• The Resilience of Radio:
Radio has been a staple in the world of advertising for nearly a century. It has weathered the storms of technological advancements and emerged stronger. Despite the proliferation of digital channels, radio remains a robust and cost-effective option for advertisers.
• Wide-reaching Audience:
One of the key strengths of radio is its ability to reach a broad and diverse audience. Radio stations cater to various demographics and niches, allowing advertisers to target specific markets effectively. Whether it’s talk radio, music stations, or podcasts, there’s a radio format for every audience.
• Local and Hyperlocal Targeting:
Radio is an ideal platform for local businesses looking to connect with their community. Stations often have a loyal local following, making it an excellent choice for hyperlocal advertising campaigns. This level of regional targeting is challenging to replicate through digital channels.
• Engaging Content:
Unlike some digital advertising formats that interrupt the user experience, radio advertisements blend seamlessly with the content. Well-crafted radio ads become a part of the listener’s experience, making them more engaging and memorable.
• Cost Efficiency:
Radio advertising offers a cost-effective alternative to some of the pricier digital advertising options. Marketers can reach a significant number of listeners without breaking the bank, making it an attractive choice for businesses with budget constraints.
• Complementing Digital Campaigns:
Rather than competing with digital advertising, radio can complement online efforts. Integrated campaigns that include radio ads can reinforce brand messaging and enhance overall reach. It’s about finding the right mix for your target audience.
• Measuring ROI:
Just like digital advertising, radio advertising can be measured for its return on investment (ROI). With the help of tracking tools and call-to-action elements in ads, you can gauge the effectiveness of your radio campaigns and adjust strategies accordingly.
• Digital Integration:
Radio has embraced digital technologies. Many stations now offer online streaming, podcasts, and interactive content. This integration allows advertisers to leverage both traditional radio and digital platforms for comprehensive campaigns.
• Staying Relevant in a Mobile World:
With the rise of mobile devices, radio has adapted. People can now listen to their favorite stations on the go through apps and websites, ensuring that radio remains a part of consumers’ daily lives.

In the ever-evolving landscape of advertising, radio has proven its resilience. It’s not a question of radio versus digital but rather how these mediums can work together to achieve marketing goals. Radio advertising, with its enduring appeal and adaptability, remains an evergreen medium in the digital era, offering marketers a unique and effective way to connect with their audiences. Whether you’re a local business or a global brand, radio can be a valuable addition to your advertising strategy. If you’re looking to explore the timeless power of radio advertising and how it can enhance your marketing strategy, contact us today to get started and discover the possibilities of radio advertising in the digital era. Your audience is waiting to tune in.

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The Resilience of Radio

Despite the proliferation of new media platforms, radio continues to thrive, proving its resilience in the face of evolving consumer habits. Here are a few compelling reasons why radio advertising remains relevant:

1. Wide Reach: Radio is a universal medium that transcends demographic boundaries. It reaches millions of listeners daily, making it a formidable channel for brand exposure.

2. Engaged Audiences: Unlike passive mediums, radio engages listeners actively. They participate by tuning in, and the absence of a visual element means they rely heavily on their imagination, resulting in a deep and intimate connection with the content.

3. Localized Impact: Radio stations often cater to specific geographic regions, allowing advertisers to target local audiences effectively. This localized approach is ideal for businesses aiming to establish a strong local presence.

4. Cost-Effective: Radio advertising can be remarkably cost-effective compared to television or digital advertising. Smaller businesses with limited budgets can benefit from its affordability.

Key Strategies for Radio Advertising Success

Now that we’ve established radio’s enduring appeal, let’s explore some strategies to make the most of your radio advertising campaigns:

1. Define Clear Objectives: Start by outlining your advertising goals. Are you looking to boost brand awareness, drive website traffic, or increase sales? Having clear objectives will guide your campaign.

2. Know Your Audience: Understanding your target demographic is paramount. Research the radio stations and programs that align with your audience’s preferences and interests.

