3 Reasons To Advertise Your Business On an Internet Radio Show

A lot of businesses are missing out on the goldmine of advertising over internet radio stations that reach their ideal clients frequently and on an affordable budget. Businesses have changed with the times with their equipment and many other advertising mediums, but not in the radio sector. For those who didn’t know there was an alternative to traditional radio broadcasting, this article will introduce you to this glaring and growing phenomenon of people enjoying control of the content they consume and experiencing more connection and community associated with it through internet radio platforms.

Reach your Ideal Listener/Consumer

Internet radio is broadcast (more properly called “webcast”) live, just like traditional radio, only you connect to it via a web address that indicates the opening of a media player. The world of internet radio stations is much more vast and often has a grassroots feel that listeners love and feel more a part of. Gone are the times of purely local agenda. Listeners now can choose radio stations based on their own interests. This is a total advantage to business owners because they can advertise with a radio station hyper-relevant to their product or service. With traditional barriers broken, internet radio stations and businesses can partner in a number of ways that local broadcasts can’t.

Have more of your Listener’s Attention and Time

In our busy 21st century lives, consumers want more relaxing ways to enjoy their entertainment. Streaming music and radio show stations, and podcasts have gained popularity over television, movies, and books the past few years because you can enjoy it while doing virtually anything. This is proven true by the fact that 2 of the top 5 apps in America are YouTube and Pandora.

Traditional radio is typically listened to during certain peaks hours of the day, during the listener’s commute. Internet radio stations can be listened to anywhere, while your ideal listener does anything; walking, cleaning, or lying down with their eyes closed! This means that there are no peak hours you pay a premium to advertise within. Your advertisements will be beneficially webcast to a larger audience of listeners that are already well-matched to your product or service any time of day, for any length of time!

Internet Radio Advertising is one of the Most Cost-Effective Advertising Mediums

Advertising in newspapers, television commercials, and traditional radio has grown in price dramatically over the years, despite their viewership continuing to decrease year after year. Radio, both traditional and webcast radio, have grown less in price than any other form of advertising, so you can take advantage of this unpopular, yet effective medium before anyone finds out this best-kept secret!

Remember, with radio advertising, you’re always the only thing they will (mentally) see or hear when your advertisement comes on. You are always center stage, or front page if you will. Elsewhere, your ad must compete with other advertisements pining for the consumer’s attention, but one listener can only listen to one thing at a time. And with this amazing advantage, you can charm your consumer with more creative expression than ever before. With audio advertising you can use music, voice, and sound effects, invoking emotion that other mediums of advertisement lack.

Another point of advantage is that with online radio advertising, your consumer is already online. If your ad peaks their interest, it won’t take them much effort to browse your website or respond to whatever call to action you put out there.

The Difference Between a Podcast and an Internet Radio Show

Internet radio shows are just like traditional radio shows, transmitting either talk or music audio, only via the web instead of traditional airwaves. One of the biggest differences between internet radio shows and podcasts is this ability to transmit live audio. Broadcasting internet radio audio is called “webcasting” to differentiate it from traditional radio even further with etymology.

This technology is further separated from podcasting and is closer to traditional radio in the sense that the listener has no control over when or how they listen to the audio because it is continuously streaming, just like traditional radio. Listeners engage with online radio shows by typing or pasting the proper web address to summon the media player and you’re connected to their live show the moment you connect.

Time Commitment & Accessibility

Podcasts are downloadable audio files, a more “on demand” experience you have more control over as a listener. In an ideal world, your favorite internet radio shows will take advantage of this technology, too, and provide loyal listeners with the archived recording so that they, too, can download it and listen later or listen to it repeatedly if they want to. Most webcasting platforms do not offer this technology freely, so you will find that many radio shows are one and done. No recording will be saved to the internet or your computer. Webcasters must record their own shows to provide this feature.

The last concept is a big bonus on the side of podcast listeners, however, podcast shows are less predictable, making content available whenever they like which is often less frequently than their listeners would like. Internet radio shows have a set schedule they commit to and usually webcast for the same amount of time as well.

From The Content Creator’s Perspective

From a show creator’s perspective, there are benefits to both sides. Depending on the level of time they’re willing to commit, the past two concepts will be a large deciding factor. If their motivations are tied to businesses beyond their desire to share content, they may want to consider the size of the net that’s cast with each. Web-casting via internet radio show will allow you to capture a lot of listeners at one time. If this is important to you, or if you are selling or plan to sell advertising segments within the show, internet radio is the way to go. Podcasts only reach one person at a time because they require a download, and this is not ideal for selling advertising segments.

Understanding a Listener’s Motivation

As a webcaster, you’ll need to understand your audience’s motivation behind listening to your show. With an internet radio station, you typically need to please the whole audience. Is your concept a crowd pleaser? Podcasting can be a little more specific, or niche, because the listener often seeks you or a certain topic out. Both are points to consider when formulating your whole brand and outlining “episodes”.

The Value Of Internet Radio

With the previous advancements of the compression of computerized audio files for easier transmission made by web pirates in the 80s, technology pioneer, Carl Malmud, founded the first internet radio station in 1993. With no other competition, it was simply called “Internet Talk Radio”. It was mostly comprised of entertaining interviews with key players of the science and technology industry. Since then, the growth of internet broadcasting has snowballed into the 21st century after a few musical concerts were broadcast live and music shook loose of its traditional radio roots and became “streamable”.

When internet broadcasters once needed their own servers and platforms, 365live.com changed the game, and newer, better technologies have emerged to offer anyone the opportunity to broadcast in a community. Now, this technology can be used on devices smaller than some wrist watches, such as on iPods and on smartphones. Apps such as Spotify, Apple Music, Google Music, and Pandora are among streaming music favorites and Slacker.com and Internet-radio.com for talk radio.

Why Does This Technology Matter So Much?

For a long period in radio’s history, you were told you could expect little change in the technology and the way the consumer used it. The 21st century had other plans. When once you had little choice of what you listened to and when, you now can completely tailor your listening experience. What, how, and when are all now within your control. You can support that which you personally believe in, rather than what agenda and advertising are being targeted at you. You can more closely engage with people you look up to and communities you want to join. It can be used as a tool to quickly transform your own mindset and life altogether.

The Opportunity It Presents

Not only do listeners stand to gain, but broadcasters just as easily reach their “tribe”, too. Business owners who choose to sponsor internet radio stations are also equally rewarded by being able to target such a specific audience with ads, guest spots, or shows of their own. If they are only advertising with traditional radio stations, they are in for a slim return because it only takes this 30-page report by Larry Miller of New York University’s Steinhart Music Business Program to understand that emerging listeners have no interest in technologies of the past.

The studies says “Generation Z, which is projected to account for 40% of all consumers in the U.S. by 2020, shows little interest in traditional media, including radio, having grown up in an on-demand digital environment”