Are retailers underestimating radio advertising’s ability to target specific audiences? Do you see the medium regaining popularity among retail advertisers in the years to come?
Interactive Edge’s CEO, Zel Bianco comments:
In a word, yes, they are. Radio is a medium that I place under the category of “as much as things have changed, some things have not changed at all.” Radio can help to create and deliver a personality for a brand and target specific demographics at a relatively low cost. I don’t believe it should be the only medium to use — as it would be foolish to ignore digital, but those that place the entire budget into digital are foolish not to take advantage of placing radio into the mix. Plus, radio will allow people to keep their eye on the road instead of their phones.
Read the entire article from RetailWire: