Navigating radio media advertising isn’t as easy as it used to be, and it was never easy! You have always had local and national radio campaigns, but now you also have a host of digital radio options. Which do you choose? You really need a mix of all three.

Local radio

You should always be advertising on local radio stations. Even if you do business on a state-wide, nation-wide, or global level, many people prefer to support businesses that are founded locally. Establish hometown pride with local radio advertising.

State or nationally syndicated radio ads

If you do business outside of your actual location, you will probably want to advertise on both a state and national level. It is usually only an additional fee to syndicate radio ads because all of the radio stations in America are owned by a handful of companies.

Digital radio advertising

There are really two different segments to digital radio: free streaming services and premium podcast content. 

Most streaming services remove ads completely, at least for music listening, if the user pays for a subscription. That means that the people who are most likely to pay for convenience are not going to see your ads. Does that fit your demographic?

The other segment that gets ads in front of people is premium podcasts. Spotify and other streaming services are busy buying up the most popular podcasts, and they are not including them in the subscription services. 

If you want to listen to these select podcasts without ads, you’ll have to pay an additional fee. Most people aren’t going to find that a necessary expense, so you have a better chance of getting your ads in front of a target market with a higher education level.

On the fence about where you should be advertising? Let us take the guesswork out of your radio and digital marketing. Contact us today for more information.