radio

Research shows that campaigns supported by radio are more effective than those without, even if radio is not directly accountable for response.

 

Radio enables us to target different types of audiences, who listen to different stations and different programmes. This means that advertisers can talk selectively to the group(s) they are most interested in. What’s more, add into the mix radio’s regional/local structure, and you also benefit from the flexibility of focusing in key market areas and talking to specific demographics.

 

Most radio listeners are engaged in another activity whilst listening. This means that advertisers can reach listeners at key touch points, such as when they are on the school run, whilst surfing the internet or before going out on a Friday night. The creative can then be tailored accordingly.

 

Technology has steered radio only so far, despite the availability and accessibility of DAB, radio on mobile phones and on the internet. We forecast that the growth will be driven in the next two years by an exciting new development in the form of online streaming music, with vehicles such as We7 and Spotify leading the pack. Their user-friendly interface and the fact that users have full control of the music they listen to, has already seen them being taken up by several traditional radio advertisers as well as other online advertisers that may not have normally considered radio as a medium. Advertising strategies using these vehicles also have the opportunity to use an effective combination of online and audio formats to drive awareness and generate leads. The measurability of the campaigns will prove to be the most exciting part of this new format.


Each advertiser’s objectives will differ, so Orchestra takes a proactive approach to planning by considering all available advertising formats – not just high frequency spots, such as sponsorships, promotions and competitions, which are great for lead generation.