Internet did not kill the radio star
Posted by Admin @ September 5th, 2007 in Other Marketing
It does not look like radio listeners will massively switch to online media soon. This can be concluded from a recent
eMarketer report. And since advertising on traditional radio is very effective – when combined with online radio – we at 77 still see a prosperous future for the medium.
Especially baby boomers are radio enthusiasts in the US, with more people willing to listen to the radio more often, than people expecting to cut down on their radio time:
As we reported before,
radio advertising effectiveness grows when the ads are spread over both online and offline radio channels. So radio advertising is by no means a doomed marketing channel. In fact, we see great opportunities for the medium as we expect people to use online radio shows more often while working and as podcasts on the road.
Online radio also gives greater opportunities to marketers as the medium could become much more interactive. Online channels could be enhanced with, for example, a link button to give the listener the ability to go directly to the radio advertisers’ websites.
This would be a considerable shortcut from the usual search process where a customer hears something on the radio, and then uses a search engine to find the product.
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Hi Peter, thanks for your comment. It’s quite useful for those who are always on...