What are the benefits of combining radio and outdoor advertising?
When combined, radio and outdoor can be a hugely influential media pairing. With the two media sharing many characteristics – both are generally consumed whilst doing other activities and can reach people in a variety of specific mind sets in and out of the home.
Whilst driving radio can contextually provide the brand voice to the brand image displayed on outdoor advertising, completing the full, immersive marketing experience. In this short blog we will investigate the benefits of combining the airwaves with DOOH.
Radio and digital outdoor ads occur naturally
Radio and digital out of home (DOOH) advertising work so well together as they are not an intrusive form of marketing. Unlike digital marketing methods such as display ads or video, DOOH and radio adverts appear spontaneously without interrupting the activity that you are doing.
Both methods of marketing are omnipresent in our lives, organically integrated within our everyday movements, therefore not bothering consumers. So, if you ever wanted to immerse your target demographic, the mix of radio and out of home is the perfect way to blend your messaging and make your advertising seem subtle to the audience.
DOOH and radio have economical pricing and targeted reach
Compared to the likes of television or digital advertising, radio and outdoor marketing is well-known for its fair pricing, which considering the size of its potential reach, is highly competitive.
Radio is also famed for its ability to target a certain demographic or marketing segment. This is generally down to the station that a brand selects. Adverts on the airwaves are also generally targeted around certain times of day, for example, an advert around a ‘back to school sale’ would be targeted between 8am and 9am when people are more likely to be doing the school run.
Alternatively, a DOOH advertisement such as a digital billboard can be perfect for local advertising – if you own a local hotel or café, simple place the ad close to your business and customers will be able to find you in that perfect moment!
Digital out of home and radio advertising appeals to the core senses
By integrating a radio and outdoor marketing campaign, you will be appealing to your audience’s most crucial senses – sight and hearing. By combining the two, your brand will maximise their mutual efforts and improve awareness for a brand/business.
When it comes to radio advertising, it is important to make the ad memorable. Catchy songs or phrases often make an advert standout, however if you are unsure on how to make your message standout, Communicorp UK’s fantastic team of creatives have produced hundreds of impressive ads and can help your business cut through the noise.
Digital out of home adverts such as print and digital billboards use punchy visual elements such as bold imagery and colours that are proven to have strong effects on a consumer’s habits. By combining both, at a particular time of day will appeal to both a buyer’s senses and wallets.
Both radio and DOOH advertising are simple and actionable
A memorable advert lies in simplicity – radio and outdoor adverts are the perfect evidence of that. Using short formats – textual or visual – allows for these types of advertisement to be rather simple, containing only the most important information.
Due to the ‘to the point’ nature of these ads, they often contain a very strong and straightforward call to action, that is easily available to the audience of a first hear/glance. This sits perfectly with the short attention span of adults when they are taking part in another activity.
The reach of OOH and radio advertising is high
Out of home advertising reaches 98% of the UK population at least once a week. The ads can reach a huge audience ranging from drivers, shoppers, commuters, parents, teenagers, grandparents (we will not list everyone, but you get the gist!). Combine this with the 90% of UK adult that are listening to radio from at home and work, the two methods become the ultimate marketing power couple, basically covering a whole population.
Would your brand like to cut through the noise? Our team can help create the perfect mix of OOH and radio for advertising for your brand. Find out more here.
To wrap up, integrating radio and out of home advertising is a cost-effective marketing mix that brings a huge number of benefits to business. Not only does the method enable increase brand awareness but can increase recognition amongst prospective clients.
To maximise the reach of your marketing further, adding digital marketing to the same campaign will allow your business to be present throughout all stages of a customer’s purchase process.
Would your brand like to cut through the noise? Our team can help create the perfect mix of OOH and radio for advertising for your brand. Find out more here