Radio has made significant inroads in the past few years, showcasing innovative and progressive advertising solutions which have incorporated traditional radio with digital content experiences. However, to produce more long-term listeners in the medium to long term, digital innovation must be an ongoing exercise and it needs to allow advertisers to amplify both brand and product. However, radio stations must not fall into the trap of trying to write revenue solely through digital platforms – its unique proposition remains scale of audience. Most big blue-chip clients including insurance, health, telecommunications, banking, motor industry, and technology companies are looking to advertise to consumers with less focus on product intricacies. The big shift has been to incorporate their product offering into people's lifestyles. From an advertising perspective, the only way of doing this effectively is by associating and, where possible, showcasing the brand within content. Radio needs...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.