3. Craft Compelling Messages: In radio, words are your visual medium. Craft a concise and memorable message that resonates with your audience. Keep it simple, and ensure it communicates your unique selling proposition.

4. Frequency Matters: Repetition is key to successful radio advertising. Listeners need to hear your message multiple times for it to register. Plan for consistent ad placements to maximize impact.

5. Harness the Power of Sound: Sound effects, jingles, and music can enhance your radio ads. A catchy tune or a memorable sound can make your message more memorable.

6. Get it at the right price: When you work with MPW, we are able to secure a large amount of radio media for 30 to 70 percent less than usual rates thru other agencies are going direct. Paying substantially less, obviously improves your Return on Investment. 

7. Call to Action: Encourage listeners to take action by incorporating a clear and compelling call to action (CTA) in your ads. Whether it’s visiting a website, calling a phone number, or visiting a store, make it easy for them to respond.

Measuring Success in Radio Advertising

As with any advertising endeavor, measuring the success of your radio campaign is crucial for optimizing future efforts. Here are some metrics to track:

1. Reach and Frequency: Measure the number of listeners reached and the frequency of your ad placements.

2. Website Traffic: Monitor website traffic during and after the campaign to see if there’s a noticeable increase.

3. Calls and Inquiries: If your CTA involves contacting your business, track the volume of calls, inquiries, or coupon redemptions directly attributed to your radio ads.

4. Sales and Revenue: Evaluate whether there’s a significant uptick in sales or revenue during the campaign period.

5. Surveys and Feedback: Conduct listener surveys or gather feedback to gauge brand awareness and message recall.

Radio advertising may have been around for generations, but its allure endures. With careful planning, creative messaging, and an understanding of your audience, radio can be a powerful tool to amplify your brand’s message. In the digital age, where competition for attention is fierce, radio offers a unique space to engage and connect with audiences in a way that transcends screens and resonates through soundwaves. So, consider tuning in to the world of radio advertising and let your brand’s message be heard. Ready to make waves with your brand through the timeless power of radio advertising? Look no further! Contact Media Partners Worldwide today at [email protected] and let’s start crafting your compelling radio campaign that will captivate audiences and drive results.

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There are a couple things to consider, however, especially when it comes to how we choose to get the message across so that it is informative, thoughtful, and encouraging rather than stifling and scary. 

BE HELPFUL

Instead of focusing on the negatives associated with dental health, try not to fear-monger and instead, position yourself as the expert. Educate potential patients about actionable processes to whiten teeth, prevent cavities, and establish healthy brush and floss routines. 

This positions you are a reputable dental practitioner and can be further used in cross-channel marketing for websites and other social media platforms.

IDENTIFY A SEASON APPROACH

No, we aren’t talking about fall, winter, or summer per se. Rather, we refer to seasons as events which affect your patients directly. Rites of passage. Milestones. 

Events such as weddings and proms are a great way to capitalize on services. Whether that means creating a specific ad that pushes a certain promotion for all 2023 brides or 25% off teeth whitening for all 2023 grads, tailoring radio ads to specific seasonal events can be a great way to attract new clientele and build on existing relationships.

ESTABLISH TRUST WITH REVIEWS

Using radio ads to instill trust with potential patients is key to sustaining a business. A well-structured radio ad utilizing a repeat or previous patient can help foster a sense of trust. Hearing a voice to the name can increase credibility for the business. In addition, partnering with a radio personality to advertise for you, can only increase customer curiosity and create a steady influx of potential clientele, as many people trust the opinions and advice of their favorite personalities who they hear from daily.

INCENTIVES FOR NEWBIES

Incentives for new and potential patients are a great way to utilize a radio spot in an efficient and satisfying way. Perhaps you can advertise a free teeth cleaning for all incoming patients thru a certain period when they mention a code given in your ad. Be sure to address any restrictions and exclusions within the ad, so people can take these into account and book appointments accordingly.

