It turns out that perhaps the famous prediction that video would kill the radio star might not be quite accurate.
According to RadioInk, more than half of people ages 13-34 tune into the radio daily, with the young demographics demonstrating a “surprising loyalty to traditional radio.” Other data cited in RadioInk found a weekly reach of 81 percent in the 18-49 age group, significantly outperforming TV, which has had declines in viewership among 18-49-year-olds.
For advertisers looking to connect with consumers of all ages, audio can drive brand metrics and should be a key part of the media mix.
eMarketer writes, ‘Audio could be an underappreciated ad medium. Although consumers will spend 21.4 percent of their total media time listening to audio this year, it will only claim 4.5 percent of total advertising spend in the US.”
With reports predicting the global radio advertising market is expected to reach $33.09 billion by 2033, now is the time to make sure you are reaching consumers with audio via streaming, podcasts or broadcast radio.
Here are just some of the ways that Mediaspace can help:
- Audience Analysis and Targeting:: Mediaspace’s team is skilled in analyzing target demographics to match ad placements with specific listener profiles across radio, podcasts and streaming audio. Audio is as targetable as the rest of digital media, and through Basis, Mediaspace’s in-house DSP, advertisers can leverage third-party data to activate and scale across audio platforms.
- Station and Format Selection and Pricing Negotiation: Mediaspace brings expertise in choosing the right stations or podcasts and formats to align with campaign goals and enhance relevance to listeners. In addition to placing ads, Mediaspace has the capabilities to identify, plan and place custom podcasts with client interviews. Plus, marketers benefit from the team’s experience in negotiating with stations, streaming outlets and podcasts for optimal pricing.
- Scheduling, Tracking and Optimization: Mediaspace supports selecting time slots that boost effectiveness, based on listener behavior and desired campaign outcomes. The team also monitors performance, optimizing to maximize ROI and refine future campaign strategies.
Reach out to Mediaspace to find out more about leveraging audio in your next campaign.
