Radio and television have long been hypothetical brother and sister when it comes to media. In today’s media landscape, television has obviously made itself the big brother of the equation. Innovative viewing options have allowed television to thrive in a variety of new formats. While radio is still a major media outlet, the industry has taken longer to embrace alternative formats of advertising to reach larger audiences.
As goes the specific industry, so goes the advertising for each. TV programming has been reaching larger audiences and their marketing has become more creative and innovative by the day. With the landscape ever-changing in all media formats, here are a few things to lookout for with regards to both radio and television advertising in the near future.
“TV’s have gotten smarter, now it’s advertising’s turn”
Nearly all new flat screen TV’s come with smart technology these days, including a variety of applications, internet access and much more. Still, advertisers are hitting the books to try and come up with creative offerings using this technology.
Very soon though, advertisers will be able to do much more. One of the more interesting possibilities is laser-focused audience targeting, which could reach people by regions, cities and possibly, interests. Perhaps when internet use and television use are brought together even more is when television advertising will begin to fuse into smart technology. People are already watching television and using other technology at the same time (about half of all viewers, according to Mashable).
With multi-screen viewing up, expect the relationship between smart technology such as apps and television to grow even closer, which in turn will be huge for advertisers. In the same way online advertisers are catering to the hobbies, interests, and locations of users, television advertisers may soon be able to do so on the same level.
“It’s only a matter of time until radio advertising gets much more innovative.”
For quite some time, radio advertising has clung onto traditional strategies. It’s not to say that catchy jingles and rattling off great deals haven’t been effective, but limitations on the way people consume radio programming has left advertisers little to work with.
As television advertisers have taken advantage of social media, multi-screen viewing and other platforms, radio advertisers should soon start doing the same in bulk. One example of innovative advertising involves online radio. It has grown with the use of smart phones and tablet technology, which gives radio marketers the chance to explore newer strategies for their advertising tactics.
With online radio, digital banners and videos have already become staples on the most popular online radio platforms, but local stations with online accessibility will be next to take advantage of these listeners. Targeting would allow them to take a closer look at who’s listening to their channel and give advertisers the opportunity to be more creative and innovative with their content.
“Somehow, TV and radio ads will get even more social.”
Television advertising has been getting more social over the last few years and a great example of that is the 2013 Super Bowl, when every few ads were promoting contests and interaction on a variety of social media platforms. Also, online radio companies have plenty of unique advertising options that integrate with social media through banner buttons and other links. Still, there will be more of an opportunity to bridge the gap between watching television and using social media.
Expect advertisers to put even more of a focus on social media. The call to action for many ads has been engagement on interactive websites, but as ecommerce and instant buying are fused closer with those platforms, expect even more attention to be put on instant interaction.
In addition to even more focus on social ads, more integration should be expected as multiple media ads are combined, whether paid or not. Companies want interaction to last, which means a multi-screen social media approach is where the advertising industry is headed, specifically for television.
Certainly there are a number of other innovative and new trends that will take the television and radio advertising industry by storm, but you can count on these few in coming years. Above everything, integration and interaction seem to be a primary focus of current advertisers, and that will only continue to grow with innovative new ways of watching television and listening to the radio.
If you’re interested in advertising on some of the world’s largest radio and television outlets, contact us today!
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