Two channels are better than one in advertising. Pairing radio advertising with digital marketing creates a powerful synergy.
AM/FM radio reaches massive, engaged audiences, while digital ads deliver precision-targeted messages to the most interested consumers. When combined, this approach amplifies impact and drives stronger results.
How much better? A recent Radio Advertising Bureau survey found that radio boosts Google search activity by an average of 29%. Radio engages listeners, motivating them to go online and seek more information, where they encounter targeted digital ads. This interaction increases the chances of action and reinforces brand recognition.
Radio also amplifies social media campaigns; a separate study revealed radio advertising produced up to a 20% increase in Facebook activity for brands that advertised on local radio.
The numbers speak for themselves. Radio is a powerful tool for local businesses to maximize their ad spend and drive online engagement. But success isn’t just about running radio ads and purchasing banner ads or digital sponsorships—it requires a well-crafted strategy to harness radio’s ability to amplify digital ad performance.
Here are some ideas to boost lift and how Federated Media can help:
Consider when you advertise: Many radio listeners are tuned in at home in the morning or evenings and during the AM and PM commutes. After that, they’re likely near a computer or their smartphone. Pick a daypart (or two) for your ads when consumers are most likely to hear them and be able to access a mobile device or computer. The day of the week matters too: Some advertisers will see higher engagement on weekdays or weekends, depending on their type of business.
Our expertise: Federated Media’s marketing specialists can dig into the data analytics to discern what day parts produced the most web traffic and identify opportunities to shift ads to other times.
Try a few versions of your spots: Rather than running one spot with the same message repeatedly, get creative. Produce several spots for your campaign and experiment with different voices, music and messaging. Listeners may respond better to a female voice or call to action and go online, where they’ll interact with your ads and business.
Our expertise: Federated Media analysts can study what creative was most effective for digital lift, offering valuable insights for future campaigns.
Target the right audiences: While radio has a massive megaphone to reach large audiences, advertisers can direct messages to consumers based on format, daypart, zip code and demographics. Use that information to help boost your digital ads, increase engagement and reduce waste online.
Our expertise: Federated Media can help local businesses identify the best radio stations for their campaigns and pair it with advanced digital targeting.
Utilize attribution tools: We know that radio drives search — listeners will go online to learn more about businesses they’re interested in after hearing radio commercials that resonate. Combined with these other tactics, attribution tools can allow you to see the impact your radio spots are having on internet activity in real time.
Our expertise: Federated Media uses an attribution tool called Rumple, which tracks website traffic for 30 minutes after each time a business’s radio commercial airs. Our monthly reporting will show you the exact impact your radio ads are having and how listeners are looking for you.
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Local advertisers need smart solutions to stretch their ad dollars and drive results. AM/FM radio advertising boosts online traffic and amplifies digital and social media marketing efforts.
At Federated Media, our marketing specialists can devise an effective ad strategy and help analyze the results in real-time during a campaign and afterwards. When you work with Federated Media and Federated Digital Solutions together, you can utilize the most effective multimedia marketing strategies to boost your ROI. Contact us today to get started.