A car dashboard is seen equipped with Rand McNally tablet, for entertainment and GPS features. (PRNewsFoto/Rand McNally)
Cars have had a long-standing opportunity for captivating
consumers within a confined environment. The length of time spent in a
car is depended upon traffic and number of miles to get to a desired
destination.
Radio has been a unique channel for reaching consumers while
on-the-go. Today, radio (or audio) has expanded to include terrestrial
(over the air), streaming, digital files of music, or CDs. All of them
are accessible via the car and its in-dash entertainment features now
offered on late models.
Many consumers spend over an hour of listening to audio in the car.
It was assumed that once streaming adoption increased, radio would be
dead. Today, audio has given marketers even more possibilities. Plus,
traffic in major metropolitan areas has assisted in driving higher
listenership times. Consumers do listen to commercials while enjoying
their favorite radio station (AM/FM) or streaming on Pandora or Spotify.
With streaming services, consumers are obliged to listen to the
commercial in order to listen to free music on many platforms. Of
course, streaming services do offer users the option to pay for the
premium services that are commercial-free.
Audio captures both young and mature audiences.
The beauty of audio is it is very affordable. Even for the
budget-constrained entrepreneur, audio can be an option to reach a
desired consumer target. Best of all, audio captures both young and
mature audiences. Commercial loads have been fairly consistent
year-over-year. Many major advertisers are using thirty-second
advertising units, but fifteen-second units are available as well. Audio
is also a channel that works very well on mobile devices. So, have no
fear even if your target takes public transportation; audio has them
covered. There are other services such as Triton Digital, which allows
users to hear their favorite AM/FM station via the internet.
As with any bright marketing idea, it is best to develop a plan that
strategically places your product/service within the right environment.
If you’re considering streaming, ensure to align the music genre/artist
with your product or service. Also, consider the listening preferences
of consumers who purchase your product/service. Research is available
via the audio partners. Plus, many audio partners can include a
third-party research study as part of your investment, assuming the
investment level meets their minimum thresholds. This allows you a
vehicle to ask the questions that may help best optimize future channel
investments.
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