All in all, it is important to remember to be clear and patient with your radio ad strategy. Be detailed when it comes to logistics (where you are located, phone number, features) and remember that these are soundbites. Concise is key. Being patient when It comes to your advertising strategies is essential to success. Advertising takes time and effort to build, but done right, it can alter your business in the best ways.

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What lies ahead for audio advertising in a media world that is ever changing? Inside Radio spoke with two ad agency execs, from very different backgrounds, to get a sense of what’s next in the realm of audio marketing. Mood-based ad insertion, sonic branding and multichannel campaigns are among areas where these agency execs see growth ahead. Read more at the link below:

https://www.insideaudiomarketing.com/post/the-future-of-audio-advertising-from-the-agency-perspective?fbclid=IwAR3aYPgWyJ3TjHu3F31qrLxHgJFeDzvc6oxy6ghHTCwmx8nP6idlpMIT2OI

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People who walked into adulthood in the 21st century and whose ages range between 18 and 36 make up this impressive millennial group. This group identifies with the latest technology and internet trends, owning and using modern gadgets such as the PC and smartphones.

If you target this group through advertising, you need to know which media they are consuming and the channels to reach them. Here are the best advertising channels for millennials.

Social media

36% of millennials are frequently online, meaning you can reach them throughout the day. The two most popular times are late morning and evening from 8.00 pm to midnight. Most millennials run multiple social media accounts, with Facebook boasting the most significant share, followed by YouTube, Instagram, Twitter and Snapchat. If you want to push your brand to them, go for these platforms.

Television

When they are not staring at their phones, they are most likely sitting in front of a TV watching news, movies, music videos or reality shows. Although digital-only news is establishing a foothold in this age group, research by Nielsen indicates that more than half of the millennials still watch national TV news. You can target them by placing ads on national TV during news time.

Search engines

Millennials turn to search engines for almost anything – dating, research, schooling, entertainment, and just about anything else. Millennials turn to search engines for B2B research to obtain the following content:

• Product videos
• Case studies
• White papers
• Brochures
• Webinars
• Infographics

This information should help you optimize your webpages so search engines can easily haul them up whenever millennials type something into the search bar.

If you want to aim your product towards millennials, you should start working to boost your online presence. It may not work overnight, but if you can harness your energies towards social media, TV and search engines, you would be on the right track. Reach out to Media Partners Worldwide for more information on the best way to target millennials in your adverts.

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Audio Streaming at Home Increases during the Coronavirus Pandemic

Audio streaming among households in the US has been on the rise following the upsurge in coronavirus infections, and the containment measures put in place by the government to fight the pandemic. As people spend more time at home, they turn to streaming services for entertainment and information. Just like video, audio streaming has taken center stage in people’s lives as the pandemic rages.

Increased audio consumption

Research shows that people have increased their listening by 54 minutes per day during this pandemic period. This increase represents a 32% rise in streaming audio consumption compared to the same period last year. The sharp increase is good news to the brands that have increased their investment in digital audio since the pandemic struck.

The switch to more audio streaming devices

Listeners aren’t relying solely on their smartphones and computers to stream audio at home. Many of them are utilizing connected TV devices, including streaming media sticks or boxes, gaming consoles, and Smart TVs. Amazon Fire TV, for instance, accounts for over 67.7 million streaming audio hours across the US. Other Amazon products on the frontline include the Echo Smart Speakers.

Streaming services taking advantage of the spike in audio consumption

Some leading streaming services are driving the increase in home audio consumption during this pandemic. They include iHeartRadio, Pandora, and Spotify. Spotify holds the top spot in streaming hours, while iHeartRadio, which saw an 11% increase in listenership between January and May in 2020, comes second.

Media Partners Worldwide is here to help

Are you looking to promote your brand through audio streaming during this coronavirus pandemic? Listenership across the US has experienced a sharp increase, and you can take advantage of this rise to expand your market reach. Partner with us for media planning and audio streaming services to reach your clients across the country. Let’s help you to attract more customers to your brand through cost-effective audio streaming services.

