By The RadioActive Media Team
Radio campaigns have reached a new height of performance with the explosive combination of radio and SMS text messaging. We call this kind of campaign Radio Text Messaging (RTM), a new super combination showing tremendous success with some ROI’s topping 300%. (more…)
By Steve Pollak
There has been much written about digital radio from technological and political points of view. I am concerned with two groups; the listeners of radio and radio advertisers.
Digital radio is offered in four distinct ways:
DAB Digital Radio (also known as Digital Audio Broadcasting) – Primarily in use in the UK and Europe to Canada
High Definition (HD) – Selected by the FCC for use in the USA.
Digital Radio Mondiale (DRB) – New standard to replace AM broadcasting.
Satellite Radio Broadcasting – No geographical boundaries
All four technologies provide better quality sound and are comparable to CD quality for the listener. All four provide the enhanced technologies of scrolling program information, song titles, artist names, and the like. All four technologies can carry data alongside the audio. Imagine text and video to be transmitted with the audio providing new ways to connect with the listener.
Satellite radio has the programming and the radio personalities and no terrestrial boundaries. In other words, it is literally everywhere a satellite signal can be picked up. The way that digital radio works is the same as AM and FM stations work now. In fact with your digital desktop or car radio you do not have an AM tuner, FM tuner or added digital tuner. Your radio automatically switches from analog to digital and digital to analog depending on the signals and boundaries.
Similar to the enhanced quality of video and audio with digital TV, digital radio’s sound is greatly improved. This is good for all radio.
At RadioActive Media we are already incorporating the future of data alongside the audio through our Radio Text Messaging (RTM) campaigns. Radio is the mobile advertising medium. Mobile advertising is positioned to be one of the fastest growing media vehicles. Combining these two powerful resources is game changing. We like game changing.
By The RadioActive Media Team
Radio offers so many advantages over other media for advertising, but sometimes advertisers forget some important things about radio advertising. This is the first of a series in which we will expound on each of these common mistakes.
Advertisers never give enough time to their advertising schedule. Most figure if they don’t see results in 4 or 5 weeks, it’s not working. WRONG! Give your schedule at least 13 weeks to work. Listeners can hear your spot anywhere from 3 to 10 times before they take action. If your schedule is too short in length, you may miss an opportunity to reach someone at just the right time. Prepare to be on the air for a minimum of 13 weeks and your response will increase.
Now that you have your 13 week commitment, make sure you are on the right stations. I know that sounds simple, but your favorite radio station may not be the right audience for your product. Make sure your target audience is the audience that listens to that station.
Again, it sounds simple, but you want to make sure you are running enough spots to reach your target audience. You want to create the right frequency to get response. If you know that your prospects take six times to respond to your ad, make sure you have enough frequency in your schedule to get that response.
You are not advertising on TV; you are advertising on radio, so paint a picture and have copy that engages the listener. Change it up frequently; don’t let it get stale. People respond to different things and you want to get the most response out of your audience. Also, you will want to have a simple phone number to remember or text to and an easy website to direct people to. Your audience may not be able to write your number or website down immediately so you want it to be something that they will remember easily.
When you track your responses, you’ll know what time slots are working best for you. Then you can make adjustments to your schedule to get the best results. Don’t be afraid to change things up.
Radio advertising can give you the best bang for your buck. Just remember to keep these things in mind. Radio isn’t strange or difficult, but you can’t think of it in the same way you think of television.
@radioactivemed
