Marketing in a changing audio landscape

Marketing in a changing audio landscape

The UK radio landscape is always on the move. While the most recent RAJAR listening figures show that the ongoing reach of radio around the UK is remaining largely flat (but still high at around 88% of people), the rise of on-demand services, not to mention podcasts and other forms of accessible listening content, are developing and evolving almost as quickly as the transformations occurring in broadcast and streaming TV services.

Smart speaker opportunity

As specialists in understanding how these developments are creating new opportunities and occasions to engage with audiences, we at Central Media Group are often asked our opinions on the best ways to engage with the ears (and increasingly, the eyes) of the nation. For example, the rise of smart speakers has meant that many around the UK can access online services including podcasts, radio and music with just a word – and some 18% of those who own smart speakers are doing that every day.

Podcast reach

RAJAR’s recent MIDAS study has also dug more into the reach of podcasts – seeing such growth now as people tap into the power of delivering even short form audio content right into the ears of listeners, most commonly during their commute. The most popular time of day for people to switch on their podcasts is after 5.15pm – during the evening commute home. All of these channels can deliver messages right into the ears of receptive and active listeners.

Michael Walbach

Google makes podcasts more accessible

Google’s recent changes to make podcasts more accessible – and even in some instances transcribing whole episodes into metadata – have made the brand benefits for more vocal forms of communication more tangible and demonstrable. Likewise, we are seeing a real connection between people running audio campaigns – still predominantly through the nation’s radio stations which can deliver reach and numbers as well as targeted audience engagement – and social media.

The interplay between radio and social media

Radio’s reach is high during the daily commute through to early evening, while social media use is often limited to around two hours per day but multiple short interactions. Where things get interesting is the interplay between the two – the reach and appeal of a voice through the speaker, combined with campaigns which encourage amplification and sharing with smaller individual networks to reinforce ideas or build out a story further.

Podcast listening goes beyond the daily commute

Linking the two more tangibly together doesn’t just provide cost implications when it comes to awareness and a response mechanism, it can also improve the reach of campaigns through people’s own networks.

The developing broadcast options, whether that’s new ways to engage over the airwaves or streaming TV services which are proliferating in the UK and overseas, will no doubt make the tapestry of people’s media intake still more rich and diverse. It’s a great time to be looking at radio and all of the reach that broadcast campaigns can bring, combined with the spread and amplification of digital channels to give people direct reasons to respond.