Before television, the radio was the best way to reach millions of people. Advertisements on radio broadcasts operate using sound only. But that pushes the creativity of marketing teams. Nowadays, companies sponsor podcasters to read advertisements in much the same way radio ads. Radio and podcasting remain one of the most widespread, used and effective ways of grabbing costumer attention. They are quite popular on streaming platforms such as Spotify, YouTube and Apple Music.
There are some similarities but more differences between the radio and podcasting ads. Advertisers that wish to measure the effectiveness of their advertising on the radio can do so by including a promo code and/or a unique URL/phone number in their pre-recorded commercial. Most radio commercials are brand awareness advertisements that raise general corporate recognition in the community. Advertisers that wish to measure the effectiveness of their commercials on the podcast can do so by having the show’s presenter mention a promo code and/or a unique landing page URL. Direct response marketing is the term for this type of marketing.
Radio is excellent for reaching a targeted audience inside a certain geographic area. Demographic data is easily available for most radio programmes and stations. Because of the various specialty programs available, you can simply target audiences with certain interests. You may narrow down your audience by demographics. This information is given by podcast hosting firms and hosts who conduct audience surveys. Because podcasts are downloaded/streamed through the internet, they typically have a national/international audience.
