Radio and TV are two of the most popular communication mediums in today's world. Separately, they each reach large audiences; but when companies use them in conjunction with each other, they can form the basis of a powerful advertising campaign.
For example, consider the fact that people often consume radio programming while they're engaging in other activities: e.g., driving to or from work, performing some type of physical or routine work, jogging, gardening, driving for leisure, and so on. In contrast, since TV is seen visually it requires a great amount of attention from its audience. An advertising campaign that uses both radio and TV (whether traditional broadcast TV or OTT/CTV) can reach a wide range of consumers, no matter what activity they're currently focused on.
Here are a few specific reasons why radio and TV advertising together can generate a powerful impact for your brand:
As mentioned above, combining radio and TV advertising will inevitably lead to an increased audience reach. Millions of people listen to the radio every day, often during their morning commute; and TV remains one of the most popular mediums for news and entertainment today.
In addition, deploying your ads on "over the top" (OTT) channels will increase your reach even further, since many consumers are "cutting the cord" and choosing streamed services over broadcast and cable TV. The bottom line is that if you want to maximize your audience reach, then combining radio and TV should be at the top of your list of options.
Radio and TV ads can both be used to target specific demographics. For example, companies can select radio timeslots that are most likely to align with their audience's listening habits. Advertisers can either publish commercials on traditional TV for specific audiences or buy ad space from OTT streaming providers to focus on specific subsets of their viewership (such as people who stream a certain movie or show).
While both channels can be used for accurate targeting on their own, combining them into a single campaign will increase their targeting precision and help you reach a broader range of your core customers.
One of the key functions of marketing is to improve a brand's recognition among the general public — and especially among the consumers most likely to buy from the brand. Consistent messaging across both channels — radio and TV — can help your audience become more familiar with your company. In turn, such familiarity will lead to increased trust in your brand.
Many successful brands have deployed "iconic" ad campaigns throughout the years. For instance, think of GEICO's gecko, or McDonald's "I'm lovin' it" tagline. If you're able to develop that iconic ad for your brand, you can then engage in "echoic" advertising thereafter (in other words, continually calling back to the iconic ad).
Interestingly, radio may be more effective than TV at reaching audiences in terms of pure brand recognition. Video fragmentation of audiences tends to be much higher than that of radio; therefore, radio ads often reach a larger and more diverse audience. The combination of radio and TV leads to exceptional results.
In many cases, it takes several exposures to an advertising campaign before a customer is left with a definite impression of the brand. Combining radio and TV advertising will increase the frequency of your message, and therefore make it more likely that people will remember it.
If your campaign is ongoing, it will help your brand stay top of mind for consumers — and when your brand is the first one that comes to mind for a potential purchase decision, then you're already one step ahead of your competition!
At the end of the day, combining radio and TV advertising can be a powerful tool to promote your brand and increase your marketing effectiveness. Granted, using both media in the same campaign is easier said than done.
However, help is readily available. Reach out to our team of marketing experts at Mid-West Family Eau Claire today to learn more about the solutions we offer — including integrated radio and TV ad campaigns. We'd be happy to answer any questions you may have!