News & Blog
08.27.19
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Media

How Radio Advertising Evolved to Audio Advertising

To most people, the term “radio” could be described as the apparatus used for listening to music. However, in the world of advertising, this term means so much more. Over the past century, radio has evolved in to one of the most fluid and ever changing advertising mediums available. Radio is no longer just “radio.” Rather, radio advertising is now offered in various forms and formats. We’re no longer living in the world of “radio” advertising, but rather a much broader world that can be categorized as “audio” advertising.

To ensure that audio is being utilized efficiently for our clients, it’s important for our team to be knowledgeable on all that audio has to offer – from the old, the new and the newer, still evolving platforms:

The Old – AM/FM Radio

With the increasing number of audio outlets, AM/FM radio (also known as terrestrial radio) remains the strongest tactic for reach – with it reaching 92% of all Adults 18+ on a weekly basis. This is the highest reach of any current available advertising medium. In addition to that, traditional radio is still the number one way that listeners discover new music. If you have a large brand and want to reach consumers at mass scale, radio is the way to go!

The New – Streaming Audio

While Streaming Audio is not the newest tactic available to listen to music, it is one of the fastest growing tactics within the medium. Per Nielsen, half of all adults stream audio through their smartphones on a weekly basis, up significantly in even just one year. This can partially be attributed to the growing number of options for consumers. Whether it’s Spotify, Pandora, or something else – it’s likely that every person reading this post has used some type of streaming service in the past week. Yes, you! And one great thing about streaming is the ability to target more efficiently. Since audio ads are served through a digital platform, most vendors can reach your customers more efficiently with geographic and demographic targeting capabilities. If you’d like to extend your brand’s awareness to reach more precisely targeted audiences, Streaming Audio is your best bet.

The Newer – Smart Speakers

Hey Alexa? How many U.S. households own a smart speaker? Smart speakers are on the rise – 28% of U.S. Households own a smart speaker. And according to Nielsen, 95% of smart speaker owners listen to music on their devices (up 90% from last year). The accessibility and versatility of a smart speaker provides a world of opportunity for advertisers. Not only are these consumers listening to music through their smart speaker, but they are also doing several other things, including searching for real-time information, listening to news, and even purchasing products. That said, advertisers have the unique opportunity to reach very engaged listeners through these devices in more ways than one. So, while there may be a few more kinks to work out with ads on smart speakers, be sure to keep an eye out for future out-of-the-box advertising opportunities with this platform.

Honorable Mention – Podcasts

In case you were wondering, we did not forget about Podcasts. You know it, we know it, everyone knows it – podcasts have made a HUGE splash in the audio universe. We even said as much in a previous blog. So go read about them there. And just know that Podcasts are here to stay!

*All stats are from Nielsen’s Total Audience report for Q1 2019

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