Radio’s new pitch line may be how its ads fit with everything else / More than half of all audio usage is in-home
Radio’s new
pitch line may be how its ads fit with everything else. Like a restaurant goer overwhelmed by too
many items on the salad bar to make a well-balanced plate of ingredients that
go well together, marketers are facing the same problem when it comes to their
media diet. The third annual Cross-Channel Marketing Report, published by
Econsultancy in association with Oracle Marketing Cloud, finds just two-in-five (43%) feel they
understand their customers’ journey throughout their media day and that they’re
putting campaign components together in the right way to reach them.
That’s despite the fact that two-thirds
say it’s a priority for all marketing to be integrated into a cohesive plan.
The most common reason for missing that target is advertisers and ad agencies just don’t have the resources
to achieve that goal. “Clearly, marketers can and should be doing more
to drive precise orchestration of their marketing strategies,” Oracle’s Simon
Robinson says. For radio,
the survey suggests there’s a sizable opening for sales reps in their pitch to
show how radio advertising will fit with other marketing activities.
“Keeping the customer ‘switched on’ to your brand message is more challenging
than ever before,” Robinson says. “Almost a quarter of companies (21%) surveyed believe that the customer
journey is the singular most important factor for a successful campaign.” To
that end, a majority (51%) of companies now say they “focus on the customer,
not the campaign.” The survey of 956 marketers also shows what other reports
have found: interest in digital ads is only growing.
More than half of all audio usage is in-home. The car and the
workplace have emerged as the two listening locations most frequently targeted
by radio programmers. But new research suggests a significant listening
opportunity still exists in the home. When Edison Research looked at the
totality of the audio space – including owned music, streamed audio, podcasts,
TV music channels like Music Choice, and YouTube for music among other things –
it found that more than half of all listening is done in the home. In-car
accounted for a healthy 30%. The research firm says its Share of Ear study
tracks all audio usage, both music and speech-based content, using a fully
representative national sample reflecting the entire population.
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