What TMA offers advertisers beyond Radio?
Radio has been the undisputed choice for all advertisers planning a city(ies) specific media campaign. Every month more than 800 brands entice consumers with their jingles and offerings through radio. Popularity of Radio among advertisers has been driven by:
- There are radio stations playing regional language contents like Kannada, Tamil, Marathi, Hindi, English etc. thereby allowing language level segmentation
- Low cost per reach
- Increasing cars on the roads, especially in metros is increasing radio listenership among high income segment
- Ever increasing commute time. For e.g., on an average people in Bangalore spend 38 minutes on road commuting one way (Source: Ola Study)
However, Radio advertising has its limitations. The set of people listening are the same over a long period of time, being a passive medium it’s difficult to engage listeners and sound only creative has limitations on how much can be communicated.
TMA has compiled a list of other media options which can compliment Radio well. Please note that these are not replacements for Radio but should be looked more as compliments to an existing Radio campaign.
Community Radio
Most cities have a well developed community radio listenership. Costing a fraction of regular radio, this provides an additional reach. Engagement in community radio is much higher than regular radio.
Pros:
Low cost per reach, High Engagement
Con:
Low Reach
Get details of Community Radio in India Here
Cinema has a deep reach in most of the cities that have FM advertising. With presence of chains like PVR, Inox, Cinepolis and popular stand alone theatres like Raj Mandir and Kaveri, Cinema can be used to target any geography within the city.
Pros:
Good Reach, Video provides creative freedom, Captive Audience
Con:
Difficult to build frequency, higher cost per reach than Radio
Check out the prices for Cinema in city of your choice by clicking Here
IT Parks
Few cities provide a great reach by offering IT Parks as advertising medium. Along with advertising in the radio when your audience is travelling, you can also directly advertise to the 50K – 120K employees who spend 8 – 10 hours a day working at IT parks.
Pros:
The Socio – Economic Class of the audience is largely SEC A
High Reach and High Engagement
Cons:
Advertising options limited to common areas like Cafeteria, Parking etc. . Cannot target inside the work place
Find out more about IT Parks advertising here
Newspaper Inserts
Newspaper inserts are best utilized when you are promoting an offer to your audience. By creating awareness through radio and by distributing coupons through newspaper inserts you can drive consumers to take action and make the purchase.
Pros:
Massive Audience
Low cost per reach
Con:
Wastage if not monitored properly. High cost per reach
Click to know more about Newspaper Inserts here
Buses
Bus advertising offers exposure to local commuters, drivers and pedestrians. Bus ads move throughout residential and core business areas, delivering your message throughout the marketplace all day. Bus advertising along with radio ads builds familiarity with your brand, so customers will think of you when making purchasing decisions.
Pros:
Low cost per reach
Frequency: Because the daily routes are standard, those who ride buses, subways & the like are exposed to ads repeatedly.
Cons:
Limited branding space: As the branding space is on a moving object, it is hard to use buses for brand introduction. Works well as a reminder medium
Know the advertising rates in buses by clicking here
Bus Shelter
Bus Shelters put your ad in front of consumers at eye-level – you’ll have their undivided attention while they wait for the bus or walk down the street. Bus Shelters are also backlit for night viewing of your message. Just like bus advertising bus shelters build familiarity along with radio ads.
Pros
Geo targeting with high frequency
Cons
Low engagement
Check out the details for Bus shelter advertising here
Interested in more such advertising options. Send your request to Help@TheMediaAnt.com
