reach and long-lasting impact on the listener, radio is an affordable choice for businesses of all sizes. Reaching an audience with full attention to the ad in a state of positivity is perfect for any brand, and these reasons make radio an ideal choice for advertisers.
We are a coven of pioneers based in Ipswich, Suffolk for forward thinking brands and organisations. We will work alongside our radio station associates to ensure you get the best and most relevant exposure. Email us: firstname.lastname@example.org