5 Compelling Reasons Local Advertisers Should Embrace Digital Audio Over AM/FM Radio
The golden age of “don’t touch that dial” has faded into the past, leaving us with a world where listeners dictate their audio experiences. Today’s consumers prefer on-demand content accessible anytime, anywhere, on any device. In this bustling digital landscape, traditional AM/FM radio struggles to keep pace. For local advertisers still clinging to broadcast radio, the time has come to reconsider that strategy. Here are five powerful reasons to invest in digital audio marketing.
1. Enhanced Accessibility
Myth: The best way to reach local audiences is through local media.
Truth: The ultimate way to connect with listeners is by being where they are—whether that’s in smart cars, on mobile devices, or via smart speakers. Modern vehicles now offer seamless streaming, allowing drivers to enjoy their favorite playlists instead of tuning into AM/FM radio.
According to Edison Research’s latest “Share of Ear” report, digital audio listeners spend 59% more time engaged with audio content than their non-digital counterparts. Furthermore, while AM/FM radio consumption has dropped a staggering 34% since 2015, 66% of audio listening now occurs digitally. Thus, local audiences are increasingly tuned into digital audio platforms.
2. Superior Targeting Capabilities
Myth: Local AM/FM stations reach all demographics effectively.
Reality: While AM/FM radio may still appeal to certain age groups, digital audio offers targeted solutions that allow advertisers to hone in on specific demographics. No longer do you need to depend on guesswork around music genres to reach your audience—now you can specifically tailor your messaging to fit their unique preferences.
Digital audio platforms provide both first- and third-party data (demographics, location, interests, behavior), ensuring that your message is delivered precisely to the right audience. Consider platforms like SiriusXM Media; they boast both extensive reach and advanced targeting options. According to their research, they deliver scalable reach to over 160 million listeners, making it a goldmine for local advertisers.
3. Personalized Experiences
Myth: Only AM/FM radio can create a personal connection with listeners.
Truth: With the advanced targeting functionalities of digital audio, local advertisers can provide a level of personalization previously unattainable. Not only can you tailor ads by location, but also by attributes like age, gender, and even time of day.
Studies show that customized ads yield greater gains in consumer engagement. For instance, 48% of podcast listeners feel that hosts of their favorite shows could be their friends, leading to a deeper trust and connection with brands that advertise through podcasts. As such, advertisers leveraging this emotional connection witness higher conversion rates.
4. Flexible Advertising Options
Myth: Digital audio advertising is complicated and hard to navigate.
Truth: Digital audio empowers local brands with unparalleled flexibility. Advertisers have complete control over their campaigns, including how they buy, where they advertise, and what types of ads they run.
Key Flexibility Aspects:
- Buy with any budget: Collaborate with a sales rep for direct buys or utilize a self-service platform.
- Choose the right media: Decide between music, podcasts, and satellite radio based on your targeted audience.
- Tailor ad formats: Opt for engaging formats like audio, video, or host-read ads to capture attention effectively.
5. Measurable Results
Myth: Audio marketing lacks measurable outcomes and is primarily for brand awareness.
Truth: In contrast to AM/FM radio, which often prioritizes awareness, digital audio offers detailed insights across the entire marketing funnel—from awareness to conversion. Thanks to a robust logged-in user base and advanced tracking technologies, advertisers can holistically measure their campaign effectiveness.
Utilize resources like the “Audio Measurement Playbook” by SiriusXM Media to understand how to evaluate your campaign’s success through techniques like brand lift studies and sales analytics.
Final Thoughts
The landscape of audio advertising is shifting, and it’s clear that digital audio offers local advertisers innovative options that outstrip traditional AM/FM radio. With unparalleled accessibility, superior targeting, personalized experiences, flexible advertising choices, and measurable results, it’s time to pivot toward the digital frontier.
In an era defined by consumer control and choice, don’t get left behind—embrace the digital audio revolution today!
