• By Annie Hunt

Think Globally: What Brands Can Learn From World Radio Day


It’s easy to forget that it’s a big world out there. As a U.S. based company, we tend to focus on what’s happening in our little corner of the world when it comes to audio consumption. Here it’s hard to deny audio’s growing influence on our day-to-day lives, but does the power of audio ring true across the globe? Yes, it sure does! In honor of World Radio Day, which fell on February 13th this year, let’s take a look at how the rest of the world is listening.

Around the world, consumers always find time for audio. More than 86% of global consumers listen to music on the radio and on average, they spend 2.5 hours listening exclusively to music each day. Excluding Japan, music streaming penetrates more than 50% of consumers in all of the countries studied with heavy streamers in Russia, Mexico, and Brazil (the U.S. is up there too).

Podcast fever has hit on the other side of the Atlantic too. Across Europe, an average of 27.9% of respondents had listened to a podcast in the last month. Podcast listeners spend almost 2 hours listening to podcasts daily and nearly 7 in 10 will listen on mobile.

Speaking of mobile, global audio consumption goes beyond smartphones. There are a handful of ways to watch video content, but the growing number of audio-enabled devices makes listening more convenient than ever. While no screen is required, even when screens are on, audio gets attention in background mode by amplifying mood and boosting productivity. Audio is there at the ready throughout the life moments that occur day in and day out - exercising, working, cleaning, or traveling. This image says it all.

We always say teamwork makes the dream work. Wherever you are in the world, audio is the ultimate team player when thrown into the media mix. When combined with online, TV, and even email marketing, audio amplifies campaign ROI. For example, complementary online and audio efforts resulted in a 228% lift in sales. Combining audio strategies delivers results too. While radio has proven reach, podcasting can fill in the gaps with 60% of podcast listeners having made a purchase after hearing a podcast ad.

2019 will be the year of audio. Here’s how your brand can take action:

  • Want reach, frequency, and incremental audience? Invest in radio and digital audio together.

  • For advertisers looking for a safe haven, audio offers trust and brand safety in addition to advanced targeting tools.

  • Explore your options, there are several ad formats to try such as recorded spots, branded channels, native ads, and more. Experiment, measure results and optimize as needed.

  • Audio can enrich your next multi-platform campaign, but creative should have synergy.

It doesn’t matter if you’re a small start-up or a global brand, 2019 is the year to think big when it comes to audio. #AskAdLarge for 360 degree audio solutions across play-by-play sports, networks with high-impact reach, podcasts, and streaming.

#blog #radio #audio #digitalaudio #streaming #podcasts

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