December 31, 2024 | Katelynd Gibbons 

In today’s rapidly evolving marketing landscape, it’s easy to get swept up in the allure of shiny new ideas. But as we go into 2025 and beyond, the most successful strategies will balance modern innovations with traditional approaches—leveraging both cutting-edge technology and proven methods.

Local radio, for instance, remains a cornerstone of community connection and trust, even as digital and social platforms garner a lot of attention. Together, combining traditional and digital strategies creates a layered, cohesive marketing plan that builds trust, generates excitement, and keeps brands top-of-mind.

The Staying Power of Local Radio

Despite the rise of streaming services and podcasts, FM radio continues to dominate ad-supported audio listening. Recent data highlights that local radio outperforms platforms like Spotify, Pandora, and satellite radio in listener habits—and even surpasses linear TV. In top U.S. markets, projections indicate significant growth in Average Quarter-Hour (AQH) listening, further enhancing radio's appeal for advertisers.¹ Beyond its strong listenership, FM radio offers another major advantage: local radio personalities aren’t just voices—they’re trusted friends and influencers. These hosts build authentic connections with their audience by sharing stories, recommending businesses, and fostering loyalty.

Radio’s reach has also expanded beyond traditional airwaves. With live streaming, local stations now connect with even larger audiences, blending their local flavor with wide-reaching accessibility.

Amplifying Reach and Engagement with Digital Advertising

To complement radio’s trust-building power, digital tools such as digital out-of-home, display advertising, and connected video extend brand reach and engagement. These platforms create impactful multi-channel marketing strategies:

• Digital Out-of-Home (DOOH): Captures attention with dynamic billboards and interactive screens in high-traffic areas. Reach audiences who are out and about and more likely to be in a buying mindset. Many screens now feature video, sound, or scannable components like QR codes.
• Display Retargeting: Follows users online after their initial exposure to DOOH ads, ensuring brand recall and easy follow-through with a simple click.
• Connected TV (CTV) and Over-The-Top (OTT): Immerses viewers with targeted, story-driven video ads during their favorite streaming content.
• Video Pre-Roll Ads: Delivers short, engaging clips before streaming videos, sparking interest and curiosity in seconds.

Imagine a consumer hearing your ad on local radio during their morning commute, seeing your DOOH billboard in a busy city center, and encountering a personalized video ad online later that evening. This seamless integration ensures your message resonates across multiple touchpoints.

Building Trust Through Community and Cross-Platform Integration

In a saturated digital world, standing out can be a significant challenge. Traditional methods like radio excel in this area, offering live, on-air experiences that algorithms can’t replicate. Local stations often host events or partner with community organizations, strengthening the connection between brands and their audiences IRL!²

This is most effective when combined with digital strategies that use custom creative ads. A layered marketing approach that combines traditional outlets like radio and live events with digital platforms like DOOH and CTV creates a cohesive, cross-channel experience that resonates with consumers.

Marketing 2025: What’s Out and What’s In

As consumer expectations evolve, be sure to stay in the know. Here’s what to avoid—and what to embrace:

• Generic Messaging: One-size-fits-all campaigns just don’t stick. Partner with creative experts to craft unique messaging that drives engagement and hits your goals.
• Chasing Vanity Metrics: Forget likes and shares—they don’t tell the full story. Focus on strategies that drive real customer engagement and conversions.
• High Expectations with Low Saturation: Sporadic ads won’t cut it. Consistency is key for high-quality exposure, and your creative must grab attention.
• All-Eggs-in-One-Basket Strategies: Relying on a single channel limits your reach. Blend traditional and digital platforms for best outcomes.
• Oversaturation Without Substance: Repetitive ads lead to fatigue. Keep it fresh with clear, creative messages that highlight your brand’s value.
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The Future of Marketing

As we enter 2025, the most successful campaigns will blend tradition with innovation. By layering the authenticity of local radio with the precision of digital tools, brands can build trust, create excitement, and deliver consistent results while being able to effectively change and update the campaign to optimize outcomes. The key to success lies in a strategic, multi-channel approach—balancing the timeless with the cutting-edge to craft campaigns that connect and inspire!

1. AdTonos, "Nielsen’s 2025 PPM Boost: Impact on AM/FM Radio," AdTonos Newsroom, https://www.adtonos.com/nielse1. ns-2025-ppm-boost-impact-on-am-fm-radio/; Radio Ink, "Early 2025 Forecast Sees Radio Widen Ratings Lead Over TV,"  https://radioink.com/2024/10/08/early-2025-forecast-sees-radio-widen-ratings-lead-over-tv/.
2. For example, you can keep an eye on Steel City Media's local promotions, partnerships, and events: Q92.9 FM, "Events,"  https://q929fm.com/events/; 96.9 Bob FM, "Events," https://969bobfm.com/events/; KFKF, "Events,"  https://kfkf.com/events/; Mix 93.3, "Events,"  https://mix93.com/events/; Bob 102.1 FM, "Events," https://bob1021fm.com/events/; Q104 FM, "Events," https://q104fm.com/events/.