“I’m all for proper research > strategy> objectives > positioning > campaign idea > tailored executions per platform. Until it comes to audio advertising…
I’ve been lucky enough to research global audio and radio ad effectiveness, and I’ve become convinced that it’s such a damn powerful channel and so under-appreciated (globally) that a marketer could make their life easy for a couple of years and just go hard on radio.
In any market as well but especially the US, where brands are entirely missing out where national radio campaigns pretty much don’t exist, but also in Ireland, where radio is so loved I’m convinced Irish families must sit around a radio at night instead of the TV (quite a nice image, maybe they all have a Guinness and have to keep turning it up because the laughter keeps getting louder).
Radio is so damn affordable. So high reach, with early signs of brilliant targeting performance. Can clearly do the long and the short. It has brilliant signaling power. And the ROIs are always impressive.
But this all relies on a good bit of audio creative, which are becoming more and more rare.”
