It's a digital world

Look at any advertising or media-focused trade publication; chances are the top stories are about digital so much so that they can distract from the unique and powerful attributes that a traditional media platform like radio can deliver.

It's no longer an either/or, but it is a multi-channel, multi-faceted approach that is demonstrating real power in advertising today. This week, I had the privilege of participating in the Ontario Broadcasters Association's Connection 2024 conference in Toronto. Our topic was how AI could help in each of the 7-Steps of the RAB's 7-Steps to Selling Success. As we head into this weekend, I wanted to remind myself, and potentially you, of where our legacy traditional radio fits in the new customer path to purchase:

Not so coincidentally, I found an article in Global News Canada that perfectly demonstrates the power of radio. Radio advertising offers distinct advantages in the modern digital path to purchase, especially as customers interact with multiple media platforms throughout their buying journey. Here are some key benefits:

Enhanced Reach and Frequency: Radio reaches a broad and diverse audience, which can complement digital campaigns by delivering brand messages frequently and building familiarity. This is particularly valuable during peak hours, such as commuting times when listeners are captive and attentive. As a result, radio can drive brand recall effectively, making it a strong reinforcement medium alongside digital channels. (Global News link)

Local Targeting and Personalization: Radio allows advertisers to reach local audiences with targeted messaging, especially for small- and medium-sized businesses. Advertisers can tailor their ads based on local trends, seasonal events or specific demographics, making radio a powerful tool for localized marketing. This level of personalization helps bridge the gap between online and offline advertising, creating a cohesive experience across platforms.

Boosts Digital Engagement: Studies show that radio ads can enhance digital engagement by prompting listeners to search online for products they heard about on the radio. Radio ads can also increase website traffic and social media engagement when listeners follow up on an ad they remember. This synergy between radio and digital helps drive customers further down the purchase funnel. (Global News link)

Emotional Connection and Storytelling: Radio excels at storytelling and can evoke emotions that resonate with listeners, creating a memorable connection to the brand. By combining voices, sounds, and music, radio advertising builds an emotional appeal that can increase trust and affinity for the brand. This connection can be particularly influential in purchase decisions, adding a personal and relatable touch to the brand message. (Global News link)

Support for Multi-Platform Campaigns: Radio ads can seamlessly integrate with digital campaigns, reinforcing messages across different channels and creating a unified brand presence. When customers hear consistent messaging on both digital and radio platforms, it strengthens the brand's credibility and keeps it top-of-mind as they move toward purchasing decisions.

We've been sharing this message at RAB for a while now:

Digital is no longer a competitive medium, but a complementary one for radio.

Radio advertising complements digital channels by broadening reach, driving engagement and fostering an emotional connection that can deepen brand loyalty. Together with digital touchpoints, radio helps guide consumers through a multi-channel journey that influences their path to purchase.

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@rab.com. You can all so connect with him on X and LinkedIn.