Much like TV, radio listeners tend to establish a tribe mentality when consuming media. Radio is a great example of persona segmentation when we ‘tune in’ to our favourite stations. We do this because we are part of a community, and this brings about an earned trust and like-minded behaviour. It’s this reason that radio is still one of the best mediums of engagement – as consumers, it’s this sense of belonging that keeps our interest.

Radio campaigns come in many forms, so dependent on your budget, your message and your target audience, there are numerous options available, such as; breakfast or drivetime peak spots, sponsorship advertising, seasonal and event-focused campaigns and competitions to name but a few.

The introduction of DAB provides a greater ability to measure listener analytics, and it’s this data that powers our ability to create targeted messaging when creating our radio ads for the brands and businesses we work with. This ability to direct content to a specific location and demographic is a crucial ingredient for your marketing mix, and we work with our trusted network of media partners to plan, create & buy the very best radio spots at optimum peak times.

As with all targeted media, positioning your campaign on the right radio station should be well planned and researched. In fact, radio marketing is most effective when used as part of a wider marketing mix to target audiences at their prime listening times.