The synergy of OOH and radio advertising📻

Radio is a medium that continues to thrive. Unlike print media, radio has never faced the threat of decline, proving that its format meets the needs of its audience. At Be Media, we also focus on growth, which is why we’ve introduced a new service: radio advertising. This article will outline the benefits of radio advertising and how to maximize its reach.

📻Key information about radio advertising

Statistics don’t lie: every day, 62.3% of Poles aged 15-75 listen to the radio. It accompanies them during daily activities such as work, cooking, studying, cleaning, or exercising, making it a “background medium.” Unlike social media, radio doesn’t require 100% of the listener’s attention.

Did you know that since 2019, the most popular place to listen to the radio is in the car?

Listening to the radio during travel has become a common practice, especially among professional drivers like taxi drivers and bus drivers who use it to make their workday more enjoyable. Employers also view radio usage positively, unlike social media or browsing the internet.

Polish listeners have access to over 300 radio stations, with seven of them having nationwide reach: RMF, Radio Zet, Jedynka, Dwójka, Trójka, Polskie Radio 24, and Radio Maryja. Other stations are local or regional, each targeting specific audiences. Listeners are divided into those who tune in for the latest music hits and those who prefer spoken radio shows.

Regardless of the format, radio accompanies many people, and thanks to technological advancements, it’s also available as podcasts, on streaming services, and through satellite and digital platforms (DAB+).

Radio advertising can take various forms, with the most popular being a 30-second spot aired during commercial breaks. However, there are also ads created through partnerships with radio stations, involving contests, concerts, or events mentioned in broadcasts.

📻Benefits of radio advertising

There are many reasons to use radio advertising. Here are the most significant advantages:

• radio operates 24/7.
• it’s widely accessible to everyone.
• diverse audience groups ensure the right people are reached.
• campaigns can be tailored to specific audience groups by choosing the appropriate stations.
• campaigns can be regionalized (national, local, and regional stations).
• low cost of reaching the audience.
• a large audience for advertisements.
• consistent radio consumption throughout the year (no seasonality as in TV).
• radio is accessible everywhere (even during shopping).
• advertisements are well received by listeners (no channel switching as with TV ads).
• radio complements other advertising formats, such as OOH.

The synergy of radio and OOH advertising

Radio can reach millions of listeners, but its reach can be further expanded by combining it with OOH and DOOH advertising. Radio engages the sense of hearing, but it’s also observed that while listening, the listener’s visual imagination is activated, creating specific images in their mind.

A prime example of radio and OOH synergy was Radio Zet’s campaign, which collaborated with the well-known singer Sylwia Grzeszczak. The radio aired a spot where the singer sang the phrase “I like listening to Radio Zet just like you,” which referenced one of her hits. Simultaneously, a billboard campaign featured the singer’s photo and the phrase from the radio spot. Online users reacted by asking each other if they sang the slogan when seeing the billboard instead of just reading it.

This example shows how radio advertising can easily embed itself in the brain, creating positive associations for listeners. Conversely, hearing a radio spot can evoke specific imagery, especially in retail advertising. Hearing the name of a particular store chain immediately reminds listeners of its locations.

This phenomenon is known as Imagery Transfer, where sound stimulates the imagination and works together with visual messages communicated through other media. This is particularly prevalent during travel when listeners hear a radio spot and soon after see an advertisement for the product or service in OOH form. This makes the advertising message harder to ignore and helps the brand stick in consumers’ minds.

Special packages for clients

At Be Media, we’ve developed special packages that combine well-established outdoor campaigns with radio advertising.

Student Package

Advertisements targeted at youth aired on stations popular with the younger generation, such as RMF Maxxx or Eska, combined with LCD screens available at universities.

Business Package

DOOH advertisements in office buildings combined with radio campaigns sponsoring economic events, precisely targeting the business sector.

Automotive Package

A unique package available exclusively at Be Media, combining radio ads with bus and billboard advertising, designed for the automotive industry.

Retail Package

Radio campaigns on dedicated stations combined with e-commerce activities, and advertising on parcel lockers and screens in public transport.

Tourism Package

Ideal for the tourism industry, combining radio ads with airport advertising to fuel the travel appetite among consumers.

Pharmaceutical Package

For pharmaceutical companies, we recommend combining radio ads with selected advertising media available in private and public clinics. This offer is exclusively available through our agency and is ideal for companies promoting medicines, supplements, and educational health campaigns.

If you want more details about our radio advertising offerings, contact us, and we’ll get back to you promptly. Combining OOH, DOOH, city transport, and carefully selected radio packages guarantees excellent sales results in the crucial fourth quarter of the year.