Radio Advertising
Massive reach and engaged listeners. Create powerful advertising and buy radio with our expert media buying services.
Cut through the noise
People are always listening, and the Australian radio advertising audience continues to grow. To start 2023, the five metropolitan capital cities had over 12.1M listeners tuning in to commercial radio each week. With traditional and digital options, radio is a thriving and robust medium that engages listeners, provides massive reach and delivers results.
Why advertise on radio?
With a growing share of listeners and audio options, the benefits of using the radio waves for your brand are extensive. Our experience in the radio space will help you craft compelling radio advertising messages and connect with the right listeners.
Reach
Radio reaches over 95% of Australians in the main capital cities every week, with live radio the highest proportion of all audio listening sectors. Radio is the medium that can be used anywhere and any time, allowing you the best chance to reach your audience.
Active Audiences
Radio listeners are highly active and invested users, able to choose their stations, connect with their favourite voices and invest into particular channels. Radio ads reach them while they’re paying attention and activate them to take the next step.
Frequency
Consumers need to be exposed to an ad multiple times before it creates a response, and no medium works repetition better than radio. Placing your radio commercials through the day or at key times will ensure your audience remembers every word.
Creative Messages
By stripping away visuals and other elements, a radio commercial can engage your audience and prompt them to add their own imagination to the mix. By encouraging listeners to participate, radio ads evoke emotion, offer a theatre of the mind experience, and build connection.
Cost Effective
Advertising on radio benefits from short turnaround times and affordable prices, allowing you to get your message out to the masses as quickly as possible for an efficient cost per thousand (CPM). Capitalise on trends, current news or particular time slots to give your ads the edge they need.
Radio strategy
To craft radio ads that will make a difference for your brand, you need to build a strong foundation and understand exactly who you’re talking to — and what they want to hear. Forget about the costumes and the setting; it’s all about your voice and the image you can create in a listener’s mind.
1. Audience
There’s no reason to start talking if you have no idea who you’re talking to. Your target audience is the factor that ties together every aspect of your radio advertising strategy. Don’t stop at knowing who they are — learn about what they like, the products they use, and the problems they have.
2. Message
The perfect radio advertising scripts need to address your audience in a way they like, and explain how your product or service can solve their problem. To guide development, we focus on figuring out why your audience should believe you and how they should feel, before hitting home what they should do next.
3. Reach & Frequency
Radio doesn’t stop, and whether your audience is relaxing at home or out and about, radio is able to go with them in any form they need. With dedicated ad times and opportunities, your messages can be tailored to your audience’s listening behaviours and repeated until action, without becoming stale and irritating.
4. Reporting
Any radio ad campaign sets that go live are closely monitored and tracked, and our reporting covers who is listening, when your ads aired, how many people within your core target audience heard your ads, and how many times they heard your auds on average. We also track how this impacts on website traffic, keeping our ears tuned to ensure your radio advertising effectiveness is maximised, and your audience joins the conversation.
Listening behaviour
People are always listening, and your target audience could be tuned in to any platform to get their favourite content. With so many types of radio advertising, our radio media buying uses data and industry insights to develop an effective strategy, helping you reach your core audience through the right channels and experience the advantages of advertising on radio.
AM & FM Radio
Traditional radio advertising in Melbourne involves buying commercial radio segments to get your business advertised on the broadcast of AM or FM radio stations. These are then scheduled throughout peak and off-peak time slots. Advertise on the program service of a traditional radio station like 3AW, GOLD, KIIS, Smooth, Nova, HIT or Triple M in regional or metro markets.
Audio Streaming Services
Music, podcast and radio streaming applications are getting more and more popular: in 2021, roughly 26% of Australians tuned into podcasts on a weekly basis, a 56% increase compared to 2020. Audio advertising can apply specialised targeting layers including: location, device, interest, age, time and day, real-time context, or music and podcast genres.
DAB+
Digital Audio Broadcasting (DAB+) is the most established and widely adopted standard for digital radios. DAB+ uses higher frequencies than traditional stations and allows for more unique channels and niche genres to be broadcast. Using DAB+ for digital radio advertising gives you the chance to go directly to the right audience with higher sound quality.
Our favourite commercials
Is radio advertising effective? Check out our proven radio advertising examples to find out — if you haven’t heard them already.
Amplify your message
Get stuck in their head
Collaborate with us to create and buy radio advertising Australians will love to hear in between their favourite songs. Earn your share of impressions and activate your audience with our media buying experience. Create commercials and an effective radio campaign everyone will remember.
FAQs
How does radio advertising work?
There are two overarching types of radio advertising: broadcast ads and on-air live reads. Broadcast ads are pre-recorded, played between music and presenter segments, and include jingles, stories and testimonials. Live reads are delivered on-air by radio personalities where they openly endorse brands or products.
What is the cost of advertising on radio?
Radio advertising rates will vary based on a number of factors, like your ad’s length, the placement time across the day, frequency, and the station it plays on. We recommend that clients should be prepared for a radio advertising cost in metro city markets of at least $10,000 per month or $100,000 a year before they decide to buy radio.
How to measure radio advertising.
While it can be difficult to directly know how many people are listening and when, advertisers can make calculated inferences about audiences based on data such as the regular radio surveys. These surveys provide insights into listeners’ ages and time breakdowns. This data helps advertisers pinpoint whether they are reaching their core target audience, providing a measure of the advertising’s effectiveness.
