Should radio be part of your business’s advertising strategy? What’s the right mix of media for your marketing plan? Today, there are more media options to choose from than ever before and getting a strong return on your marketing investment often depends on getting the media mix right. If you’re not sure how to determine what the right mix is, here are some factors that will help you decide where radio advertising and other marketing mediums best fit into your plan.
1. Radio Offers Mass Reach to Build Awareness
For years, research by The Nielsen Company has shown that radio is the number one reach medium in the country. The 2018 report is no different. Every week, more than 93% of Americans tune into AM/FM radio. That’s more than watch television, use smartphones, tablets or computers. And that’s just over-the-air listening, streaming of radio stations continues to grow online, on mobile apps and over home audio devices, such as Amazon’s Echo and Google Home.
Contrary to some perceptions, radio has been extremely resilient in the digital era. Even with the rise of digital platforms, radio has maintained a strong reach. TV, on the other hand, is eroding in the face of ‘cord-cutting’ among cable customers and increased use of on-demand streaming services such as Netflix and Amazon Prime.
So, if your business depends on reaching a large percentage of potential customers in your market area to build awareness, radio makes sense. And you’ll find that on a cost-per-reach basis, radio is among the most economical advertising platforms you can choose from.
In another Nielsen study, radio advertising resulted in a 64% increase in new customers for an auto aftermarket retailer. Why? Radio advertising won new customers for this retailer because it reached a large percentage of potential customers in the market and it delivered the advertiser’s message with high frequency. This resulted in increased brand awareness and an increased likelihood to buy—just the formula for winning new customers.
3. Radio Delivers a Strong Return on Investment (ROI)
Recently the Westwood One network had independent research conducted to analyze the return on investment of radio schedules in the consumer packaged goods category. In partnership with Nielsen Catalina Solutions, they connected radio ads exposure to purchase data from over 90 million households and found that the brand experienced an 8% sales lift and nearly a $12 return on every ad dollar spent. Again, this speaks to the effectiveness of radio advertising in reaching a wide swath of current and potential customers.
4. Combine Radio With Digital Marketing
Have you considered pairing your radio advertising with targeted digital advertising? Studies prove that radio advertising can increase website traffic as potential customers learn about the brand and want more information. And targeted digital ads can build on this momentum resulting in even better marketing results. Successful campaigns can include targeted digital display ads, Facebook ads and even paid search advertising. When the reach and frequency of a radio campaign is matched with the targeting power of digital, strong results have often followed.
Need Some Help?
DBC radio stations cover all of Delaware, much of Southeastern Pennsylvania, South Jersey and Eastern Maryland, reaching more than a half million listeners each week. Our formats are designed to reach various age ranges, allowing you to target your prime prospects by both geography and demographics. As a local advertiser, you can take advantage of the strong reach and effective delivery that DBC radio stations can bring to your marketing message. Contact us at the form below to learn more about DBC Media radio stations and reaching our passionate listeners.
Snapchat has been a rising star in the social space since its launch in 2011 but it has come a long way from its original form. When Snapchat first launched, it was adored for its ability to allow users to share temporary pictures via private messages or “snaps” that could only be viewed by the recipient for a pre-established amount of time, before becoming lost forever.
Now just 5 years later, Snapchat has grown in to a versatile multimedia social messaging platform, which consists of a photo or a short video that can be edited with text, filters, stickers or geography based overlays known as GeoTags. Snaps can then either be shared as a semi-public “story”, which is compiled and automatically shared with the user’s contact list for 24 hours, or sent privately to recipients of their choice.
With the increase in usability and creative content development opportunities SnapChat has increased its user base to over 150 million daily active users, which as of June 2016 has official surpassed Twitter!
More than half of Snapchats users are over Age 25 which is a huge opportunity for marketers to reach these younger demographics, but they are going to have to be a little more creative in this space. So, If you’re a business looking to delve into the Snapchat space you have two main options much like other social platforms, organic and paid, but you must be prepared to really put time, resources and creativity into this space
In terms of “paid” advertising on Snapchat businesses have 5 main options, although the majority are not going to be attainable for most SMBs (Small & Medium Size Businesses)….
The Discover section of Snapchat is only open to a select few publishers and media brands that create regular editorial content for users to explore. Brands can purchase ad space in this section for a hefty price of $50K-$100K a day.
Live stories are user-generated content from events and locations around the world which gives viewers a unique in the moment perspective. This section sees high levels of engagement with 10M-20M Snapchatter views every day. In turn, it comes with a large prices tag of about $100K-$500K per campaign.
These are skippable 10-second video ads that appear between some Snapchat Stories. Brands can create expandable Snap Ads as well by asking viewer to swipe up to view longer videos, install an app, or direct to their website.
This is one of the most popular features within the app that allows users to utilize filters to alter the user’s face or image within their snaps. Brand sponsored lenses are a great way to engage millions of snapchat users daily but one lens could run between $450K – $750K per day.
Geographically-determined text and/or graphics displayed over a Snapchat video or photo which offers users a way of enhancing their content and increase engagement. This is the one ad space that Snapchat will allow brands to design and purchase their own custom On-Demand Geofilters to help promote events or other promotions. Prices for this space is much for affordable and is based on the square footage and time frame you would like for your filter.
