Radio is a medium that should not be forgotten when it comes to an advertising campaign. It is beneficial and can reach a wide audience.

Radio advertising has evolved over its history to meet the changing needs of consumers. However, it hasn’t changed its heart. It still aims to tell a story and connect with listeners.

1. Radio is free

Everything costs money. TV, internet, newspapers. But radio is still free. The fact that a form of entertainment can be had for no cost to a listener seems like a bit of fantasy in this age. However, because radio is free, it will continue to be listened to.

Yes, satellite radio is becoming more popular, but it can be expensive to have it. And as subscription rates rise, people will continue to rely on the goodness of free radio. For radio advertising, this means that there will always be an audience. No one can resist the lure of something that is free.

2. It’s always on in the car

Think about the last time you were in a car, either as a driver or a passenger. Was the radio on? If you answered no, you are definitely in the minority. Radio is synonymous with driving. In fact driving with other people usually begins with a discussion, and sometimes a fight, over what radio stations to tune into.

Radio advertising has the unique ability to be standard in a car. It exists when listening to the radio, and because of this, it is an excepted part of the driving experience. While TV watching has almost turned into a sport to minimize the amount of commercials viewed, radio remains a place where advertising is accepted.

3. You have to listen

Because the radio is always on in a car, you have no choice but to listen to the advertising. This means that radio advertising has a captive audience. Sometimes channels are turned to avoid advertising, but this can just result in annoyance, as it can be hard to skip between half songs or partial interviews.

Listening to a preferred radio station means that you accept that there will be advertising breaks. It is worth listening to a few minutes of advertising to be able to pick up the thread of a conversation or analysis, or to hear the entire music countdown.

4. It’s personal

The best radio ads tell a story and get you to connect to a product. Often radio advertising takes the form of on-air personalities explaining why they chose a product. This is then often coupled with a promo code to enhance the buying experience.

My Pillow has dominated the radio waves lately. The product is usually talked about by a radio personality who shares their personal experience with it. They then offer a promo code, usually the personality’s name, for a 50% off discount. The result: $110 million in revenue in 2015.

5. Music is Remembered

Radio relies extensively on audio which can seem limiting at first, but is actually a superior way to get people to remember your product. Audio clues are some of the best ways to remember. And this is if we actively try to remember or not.

Earworms can work their way into our subconscious, playing over and over again. This can be annoying, but can be used to an advertiser’s advantage. A jingle or catchphrase that is played via radio advertising will stay in the mind of a potential customer. That phrase can work its way through the subconscious and emerge when needed.

A radio advertisement for car repairs won’t trigger someone to fix their car if there is no problem. But, if an accident occurs, a person will remember the advertisement and turn to that company to help fix their car.

6. Advertising is clear

When looking at webpages, it can be hard to determine what is advertising and what is content. Often, the two are mixed together. Radio advertising does not hide what it is. It is a break between content. It is specific. When you listen to the radio, you know what is a song and what is an advertising. And that is refreshing. Radio advertising doesn’t try to trick people and consumers respond to this.