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.

Radio for brand building

Radio for brand building

Radio for activation

Radio for activation

Radio for growing ROI

Radio for growing ROI

Using radio with other media

Using radio with other media

Radio for specific sectors

Radio for specific sectors

Radio for targeting the right people at the right time

Radio for targeting the right people at the right time

Radio for driving response

Radio for driving response

Radio for local advertisers

Radio for local advertisers

Radio for B2B

Radio for B2B
Where next?

Radio for brand building

Radio for brand building

Re-evaluating Media

Re-evaluating Media

The future of radio

The future of radio