Rewind to the early 1990s and radio listening was a much simpler affair. Listeners had a handful of choices: five BBC national stations, a local BBC outlet, and your local commercial station.
That’s it. Seven options – total. At that time, the average listener stuck with whatever was already tuned in because, well re-tuning to find a different station was just a bit of an inconvenience.
Fast forward to today, and the audio world looks very different. You’ve got national, regional, hyper-local digital stations, community radio, online-only broadcasters (and that’s before we get into streaming, podcasts, audiobooks and smart speaker integrations. Switching between formats and providers is effortless, meaning audiences now expect the freedom to curate what they want to hear based on their mood, time of day, or what they’re doing.
In short: the listener is now in control.
This explosion in content and accessibility is great news for audiences, but also holds an enormous opportunity for advertisers. Audio is reaching more people, in more places, across more moments than ever before – few other channels can match its reach, flexibility, and emotional impact.
Once upon a time it was easy to locate your listener in a few radio destinations, today’s listeners are platform-agnostic. They’ll follow the content, not the brand.
That’s why a smart audio strategy isn’t just about choosing the right platform, it’s about understanding real listener behaviour. It’s about honing in on your dream client, wherever they happen to be listening. While some publishers may position their platforms as complete ecosystems, the truth is that brand loyalty is fluid. The listener journey spans multiple channels, formats and moments.
So how do you reach your audience in this evolving landscape?
At audioadpro, we give you universal access to the full world of digital audio advertising – all from one single buying point. If you’re looking for a fully managed service to get your message heard in the right locations, at the right times, by the right people – you’re in the right place.
Speak to our team to learn more about how you can partner with us.
