Radio has historically been used by advertisers predominantly as an activation medium, getting tactical messages to air quickly and building frequency. However, the high reach of radio combined with its mood enhancing effect on listeners across a range of listening occasions and locations means that it is able to play a broader and more ambitious role for brands.
Why think more boldly? When paired with an effective creative strategy, bolder strategic use of the medium elicits more positive effects not just from the radio activity but also in terms of overall advertising campaign performance.
This section explores in more depth the relevance of radio to brands across different sectors and the effective roles the medium can play within their wider media mix.