Are we still amazed that there are advertisers on the radio?
That was a discussion question posted online by a smart, tech-savvy entrepreneur and media expert. And it got me thinking: are we surprised about any place a person or company advertises these days?
So many people used to question the value of advertising online, because it was either overvalued, overpriced or the ROI was non-existent. Now, the traditional forms of media, like radio, are having their value questioned. Interestingly, it is because radio is somewhat cost-effective, undervalued and the ROI is thought to be difficult to determine.
The truth of the matter is, while traditional media still outstrips digital in terms of reach, we cannot even think of advertising in terms of technology or form of media. We actually have to think of media in a more singular tone and realize that by NOT using all techniques together whenever possible we are really limiting the effectiveness of our own efforts.
Today’s technology enhances the effectiveness of all media. And in the years ahead, the expansion of mobile networks and satellite will take what we think of radio today and shatter it completely. Just imagine if you are a small, cable-casted and/or Internet streaming station? And we go from 4G to the next generation in wireless? People will be able to get Internet feeds in their cars. This potential alone connects to advertising in ways that are not realized, but soon will be.
In 5 years, voice recognition, Internet streaming via subscription and the like will enable even the smallest station or lone individual to reach an unlimited audience, deliver targeted marketing message via SMS and wireless (to a car or mobile device – though, cars themselves might be considered the ultimate mobile devices soon), and then track user activity to gauge the effectiveness of such a marketing campaign.
All this brings me back to the original questions.
- 1) Are we still amazed that there advertisers on the radio?
- 2) Are we surprised about any place a person or company advertises these days?
I think the answer is clear: We should not be amazed. Unless, of course, we are talking about newspaper!