There’s a great piece in AdAge today that makes the point that we here at the Altitude Group have been touting for years: radio is an immensely powerful medium.
The piece begins thusly:
Over the past few years, digital marketers have been so focused on display, better ad-tech and creating experiences on the ever-expanding list of social platforms that we’ve managed to largely ignore a traditional medium that’s becoming increasingly sophisticated right under our noses (well, our ears): radio.
Radio is ripe for a renaissance. Major advances in up-to-the-minute distribution and segmentation, as well as innovation from the likes of Spotify, Pandora and Apple make radio — or radio-type service — a good bet to add scale to campaigns at efficient cost.
Of course, this doesn’t surprise anyone familiar with the breadth and efficacy of radio marketing. Terrestrial radio is the most effective local messaging medium and that isn’t likely to change anytime soon.