Today’s guest blog is from our own Paul Jacobs, who provides insight on how advertisers can better connect with consumers by advertising more with radio.
While glancing at a recent copy of Automotive News, I saw yet another headline about where automobile advertising is going – downhill. This article points out that not only will ad spending by the car companies be down 16% this year, but a larger percentage of the remaining $15 billion they will spend is shifting from TV and print media to the Internet.
Which begs the question: "What’s the best place to reach someone who needs a new car?" In their office? In their bedroom? On their phone?
How about in their car? It’s understandable why advertisers might determine that some "old media" might not be as effective as they used to be, and I also "get" the value of targeted online advertising. But let’s face it – no matter how big online usage has become, car companies will still need to drive traffic and build brands. Those basic rules of advertising haven’t changed.
You can’t read the newspaper when you drive. And you shouldn’t watch TV. Or text. And for now, you don’t have WiFi so that eliminates the Internet in your car.
But radio owns the automobile, yet it’s clear that the automakers haven’t made this connection.
We’d better make it for them.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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You are right on the money when you talk about advertising autos by reaching people in their automobiles.
That’s what is so great about radio! Intrusivenss…reaching the prospect while they are “using it, wanting it, thinking about it, needing it…grabbing them right by the earball”
Some radio people need to be sold on this,too.
Thanks,
Joe Vincent