Contrary to what many people believe, the internet is NOT everywhere. This is a very powerful fact that all marketers need to embrace, especially those who rely heavily on digital advertising. Here’s why:
Consumers are spending more and more time driving. Radio is still the best way to reach and engage American commuters—A.K.A. consumers whom are typically the most qualified audiences and often convert at surprisingly high rates.
The U.S. Census Bureau reported that more than 85 percent of U.S. workers commuted to work by automobile in 2013, while commuting by private vehicle has risen more than 22 percent overall since 1960. And what do they do when they’re in their cars? Listen to the radio. There’s no surprise why more than 243 million Americans listen to the radio on a weekly basis (Nielsen Audience Report Q1 2015).
Not all demographics are highly concentrated online. That demo you’re after? Chances are you can find them in other places besides the web. Marketers race to the internet with fistfuls of money in spite of this, leaving untapped potential in already established channels, like radio and TV.
For instance, in 2015, Nielsen reported that of the 243 million Americans listening to the radio every week, a whopping 66.6 million of them were millennials, with Gen Xers and boomers clocking in behind them at 57.9 million weekly listeners each. Nielsen also stated that the afternoon drive time (3-7 p.m.) is the best time of day for marketers to reach those millennials.
And it looks as though radio and TV advertising is on the rise. PwC Global Entertainment and Media Outlook report projects that radio ad spending will grow from $17.4 billion this year to $18.1 billion in 2019 while TV ad spending will grow to $81 billion in 2019—nearly $10 billion more than in 2015. The proof of a valuable marketing opportunity is in the numbers. Nielsen recently reported that U.S. adults spend between 113 to 211 hours a month watching live and DVR/time-shifted TV per month.
Not everything can be sold online. That’s right. The very best thing you can do for your company is to ensure you are matching media to the prominent response mechanism your target audience uses in your category. For instance, D2C products in the financial and insurance industries have a mass market appeal, so the best way to market them is by using a variety of media channels (like radio and TV), not just the internet.
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