Radio advertising

@ EGTA Autumn Radio Meeting to debate an analyse the radio market overview, since radio advertising is showing varied patterns of revenue growth in Europe, about non-traditional advertising, branding and rebrand of radio stations in relation to other brands exploring opportunities in digital platforms, social media and social networks, ensuring profitability growth in radio, while radio turns from being a content service into exploring new business areas to innovate its business model. Advertisers, however, do want to explore innovative advertising, since traditional advertising is, although still working for mass products, decreasing its efficiency. Branded content, inspired in product placement is arriving to radio, being introduced in most listened radio shows and taking an important part of radio programing. Listeners often don’t have enough time to realize this brand exposure and they think of it as entertaining content not regarding that is not the brand that is being part of the content, rather the content being part of the brand. Often works pretty well with people talking to their friends about the content itself and approaching the brand as part of it. If generates conversations, it works! If generates a positive association, it works! And of course, will help to strengthen perceptions around the brand. Hopefully, will meet the ultimate goal and sell something.

But non-traditional radio advertising is not only about surreptitious advertising: on air, on line and on site campaigns usually relate branded content from on air with on line, usually through Facebook, since it became very popular around the world and particularly in Portugal, with on site, bringing radio to the outside, approaching people wherever they are: in streets, public transports, universities, the beach or the mall. Street actions that relate the radio brand – as the content provider – with brands – as the entertainment provider – to explore the funny side of life making people laugh and escape from their daily routine, but also to relate them with both brands, as they see the radio brand and the platform for interacting with the other brands. Nevertheless, there are other on site actions, less aggressive. People got used to attend parties and concerts with on site posters and merchandising from radio stations and sponsors (brands). But today, besides all that visual effect of radio brands coping with other brands, radio stations develop their own events and parties, inviting brands to join them, instead of being just the media partner of it. There’s also a lot of click to action on radio stations websites sending listeners from the station webpage to brands web of Facebook pages, ending sometimes as on site actions, that people attend after accepting the invitation on the Facebook event.

Events, as result of brands in relation are also becoming popular in radio having brands sponsoring radio events, of course, but mostly, having them in relation, naming the event side by side with the radio station name. Most interesting is the fact that, although radio branding is not yet consolidated in Portugal, stronger radio brands are already developing sub-brands that arise as potential aggregators of people to relate with the main brand – the radio station brand.

In the end, radio advertising is all about creativity. Not only creativity regarding the ad (the radio spot) or the campaign, but mostly, being creative in exploring news ways to approach the market and having radio being part of brands conversation.


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