2 – Radio advertising is only effective for local businesses
Advertising on radio can be effective for both local and national businesses, says Ortigara. “Radio can help you reach a broad audience nationwide or target a specific area, depending on the station and time slot you choose.”
3 – Radio ads are ignored by listeners
According to Audiency Brasil Tecnologia CEO russian phone number whatsapp radio listeners are actively engaged with the content they are listening to, so they are more likely to listen to the message than ignore it. Additionally, many radio stations offer sponsorship opportunities for events or programs, which can further increase listener engagement.
4 – Radio listeners are not qualified
“By doing all the segmentation correctly, radio does have the power to convert listeners into customers. A survey by Kantar Ibope shows that 37% of listeners started researching or buying a product based on a radio ad,” he says.
5 – It is not possible to measure a radio campaign
Ortigara points out that those who work with paid traffic analysis know how essential data is to measure the performance of ads on platforms such as Facebook, Google and TikTok. “What, however, makes it not so attractive to advertisers is the inability to measure offline campaigns,” he points out.
However, he continues, private initiatives such as Audiency Brasil, through media checking technology , provide the same ease of measuring online campaigns as offline media campaigns. “Radio, despite the myths and misconceptions about how to advertise, is still an effective means of communication and an alternative for advertising products,” he says.