Ad blockers love radio

Heavy radio listeners are more likely to use ad-blockers.

The rise of the technology and internet usage over the last two decades created a new and promising marketing platform for advertisers across industries.  Online advertising, including pop-up ads, display banners and paid SEO advertising, is now a prevalent part of many advertisers marketing strategy. However, when it comes to delivering your message to consumers, online and digital advertisers have a major obstacle to overcome: ad blockers.

The problem with investing heavily in online advertising is that, more often than not, consumers can easily avoid these advertisements.  We can download ad blockers on our web browsers that automatically block pop-up ads from appearing on our screens.  We can also easily exit out of any display banners or paid search ads before even reading the messaging.

According to Kantar Media more than 1/2 of consumers report than they often or always use ad blocking software to avoid online advertisements. That’s why online advertisers are looking to optimize the efficiency and accuracy of their digital advertising efforts.  Newer, more advanced, reporting of online advertising metrics reveal weaker than anticipated numbers.

Luckily, there’s still radio.

Radio reaches those most likely to actively avoid online advertisements.  In fact, heavy radio listeners are 27% more likely to use an ad-blocker.

However, radio advertising, via streaming or the AM/FM dial, is not susceptible to the same kind of consumer avoidance that threatens online advertising.  According to Manish Bhatia, CEO of Kantar Media North America, “Ads on broadcast radio and streaming radio of course aren’t easily susceptible to being blocked or skipped, so they can help advertisers break through to ad blockers…And in our study consumers were more positive about radio ads than online ads.”

Additionally, radio advertising featuring endorsement ads by popular personalities are even more powerful against ad blockers. According to Kantar Media’s study, “ad blockers are 74% more likely to be particularly influence by peer recommendations or reviews, whether online or via word-of-mouth. Radio stations with personalities viewed by listeners as trustworthy peers are in a good position to reach these consumers.” As Bhatia says, “If you have that connection with the host of a radio show, peer recommendation or product placements or shout-outs would have an impact.”

Please contact us to help you reach ad-blockers with your next radio campaign.

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