Why combining radio and outdoor campaigns is effective?

Both Outdoor advertising and Radio Advertising provide the opportunity to effectively reach consumers outside their homes. This is a shared characteristic of these two media classes. While traveling through the city by car, public transportation, or even walking, we can simultaneously consume two advertising channels – radio and outdoor.

It has been observed that outdoor ads catch the eye for a few seconds. Therefore, marketers have a limited window to communicate effectively through this medium: they need to use intriguing graphics and a few well-chosen words to grab the audience’s attention. Outdoor advertising should be seen as the beginning of a conversation with the consumer, which can then be continued through radio. Outdoor ads are meant to visually engage potential buyers, enticing them to explore the marketer’s offer. Meanwhile, radio should expand on the visual message through sound, adding extra information and emotions, not in a second or two but in a fifteen- or thirty-second ad spot. Moreover, radio is often listened to in the car – right when consumers are passing outdoor advertising displays. This often happens during the commute to and from work, which is frequently combined with shopping trips.

Sound in radio harmonizes with the images disseminated in public spaces. Sound stimulates the imagination, interacting with the visuals previously communicated through outdoor advertising. When consumers hear a radio ad that uses audio elements referencing visuals they’ve already seen in public, the sound helps them recreate those images in their minds. This ability to spark imagination through sound is often referred to as the “theater of the mind” in radio. By combining outdoor advertising with the strength of an audio message on the radio, a marketer’s offer becomes more comprehensive, significantly impacting how the message is perceived. Let’s imagine the following situation.

We’re driving through the city and have just passed a stunning outdoor advertisement for a car brand. Shortly after, we hear a radio spot, which we usually have on while driving, providing interesting details about the car offer we just saw. This scenario repeats itself several times over the next week. Let’s add that we’re in the process of buying a new car… This campaign, if the benefits offered are attractive enough, may prompt us, as consumers, to take action. Therefore, the synergy of the visual message in OOH advertising or transit advertising with the sound of radio ads significantly enhances the perception and recognition of the marketer’s campaign. At the same time, it creates an integrated advertising message that effectively engages the audience. The combination of outdoor and radio also makes the advertising communication more ubiquitous and harder to ignore. OOH and radio complement each other as communication channels, combining the power of influencing both sight and hearing. Moreover, it is worth noting that radio and outdoor ads reach consumers just before they make a purchase decision.

In conclusion, an important advantage of radio and outdoor advertising over other advertising channels is the cost of creation. The creative elements broadcast on radio or outdoor media are neither expensive nor labor-intensive. In both cases, the content can be produced relatively quickly. This is a significant advantage, especially compared to television commercials, which are costly and require time-consuming preparations.

To summarize: radio creates synergy with outdoor advertising by reinforcing the campaign’s brand elements in the minds of consumers. Furthermore, by combining radio campaigns with the visual elements of outdoor campaigns, marketers can build a strategy that effectively improves their brand’s market position.