Digital Media - Radio Friend or Foe?
A recent study from eMarketer continues to paint a rosy picture for mobile advertising. Interestingly, the biggest shift of ad dollars towards digital media is coming from print and television, not radio. A quick look at the latest Nielsen audio ratings also shows that listenership to radio is as strong as ever. While digital media is the latest new kid on the block prompting industry detractors to claim “radio is dead”, we believe the medium is much more of a friend than foe. In fact, radio has a better opportunity than most to develop a synergistic relationship with digital media.
Let’s take a look at the potential flow of activities a typical individual might undertake throughout the day and see how cross media promotion could motivate an audience to stay with a particular media brand weaving between traditional broadcast and digital media.
Radio is the only media brand with the technical capability to physically connect the dots between each of these daily activities. Audio travels with your audience and can easily be accessed via traditional radio, smart devices, and personal computers. Within that space there is also the opportunity to promote and enhance audience interaction through on-air promotion, digital messaging, and web page interaction. Find a way to move your audience through each of these cycles while actively engaging them along the way and you will increase the value of your media brand. Innovatively incorporate sponsor messages and you will improve advertiser revenues as well.
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