Why Radio Stations Are Expanding Beyond Traditional Commercials
Why Local Radio Is Adding Digital Advertising to the Mix
For decades, radio has been a trusted way for small businesses to reach local customers. A catchy jingle or a strong :30 spot could drive foot traffic and sales. But in today’s digital-first world, consumer habits have shifted—people now spend as much time online as they do listening to traditional broadcasts. That’s why more radio stations are expanding beyond over-the-air commercials and offering omnichannel digital advertising.
Why the Shift Is Happening
- Audience Behavior Has Changed
People no longer consume media in just one place. They move between radio, social media, streaming TV, podcasts, and websites throughout the day. If a business only advertises on radio, it risks missing customers once they leave the dial. - Advertisers Want Measurable Results
With traditional radio, it’s difficult to measure exactly who heard your ad or whether it drove action. Digital ads, on the other hand, provide clear reporting—impressions, clicks, leads, and even sales attribution. Stations that offer digital packages give advertisers both reach and data. - Stronger Together: Radio + Digital
Radio still works—it builds awareness and trust in local communities. But when combined with digital advertising, campaigns are far more effective. A listener who hears your spot on-air and later sees your ad on Facebook or while streaming TV is more likely to remember and act.
What Is Omnichannel Digital Advertising?
Omnichannel means your advertising follows customers across every screen and touchpoint. Instead of running one type of ad, businesses can combine:
- Search Ads (Google results when someone looks for your service)
- Social Media Ads (Facebook, Instagram, TikTok, etc.)
- Display Banners (on top sites like ESPN, Weather Channel, and news outlets)
- Streaming TV & Video Pre-roll (on platforms like YouTube, Hulu, and Roku)
- Geofencing & In-App Ads (targeting customers in specific locations)
This approach ensures your message is reinforced whether customers are driving in their car, scrolling on their phone, or watching TV at night.
Why This Matters for Small Businesses
- Reach More Customers: Your brand gets seen and heard in multiple places.
- Consistency: A unified message across radio and digital builds stronger recognition.
- Flexibility: Campaigns can target by location, audience type, and even competitor areas.
- Better ROI: Measurable results show whether your ads are working.
Final Thought
Radio stations aren’t abandoning traditional commercials—they’re evolving. By offering digital advertising alongside radio spots, stations help small businesses compete in today’s fast-changing marketplace. For business owners, this means access to local trust + digital reach—the best of both worlds. Tommy House can help! We have helps small businesses for over two decades. Let us help you! Contact us today!