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Live Reads vs. Recorded Spots

You can reach your intended audience quickly and easily through radio, whether you use live reads or recorded advertising pieces. However, live reads come with a wide variety of advantages that help them to consistently out-perform their pre-recorded contemporaries. When opting for live, marketers…

• Can tweak campaigns for every read if changes are needed
• Provide a more engaging, personal feel in every recommendation
• Will seamlessly integrate promotional content into entertaining radio shows, reducing station surfing and disconnection

Research shows that midday airing prompts the best return on investment for radio advertising campaigns, and that live reads are up to three times more effective than recorded spots at these times. It’s really no surprise – when you speak live, you foster stronger brand loyalty by creating a more personal connection between speaker and listener.

Choose Media Partners Worldwide for Your Live Read Needs

Founded in 1997, Media Partners Worldwide has since garnered over twenty years of success stories. Our decades of dedication have brought with them resources and connections, and we’d love to use these tools to take your business’s marketing to the next level. We’ll meet your radio campaign with excitement, experience, and attention to detail, guaranteeing you unmatched reach and results.

Contact us today to learn about our analytics tracking, performance campaigns, and influencer reads. The radio industry is alive and well, and it’s time for your company to be live right alongside it!

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We see that the stock market is down. This is a reflection of the significantly reduced economic activity. People are stocking up on essentials and trying to stay home as much as possible. Restaurants are offering take-out and delivery only, if not closing doors completely. Major metropolitan cities are implementing city-wide lock downs, closing bars and other places where large groups of people are gathering. Many large companies are having their employees work from home until further notice. Students are transitioning to online classes.

The question that marketers are constantly asking is, “Where is my audience?” This question is relevant now more than ever. Audiences are shifting and the way the general population is operating has changed almost overnight. So, what does an increase in remote workers mean for advertisers? It just means that our audience is in a different place!

Nielsen Scarborough USA+ reports 90% of Americans working from home listen to AM/FM radio. People are clinging to any sense of normalcy they can find nowadays. Listening to radio can provide this sense of comfort, that things aren’t completely upside down.

“AM/FM radio is the soundtrack of the American worker regardless of where they sit,” Chief Insights Officer at Cumulus Media & Westwood One, Pierre Bouvard, states. Share of listening studies see at work listening at 68%. This number jumps up to 75% at home. This study was conducted on people 18 and up in age during 2019.

An interesting insight seen in this table is the drop in engagement on other platforms at home. This can be attributed to people having other services on in the background.

A recent MARU/Matchbox report shows “…only half of at-home Pandora and Spotify listeners can actually hear the ads.” On the other hand, AM/FM radio ads are heard 83% of the time from at home listeners.

Data from smart speakers shows the prominence of radio listening. AM/FM radio is the number one activity in terms of share of time spent, holding 24% of the share. This is 60% larger than Amazon Music’s 15% share.

NuVoodoo came out with a very recent study showing the consumption trend for radio as Americans tune in for more updates on the pandemic. The study shows 27% of those surveyed claim they are listening to radio more during the pandemic and 37% say they are using it for local market updates.

So, what’s the take away? The take away is that your audience is still there! Engaged now more than ever!

Communicate how your product/services will be augmented in accordance with the pandemic where your audience is actually listening. The key here will be to frame how your brand can help. 

Call us for great deals on remnant so we can help you realign your brand get back in touch with the world during these turbulent times. 562-439-3900

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The results highlight the effects of “tech-fatigue”. This refers to consumers scaling back phone usage. This means less opportunities to reach your audience.

1. Digital Detox 

The digital detox trend, coupled with data privacy and malware fears has made the mobile advertiser’s life difficult. 64% of participants in the study reduced their daily phone usage from 5 hours to 4 hours in the span of 14 months. That is a 20% drop in phone usage.

