When building marketing campaigns for your business, utilizing multiple channels can yield the best results. While many businesses opt for either radio or television advertising (in addition to digital marketing), using both radio and TV advertising together can create the most powerful campaigns. In fact, the two complement each other.
Radio is an audio medium, with many potential customers listening to it while commuting to work in the morning or while running errands during the day. TV is a more social activity, with people catching up on their favorite shows while unwinding in the evening. There are multiple options for TV advertising, including running ads on connected TV (CTV), a device that supports video content streaming, or on over-the-top (OTT) definition, TV/video content directly from the internet. When your brand harnesses the power of both radio and TV, it is reaching people of all lifestyles and interests at different points in their day.
Here are a few reasons why radio and TV advertising can be better for your brand:
Increased Reach
These days, more people than ever are using the Internet for daily activities like shopping, paying bills, and booking essential services.
However, according to data from the Robert H. Smith School of Business, adults spend 13 times as many minutes watching video on television than through the internet, and 23 times as much as on their mobile devices, while radio offers marketers several unique advantages over other advertising channels including accessibility during travel and time and cost-effectiveness. Ultimately, using both radio and TV advertising allows marketers to reach a broader audience.
Better Targeting
Using radio and TV advertising simultaneously allows for better targeting. Marketers can select specific channels that reach the demographic that they are most interested in speaking to. With TV, you can select ads to display based on the specific show that viewers are watching, while radio ads can target listeners by specific location, including the country or city that they are based in.
Local radio offers businesses a chance to get in touch with consumers on a hyper-specific level. Many radio stations are household names, earning strong listener loyalty, and when your ad runs on these stations, you are getting an automatic "in" with consumers who trust what the station promotes.
Improved Brand Recognition
Both radio and television have been a part of the pop culture landscape for decades. Radio relies on auditory cues to make an impression.
Echoic memory is the type of memory that stores audio information, while most consumers can recall specific TV commercials from their childhoods through iconic memories that handle visual information. Consistent brand imaging across radio and TV can help boost brand recognition and help you create a cohesive, memorable brand image.
A Millward Brown Radio Multiplier Study noted that adding radio to TV advertising had a 15% multiplier effect. If just 10% of a given TV budget is given to radio, the efficiency of the campaign in building awareness increases by an average of 15%.
Another thing to consider is that video fragmentation of audiences is much higher than that of radio, with media consumers branching out to enjoy many separate offerings across channels, platforms, and streaming services. Radio tends to be slightly less fragmented, making it a highly effective way to reach broad segments of the population that you want to target.
Increased Frequency
Individual marketing channels allow businesses to reach their goals but bringing them together can help grow your business even faster and boost market share to new heights. When you combine radio and TV advertising, you will be increasing the frequency of your ad campaign, which will increase the number of times that potential customers will see and hear your messaging. While experts disagree on the number of times that people need to encounter an ad in order to remember it, in essence, the more often potential customers see or hear your message, the more likely they are to remember it. Whether a listener hears your ad a handful of times or more than a dozen, the effects could be the same, and just as powerful.
Build your targeted marketing strategy today
In a digital age, it is more important than ever to explore multiple ways to market your products and services. By combining the power of radio and TV advertising, you'll be creating a tool to promote your brand and increase reach and effectiveness. All of this can serve to increase market share and grow ROI, all while enjoying the benefits of greater brand awareness.
If you are ready to activate your ideal audience, reach out to Mid-West Family South Bend. Our team of marketing experts can help you develop your brand by identifying your target audience, driving local consumers, and achieving measurable results. Contact us today to learn more!
