To paraphrase a classic song, “digital radio killed the traditional radio star.” (Okay, too many syllables; don’t try singing it. But you get the idea).
These days, digital radio is a much more popular medium than traditional radio, meaning that if your business is not investing in digital radio ads, you could be missing out on a huge audience.
Generally, the two best platforms for utilizing digital radio ads are Spotify and Pandora, two of the most popular digital music streaming services.
Both platforms offer users a free version of their service, and this version comes with both skippable and non-skippable ads.
Advertising on Spotify and Pandora does look different than a traditional radio ad. Yes, there is still the need for a script and voice actors, but since these services are usually streamed on a laptop or smartphone, a digital element is in play as well. Many businesses choose to simply have a static graphic on-screen as their ad plays, while others choose to have a video (horizontal or vertical) play in correlation with their ad. Regardless of what you choose, the audio should be the bulk of your advertisement; the imagery should be supplemental. Many digital radio users are not looking at the screen as they stream; they are cooking, cleaning, driving, etc. If you rely on visuals to make the best impression, you will not reach the objectives you are going for.
We recommend determining a very strict demographic when utilizing these types of ads.
Spotify and Pandora use the listener’s music and podcast preferences to determine their interests, so you need to know your audience very well before placing your ads.
Digital radio advertising works best when supplemented with other campaigns. Spotify and Pandora ads are best used for impression and brand awareness; the more potential customers hear about and see your brand, the more trustworthy they will find your brand, even if they have never been a patron of your business previously.
The team at Raborn Media can help you determine the best way to utilize digital radio ads. We will help you determine a specific audience, your goals for the campaign, and work within your budget. Let us do the hard work for you!
