Radio advertising and billboards are two common options used to deliver a company's advertising campaign. In preparing a media strategy, advertisers or agencies often decide to concentrate on one or two media forms or use a mix of several. Many advertisers agree that radio and billboards should only be used as part of an assorted mix of advertising media, not as a standalone medium to deliver a message. Let's examine the ways in which mobile billboards can exist in the same marketing strategy as radio advertising.
A major difference between radio and billboards is that radio is entirely auditory where as billboards have visual imagery and written messages. Radio ads normally cater to people driving in their cars. Without a visual component, ad creators face a great pressure to develop effective verbal messaging and memorable sound to get attention. Billboards are large posters on mounted outdoor signs or digital displays. They rely on a blend of attractive designs and effective written copy. It's easier to tune out the radio than it is a large-scale billboard, however the two can work together in a seamless experience. Learn more at radio advertisement vs billboards.
Advantages of Radio and Mobile Billboard Advertising
1. The ability to target your audience:
Radio offers the opportunity to pinpoint your perfect audience and target your sales approach solely to them. For instance, you can choose a station that caters to a certain age group, giving your marketing dollars real power. In particular, busy moms listen to AM/FM radio stations both over the air and online with 65% reportedly listening weekly.
At the same time, you will have a guaranteed target with billboard advertising. Due to the display and location of your marketing campaign, it’s more difficult for consumers to ignore your ad when it is right in front of them. People tend to look around at their surroundings more often at stoplights. Their attention can become fixated on designs more closely, and they will be able to get the chance to read a sign more thoughtfully, if it is creative. This happens for people in traffic often. Since billboards are huge and eye-catching, people become focused on them due to the natural appeal.
Imagine someone driving around town, listening to the radio, and suddenly your commercial starts playing. Later, a moving billboard passes beside the vehicle with your advertisement. How's that for brand awareness? It's a perfect match! The advertising becomes doubled up to create a stronger, lasting effect on the driver.
2. The ability to stand out:
Known as the uncluttered medium, radio offers a clean slate for your advertising efforts. Today’s newspaper and magazines devote two-thirds of their space to ads, and TV one-third of its airtime, while radio offers only about 10 minutes per hour to ads. Listeners usually tune in at work or while driving or exercising — situations where they are usually alone and are all ears. They can be reached when they’re away from home and ready to buy. Regardless of format or time of year, radio is a proven medium for reaching an engaged audience in an uncluttered environment.
On the other hand, There is a lot of flexibility with the different range of billboard styles that you can choose from. You can market to both indoor and outdoor environments of people. If you need to target commuters, as well as shoppers in a mall, then you can do both digital and outdoor advertising. It all depends on the type of product that you have. For example, consumer products that a lot of people use and need will have a broader range of advertising in many spaces. Like food or clothing, required products involve more stand out advertising.
3. The ability to more frequency and messages:
The more ads you can get on the air, the better the chance it will make an impact. Radio allows advertisers an inexpensive way to get their voice heard – over and over again in a repeatable way.
Whereas, when it comes to marketing, every business wants to display more than one message. When given the opportunity, marketers want to share every positive aspect about their business. This includes testimonials, sales, and other informative news. So, if you want to market more than two deals or messages, invest in digital billboards. You will be able to create two digital ads and display both of them during your given time slot. By allowing this to happen, you can prevent a situation where you have to make an executive decision to pick a specific campaign. You can be able to have different billboard designs for different locations and days of the week.
The combined use of radio and outdoor was found to be 37% more effective than just radio alone, and 23% more effective than just outdoor alone. It seems that combining radio and outdoor advertising in your campaign is an incredibly powerful way of connecting with your audience because the most effective campaigns are multi-dimensional. They create effective, modern ad campaigns that, with the aid of cutting edge tools and technology, are much greater than the sum of their parts.