Radio Advertising vs. Other Types of Advertising
Is having an abundance of choices really all good?
If you’ve ever found yourself scanning a food menu with more items than chairs in its building…
Or realized your spreadsheet dedicated to your many new car options is getting to the point where it should have chapters…
Or have tried online dating…
You know that sometimes, it’s not. And you would be backed by science, as the term “decision paralysis” is now official, and widely accepted to be plaguing most of us in our age of abundance. And when it comes to advertising, small businesses are just as inundated with choices. What’s hot? What’s economical? What’s meant for my product or service?
Well, we at Iliad Media Group are all about simplifying.
So here’s a breakdown of radio advertising compared to other mediums.
Radio Advertising vs. Social Media Advertising
The biggest difference between radio advertising and social media advertising? Control.
Yes, with paid social media you still create the content (or hire someone else to), but after that... its success is dependent on algorithmic chance. It ties into the second biggest factor - targeting. In social’s early days, targeting was admittedly highly effective. Until, of course, companies got greedy and people realized they were being monitored and their data taken and sold.
With radio, you can choose what station (in other words, what listener demographics you want to target - since certain age, sex, interests, etc appeal to a particular station) and when. Yes - the morning and afternoon drives (drive meaning the best time to air your ads, i.e. “morning drive”) mean tiered pricing structures, but that’s because you will be reaching the most ears possible; and with higher demand you get an adjusted cost.
Bottom Line:
Radio advertising gives you more control over which consumers will hear and engage with your advertising. If you are trying to reach a national or international audience, social media can work wonders for you. However, if you are targeting a narrow geographic area, there is no better and more trusted source than radio.
Radio Advertising vs. TV Advertising
Okay, look, no arguing about the visual component being rife with potential. Those Allstate “Mayhem” commercials? They’d likely be half as funny, and probably ¼ as successful, without the scenarios they brilliantly film. But guess what? Those cost exponentially more than a radio campaign. You’re talking cast, crew, gear, location, permits, meals, editing… the list can feel endless. Even if you do have the pockets deep enough to fund a television campaign, is it truly the wisest use? Radio is the king of engagement, reaching 90% of people age 12 and older. That is quite the feat for something that costs pennies on the dollar compared to television.
Bottom Line:
If you have the perfect campaign that is bolstered by a visual element, and you have the money, and you have the time... television works, but if you like bang-for-the-buck regardless of scenario, radio will treat you better.
Radio Advertising vs. PPC (Pay-Per-Click) Advertising
Google more or less runs the world, so advertising directly on it has its benefits. Sure it can be pricy, but it’s also customizable, as the search behemoth will work with whatever your monthly budget cap is. The downside? You have to put in the hours, and you’ve got to be willing to learn.
There is a trove of data you can use with Google Ads, but it means nothing if you can’t comfortably use it, understand it, and extrapolate it. We’re talking areas like bidding, keyword density, analytics, targeting, traffic, and so much more.
Radio on the other hand has one thing going that’s cemented its status as a reliable advertising medium - simplicity without sacrificing quality. There are so many better ways you, the actual business owner, should be spending your time rather than interpreting analytics reports. Radio gives you that time because its process is seamless. After just a couple meetings with a reputable company owning your target stations, and a great campaign idea, you just let the airwaves work their magic and appeal to local customers that are eager to buy. As for the analytics, a proper creative team will take of that as a part of the package. We offer premier radio analytics here at Iliad Media Group as a staple for solid performance insights.
Bottom Line:
Whereas radio is simple, PPC advertising can be complex and time consuming, and wasteful if not 110% committed. If you can find a company or resource for PPC, it’s something you could pursue - but without the helping hand, it’s not a smart idea to throw your marketing budget at.
Radio Advertising vs. Print Advertising
Newspapers, magazines, brochures & flyers are still consumed, but they’re simply not on a trajectory you’d want to see as a small business owner looking to spread word of your operation to as many people as possible. Newspapers possess the strongest local appeal of the bunch, and with that comes particular value if your business or operation targets those 55 and up (the population that still prefers newspapers compared to other demographics).
Bottom Line:
Radio does not have the downward trends troubling print media advertising, giving small businesses confidence that their ad dollars won’t be wasted. Print still has its uses and certainly does guarantee a “view” on your offering, but often is not trusted or reviewed well.
Radio Advertising…The Type of Advertising That Does the Most, the Best.
Certain nooks and crannies of non-radio advertising options may provide superiority in specific scenarios, but accounting for the lump sum of cost, time, creativity, engagement and local appeal, there simply isn’t an equivalent to radio advertising.
It’s why we love it, both for our own passion but also what it yields for our local small businesses. If you own your business, or someone you know does, it would delight us to discuss how to help it be heard by the many Treasure Valley locals. Using top-rated stations and stories that make customers eager to buy, there’s no better way to boost your sales and become top-of-mind. Let’s talk.
