Radio is a reach medium with universal appeal, targeting an attentive and captive audience. Radio is also a highly effective medium with a strong ROI. Naturally the effectiveness of advertising varies by the creativity and relevancy of ads, and radio is no exception.

Digital audio is a rapidly-growing medium delivered increasingly through a smartphone or smart speaker. This and the growth of voice provides many new audio opportunities for advertisers, with a growing number of successful use cases.

Definitions

Effectiveness: Quantifiable and attributable effects of radio advertising campaigns against defined objectives or metrics.

Radio: Radio shows either broadcast over an AM/FM dial, or transmitted via the internet.

Digital audio: Radio, music and podcast content shared via streaming websites and apps.

Podcasts: Downloadable digital audio files, generally released in a series of episodes.