Radio is a reach medium with universal appeal, targeting a captive audience which pays attention to ads. Radio is also a highly effective medium across the whole purchase funnel with a strong ROI. Creativity, positive emotion, audio assets and relevancy are key to effective audio ads.
Digital audio is a rapidly-growing medium delivered increasingly through a smartphone or smart speaker. This and the growth of voice provides many new audio opportunities for advertisers – including interactive ‘actionable ads’ – with a growing number of successful use cases.
Definitions
Effectiveness:Quantifiable and attributable effects of radio advertising campaigns against defined objectives...