2. Broadcast Radio is Unaffected by Digital Detox 

The listening rates for AM/FM radio have remained constant over the past 5 years. 90% of listeners have listened to the radio at the same consumption level, if not more.

3. Broadcast Radio Gets More Time Than Social Media

This one may be a bit hard to believe, but that doesn’t make it any less true. The average daily time spent per adult (18+) in the U.S. on radio is 102 minutes and 51 minutes on social media. Radio gets twice as much engagement time than social media.

The moral of the story is to prevent your campaign from being hurt by trends such as tech fatigue. Having radio in your marketing mix ensures reach, scale, and reliability.

Call us today for great deals on radio spots! 562-439-3900

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Now that advertisement length is known to not drive a significant impact on the performance of the spot, attention can be turned to finding other ways to optimize audio advertisement performance. Three best practices were identified.

1. Less messages leads to better recall!

Millward Brown, a global leader in brand strategy consulting, advertising development and optimization, media effectiveness, and brand equity research, reports that more messages in an ad leads to a lower likelihood of a single message being recalled. Powerful numbers are provided to prove this point. The first message of an ad with four total messages only has a 43% recall rate compared to an ad with a single message.

This makes sense once you think about it. Cramming a bunch of messages into an ad makes it harder to remember anything that was in the ad. A 15 second ad with one message will likely perform far better than a 30 second ad with three messages.

Instead of taking a 30 or 60 second ad as an opportunity to say everything you can about the brand, take that time to communicate one central idea in an entertaining & memorable way. Think about Snickers’ advertisements. “You’re not you when you’re hungry.” One central idea that is communicated in a consistently entertaining & attention grabbing way. Time is not wasted talking about taste, size, packaging, price, or the myriad of messages they could communicate. Instead, the message is just to eat a Snickers when you’re hungry. Now that’s memorable.

2. Prioritize brand building, not sales activation 

The Head of Effectiveness at adam&eveDDB, Les Binet, and Peter Field, a Marketing Consultant, studied the Institute of Practitioners in Advertising (IPA) database of case studies to prove this point. They explain that sales activation campaigns focus on customers who are likely to buy in the very near future which is accomplished by leveraging existing brand equity to drive sales.

They make the analogy that sales campaigns are like carbs; they produce a sugar rush-like  short term sales boost followed by a crash. Sales campaigns are easy to measure because results tend to be immediate and direct.

Similarly, branding campaigns are compared to protein; a sustainable and long lasting source of energy. Brand building is more difficult and requires greater investment, however, it is critical. This involves the process of creating mental associations and beliefs that ultimately leads to the preference of one brand compared to the next. To build a brand, mass media like television and radio are necessary. This is because the objective is to communicate to everyone in the category, not just people in the market right now.

The difference compared to sales campaigns is that brand building sales effects grow and compound, becoming a main driver of long term growth. The ideal mix of sales and branding campaigns should be 60% branding and 40% sales. This makes sense because that means more brand equity is being built than being spent on sales activation.

3. Focus Creative on Emotional Claims Instead of Rational

This may sound backwards, but let’s stop and think about it. Becoming top of mind for consumers is an issue of reach. Creating brand likability and understanding is the product of good advertising. Does this sound like a feat that is accomplished through dumping facts or telling a captivating story that touches the heart?

The Binet & Field analysis reveals that emotional branding performs more strongly across all metrics, including: awareness, commitment, trust, differentiation, fame, and image. Emotional advertising and storytelling creates bonds and associations more efficiently than throwing a bunch of facts about the brand or product at the audience. Naturally, these efficiencies translate to an increase in the bottom line. Creating emotional bonds with the target market yields higher long-term sales, share, pricing power, and loyalty.

To sum up, it’s not the spot length that matters. Focus on the number of messages, branding and sales mix, and emotional claims in your audio creative.

Give us a call 562-439-3900 so that we can create high quality audio creative for you and get you great deals on media placement!

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