Radio advertising - media trend in digital era

Radio in modern life

Radio has come a long way, occupying a special place in many people's lives.

Radio easily penetrates the listener's mind thanks to its familiar, emotional voices.

To conquer listeners, the radio industry has taken advantage of its advantages to adapt to changes and new trends in technology and the market. Radio quickly uses new technologies and digital media such as podcasts, internet radio, live streaming, etc. The radio industry also takes advantage of the development of online media services and smart devices to improve the listening experience, attract and retain listeners. Thanks to that, in the digital age, radio is not forgotten, but has also become a new media platform in today's modern media services.

Nowadays, some radio channels such as FM90 - Hanoi News and Traffic, Saigon Life FM95.6... also invest in technical infrastructure to increase direct interaction with listeners and field collaborators. By upgrading studios, transmission lines, antennas, broadcasting stations, broadcasting equipment...; the channels have increased reliability, minimized technical problems, so that they can broadcast widely and with higher quality to improve interaction with listeners.

In addition, radio stations are increasingly making efforts to bring news that meets the needs and interests of listeners: from diversifying programs in all areas of life: culture - art, politics , health, education, sports, business...; to constantly updating traffic information, producing podcasts as well as live interactive programs on air. In addition, current radio programs also make efforts to create educational and entertaining content, targeting young audiences, from students to university students, helping them access useful information easily and interestingly.

All of these create a radio system that keeps up with trends and connects emotions between the professional host team and listeners from all regions. Thanks to that, the radio still maintains a stable number of listeners, becoming one of the stations that spread information to all classes, ages and professions.

Advantages of radio in the advertising “ecosystem”

By providing fast news and connecting emotions with audiences, radio is proving its position to businesses and advertising operators. The highlight of radio advertising is that it can minimize personnel, save budget compared to other marketing methods while still bringing optimal results.

In Vietnam, according to a survey by Kantar in 2020, up to 70% of listeners actively receive radio advertising. Radio advertising is listened to because of its short duration and low skip/channel switching rate. In particular, because there are no illustrations, listeners can easily receive it passively while doing other things without having to pay attention.

Maximizing this advantage along with its own strengths, radio advertising is interesting every second. The 15 - 60 second voice ads format contains concise content with catchy rhythms, "tailored" for each specific customer group. The ads are broadcast interspersed with news bulletins, helping listeners both update practical news and have moments of light entertainment. This direct but pleasant approach makes voice ads on radio easily accessible to listeners, without causing offense.

Modern radio has many advantages in terms of technology, content, technical infrastructure, etc.

Longer than voice ads, with a duration of 3 - 5 minutes, is a sponsored section with product information introduced in detail by the host. Along with the appearance of many guests and experts, sponsored sections are a media highlight that businesses and brands should not miss.

In particular, “advertising without advertising” is a form of livemention. Here, information sent by businesses and brands to the public is transmitted by radio channels in the form of news, events... creating a sense of trust, helping brands easily reach their target audience when there is a large audience.

Listeners turn to radio for companionship, for emotional connection. To meet that need, radio and radio advertising have always been easy to “touch” listeners, even when there are more options for receiving information in digital life.

Doan Phong

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