Prick up your ears and listen
It’s a medium which has been around for nearly 100 years (the first radio ads were aired back in 1922) but audio advertising is experiencing something of a resurgence and is earning its place within the marketing strategies of many a wise and agile brand.
So what is behind the increase in popularity of this form of advertising which did seem to be shunned in favour of TV and then Digital? The answer lies partly with technology and partly with familiarity.
There’s no doubt that advanced audio tech will be on everyone’s Christmas list this year – Beats, AirPods, Voice devices… by whatever means, it appears that we are becoming increasingly wired for sound.
It’s perhaps hardly surprising then that advertisers are picking up on the growing opportunity to have their brands float effortlessly into the minds of the growing audience out there, an audience who may just be taking a break from the constant stream of digital information with which they are bombarded on a daily basis.
There’s also an emotional connection with radio which other media don’t seem to share. Choice of radio station is a very personal thing and there is a degree of loyalty which has a high value for advertisers. Even commercial radio stations seem to be attracting high spending advertisers. The move of Chris Evans from the BBC back to Virgin Radio no doubt helped with this, especially his rejection of traditional ads and replacement with regular brand content instead – another new opportunity for those with slightly deeper pockets. Partnered with the trust factor (radio has not suffered from suspicions of fake news in the way that some of the major platforms have) it’s easy to see why many are re-evaluating the ‘bang’ that businesses can get for their buck across the airwaves.
Streaming and podcasts offer even more opportunities for reach. With recent Acast surveys showing that nearly a quarter of the UK population has listened to a podcast in the last month alone and, more interestingly, with 76% of those listeners saying that they have followed up on an ad or a sponsored message they heard during the show, the potential for engagement is undeniable. This is a medium with a valuable, known demographic (young, well-educated high earners) who are tuning in, isolated from other distractions and already emotionally invested.
Spotify, for example, is just one of a number of streaming companies but it boasts over 200 million listeners per month. Whilst half of these are paying a premium to receive ad-free content that still leaves an audience of 100 million who can be reached by advertisers. What’s more the collection of user data allows marketers to choose the groups they want to target by categories such as gender, age, listening preferences etcetera. Add to this the likelihood to be accessed by mobile devices, then location becomes another valuable piece of the target market jigsaw.
At RDZ we believe in considering the whole spectrum of options when it comes to marketing strategies, ensuring that our clients can engage with their audience in as many ways as possible. Traditionally, audio advertising was rejected by those who preferred the real time measurability of the digital options, but with new technology and the addition of the podcasts, streaming, voice control etcetera there are so many more metrics available than ever before.
If you would like to revisit audio advertising as part of your wider PR plan, then get in touch with Rach via firstname.lastname@example.org and let us get your message to an eager audience, regardless of how they choose to tune in.
No risk with a FREE initial 45 minute consultation
To find out exactly how we can help you achieve your ambitious goals get in touch with us today. Our initial meeting is completely FREE and we promise you’ll leave with three brand new ideas that you can take away and implement immediately.
For your FREE consultation simply pick up the phone and call us today on:
What Our Clients Say...
I went on one of Rachel’s introduction to PR workshops and it was fantastic. She covered absolutely everything, explained it all in an understandable way and didn’t try to sell anything. She gave as much information as possible, answered all questions and she was just lovely. I would highly recommend Rachel for anything to do with PR and won’t hesitate to use her services in the future.
I was introduced to Rachel by an executive coach. My requirements were to provide quality, simple to understand content to engage with my target market and generate new customer enquiries in health and wellbeing. From my first discussion with Rachel, it was clear that she had the skills and empathy to provide a service to support the growth of my business. Rachel’s content writing and editing is very effective and her diligence ensures the right message is articulated. It is no surprise to me she has a strong track record of helping entrepreneurs and businesses of all sizes support their growth. Aside from her professional competencies, Rachel genuinely cares about people and working with her allows you to focus on your core business. For those who are new to building their own business or employed by a large corporate, you will get value and authenticity from Rachel’s content and PR services.
I met with Rachel and was instantly impressed with her warmth, enthusiasm and ability to understand the key issues being faced. She took time to clarity objectives and the key tasks required. A quick study she was able to pinpoint the brand tone of voice accurately. Rachel’s’ copy writing skills have been excellent. She has written for my business website, advertorial pages in lifestyle magazine and has also written first class responses to awards entries which are curtailed in length. Rachel is just really, really good!
Rachel came to provide our company with an appraisal for the company PR, and we learnt an awful lot! Rachel taught us how to make the most of our marketing and advertising and how to make it work for us, to get the client’s we really want. Rachel has provided our company with a plan to follow, and we are gradually implementing these procedures, and we know that in doing so, it will really raise the profile of our company and get us the work we want. I would definitely recommend Rachel to manage your company’s PR.
Rachel Hargrave is one of the best PR experts that I have met. She not only understands the best awards for her clients but also how to make the most of the opportunity for the client’s personality. Put simply Rachel gets people. She understands her clients and their goals and is with you all the way. I highly recommend Rachel Hargrave and The Awards people and RDZ PR.
Rachel and I met yesterday to discuss my existing marketing and options for how we can improve and develop the strategy for my business. It’s very clear that Rachel has vast amounts of experience, knowledge, ability and some great contacts to achieve some amazing results. If you need some professional guidance with PR/awards/marketing then I’d highly recommend you get in touch with Rachel and see how she can help you out.
I’ve worked with Rachel for the past ten years on a variety of client projects and for my business also and the service we have received has been second to none, consistent and most importantly delivers RESULTS. I would have no hesitation recommending RDZ PR to my customers and Business Live Network. Thanks Rach! Here’s to another ten years and more!
Thanks for all the hard work you put into the PR work for our companies and subsequently the business award submissions. You made the whole process stress-free, and the quality of the submissions have resulted in the receipt of multiple business awards. Great work, Rachel.