Audio is a medium like no other, the uniqueness of the medium lies in its ability to foster a two-way dialogue
Ciarán Cunningham, CEO of Radiocentre Ireland spoke about advertisers having so much choice, there is intense competition for a share of advertising budgets and therefore, the key objective of Radiocentre Ireland is to remind advertisers and agencies about the incredible strength of audio – its massive reach, its incredible connection with its listeners
He said that audio is a medium like no other, the uniqueness of the medium lies in its ability to foster a two-way dialogue. Unlike other mediums, radio is nearly always live, it is unbridled, unscripted and transparent. Radio affords a certain level of intimacy as listeners invite presenters into their homes, their cars and their daily lives.
He added that recent research commissioned by Radiocentre Ireland had people confirming the unique relationship by stating that radio keeps them company and lifts their mood. And because the vast majority of listening is still to broadcast radio, people are listening live, and therefore, it is a medium that delivers a shared experience, delivers a human connection, a sense of community.
Creativity is another area that Radiocentre Ireland wants to develop as the nature of the medium means it offers endless creative opportunities for brands. Radiocentre Ireland also plans to showcase new formats and technologies, presenting many exciting opportunities for all advertisers today and into the future.