Have more questions about Snapchat or how you can use it to promote your own local event? Contact DBC Interactive today and we will walk you through all the steps you need to know to create a Successful Snapchat Campaign, even if you are a Small or Medium size business!
PANDORA AND TRADITIONAL RADIO REVISITED
It seems like the more someone uses the top audio streaming service Pandora, the less they are satisfied with it. That’s the conclusion of a new study of more than 4,000 Pandora users by Bridge Ratings.
Over time, Pandora user satisfaction deteriorates. As you might guess, new users of the service have a high degree of satisfaction, mainly coming from song selection, artist and title discovery, the reduced number of commercials and customizing music genres to their own taste.
However, as users work with the service, satisfaction begins to waver. Both time spent listening and the number of streaming sessions per day begin to dip until long term users (more than two years) reduce their daily sessions to less than 20% of their initial use and spend 2/3 less time listening during those sessions.
Listeners give a variety of reasons for this reduction in satisfaction, including increased commercial interruption for free-version users, disintegrating ability to select songs, and song repetition. Apparently, heavy usage exposes negatives which result in shorter time spent with the service and fewer daily sessions.
Additionally, data from the study suggests that over time Pandora users have a reduced awareness of the advertising presented to them. And while a paid subscription model eliminating commercials is an option for Pandora users, less than 20% of the total user base chooses this option.
Conversely, awareness of advertising and brands on broadcast radio is high and remains high over time. It’s likely that user expectations play a part in these results. Users of broadcast radio have always been exposed to advertising, so retention of advertising messages and brands in this type of environment is aided by the expectation.
Fatigue by long-term consumption is a well-known challenge for numerous consumer-based marketers. Many products and services suffer from over exposure and Pandora is experiencing this as well.
TERRESTRIAL RADIO – OLD SCHOOL RISING
While perhaps not a ‘rebirth’ – good ol’-fashioned radio is undergoing something of a resurgence as advertisers large and small and ad agencies and marketers are again seeing the branding ability and consumer connection that can be built with the largest reach medium in the country.
According to a recent Nielsen report, 93 percent of U.S. adults listen to AM/FM radio weekly compared to 87 percent who watch television and the 70 percent who use smartphones in a given week. One reason radio remains more popular than streaming is our local personalities. Delmarva Broadcasting radio station talk show hosts and deejays have built authentic local followings. Their playlists and conversation give you context, information and a connection to your community. With streaming, an algorithm, yes a sophisticated one, decides what plays next. As one DBCer put it so well, “Pandora can be personalized, but it’s not personal.”
Need more proof? Horizon Media, one of the largest advertising agencies in the country, is launching an in-house unit to create campaigns exclusively for audio advertising. Companies like Horizon don’t do such things on a whim, they understand the power of radio and its ability to move the needle for their clients.
Want to learn more? You can check out a previous article about Pandora here. And then contact us to discuss your marketing goals and how we can help you achieve them.
Benefits of Display Advertising
Display advertising is a powerful piece to any marketing plan. Most of us have experienced display advertising in some capacity while we work and shop online. Unless you’ve been living under a rock, and in that instance how did you come across this blog? Display ads are often referred to as banner ads, but they don’t always come in banner form. In fact, they can appear in various sizes depending on the layout of the website or app, and the device it is viewed from. Meaning you may find ads for that certain pair of shoes you’ve seeking on your phone, your tablet or desktop. Here are a few benefits of display advertising for any business:
Display Ads Go Hand in Hand with Brand Awareness
The visual component of display ads also benefits your business by facilitating brand awareness. Typically you create a visually enticing offer that stands out yet also coincides with your overall company branding. Even if a user doesn’t click, they still gather information on your brand simply by seeing your display ad.
Effectively Target with Display Ads
Finding the right target audience and communicating the right message are crucial for the success of any display campaign, both for clicks and branding. The trick is to zero in on your ideal audience. Thanks to the powerful value in ‘cyber stalking’ you have the ability to hone in on prospects based on search behaviors, interests and demographic data.
Display Ads Provide Data
Display allows you to not only place your ad in front of the right audience, but also to track your return. Data can be gathered on the delivery and engagement of your ads. You can use this to see if you’re reaching the right audience or if your message is strong enough to entice a reaction. Data is also captured on your website as new visitors are lead there by ads. The deeper you dive, you’d be amazed to learn more about your audience and what they really want.
In addition to standard targeting capabilities, display advertising also allows for retargeting. This takes us back to the term ‘cyber stalking’, being able to follow your audience once they’ve been to your website is a powerful approach to keep top of mind awareness and solicit sales or other actions a potential client left in progress or uncompleted. Have you ever spent time looking for a particular item or service online? Suddenly you find ads for that product everywhere you go? This is retargeting, and a very effective approach to help bring you back to that website for more information, or perhaps a purchase.
Display is a fit for any type of business if you have the right message and target the right audience. Working with marketing professionals who can guide you through this process can be extremely helpful and fiscally beneficial. If you’d like to learn more about the benefits of targeted display advertising, let DBCi help!