September 04, 2014
The Shiny Old Object
What if there was a medium that was almost three times as popular as the web?
What if this medium had none of the harrowing advertising fraud problems that the web has?
What if, unlike the web, you could specify exactly where and when your ads ran on this medium?
What if all the ads on this medium were actually noticeable?
What if this medium has suffered less from the growth of mobile than traditional web usage ?
What if advertising on this medium had been shown to be substantially more effective at creating sales than the web?
You'd think this medium would be killing it, right?
Well, it's not. The medium is radio. And this year, despite the facts, reality-impaired advertisers will spend more money on the web than on radio.
Here's a very unambiguous chart that shows how radio dominates time spent with all media except live tv among US adults.*
Radio is, by far, the second most popular medium in the US. And yet, like television, it has reacted timidly to the misinformation and fraud related to online advertising. It has allowed the online ad industry to pick its pocket.
Next week, I am "keynote" speaking to the radio industry at the annual conference of the Radio Advertising Bureau.
We're gonna have some fun.
*Source: Nielsen Cross-Platform Report, Q4, 2013.