Radio is often described as 'intimate’. DJs understand this and know how to make their audience feel warm and welcome, ready to hear about things that will resonate with them personally. Podcasts have the same effect. This creates an atmosphere that’s hard to replicate in any other medium.
People usually listen to audio media when they are on their own. They are often doing something else at the same time - housework, manual labour, jogging, driving, or getting off to sleep. Since the level of distraction tends to be low, advertising in audio media can generate high levels of attention. When people are consuming audio content, they are actively looking for mental stimulation. It’s an ideal opportunity for building brand memories. Radio and podcast advertising is accessible to almost any brand because the entry-point costs are low. You could simply pay for the host of an audio program to mention or recommend your brand. Alternatively, you could invest in advertising. Production costs are low because they only involve recording voiceovers and using music/sound effects. Media costs can also be low if you partner with a single podcast or a local radio station. Many radio stations even offer free production for their advertisers. Your initial investment can focus on radio stations/podcasts that reach the most receptive segment of your target audience. You can extend the reach of your advertising by using more podcasts and radio stations as your budget increases. |