Is radio important for your media placement strategy?

In 2013, the Radio Advertising Bureau (RAB) reported that on-air radio advertising revenue topped $15.8B*, and is growing at a steady rate each year, with $16.1B expected by 2015**. Several top brands account for a significant chunk of this spend, making radio an important piece of their media strategy. Why do so many big brands look to radio as a channel for their ad spend?

Radio still has a robust audience, second only to traditional television. Yes, there are satellite services and internet radio to steal listeners – and advertising dollars - but these services haven’t eroded the allure of radio the same way streaming video threatens to fragment the video ecosystem. Radio reaches approximately 59% of the country’s population each day, with 45% reporting trust in this type of advertising according to Neilsen**. The reasons for this are somewhat obvious. Radio listeners are a captive audience, tethered to their radio for entertainment and news for several hours a day as Americans commute to work, drive kids to school and haul families to activities. And, they are less likely (hopefully) to be distracted by other activities. Unlike TV, they shouldn’t be searching phones or using laptops while listening. This is good news for both local and national advertisers. It means that radio listeners are more likely to be engaged with the ad spot and that radio is still an effective and affordable method for reaching their target audience.

Like television, advertisers need an effective method for getting their ads to broadcast radio locations. Currently, spots are sent via traditional methods such as tape, FTP or file delivery services, but they are often treated separately from television campaign distribution, resulting in two different workflows for a single brand or campaign. Given the complexity of file delivery in today’s media environment, this can add to labor and distribution costs. A more effective approach involves a single point of distribution for all assets in a brand’s campaign including television, radio and digital. Using this approach, an agency or advertiser can track the delivery of the entire campaign and ensure a consistent quality of delivery across all assets.

Given the continued significance of radio to an advertiser’s marketing mix, the importance of an ad distribution strategy for radio cannot be overlooked. So, next time you launch a campaign, consider radio as part of your marketing plan and distribution to radio sites a potential area to streamline your workflow.