Archive | May, 2014

Why music is memorable

23 May

Music has been a part of broadcast advertising since the early 20th Century. The first ever radio jingle was created for Wheaties – an American breakfast cereal. The jingle aired on Christmas Eve in 1926 and featured four male singers extolling the virtues of the brand.

At Radio Experts we know that a big benefit of using music in advertising is that it’s extremely memorable. Music is composed in patterns – a sequence of chords and lyrics that repeat in a particular way. Scientists have found that using patterns helps us process information efficiently and makes it easier to recall that information.

This is why music can be such an incredibly powerful tool for radio advertisers; it can deliver a memorable message as well as create emotional engagement with the listener.

Whether it’s a short sting or a full 30 seconds – if music is done well it can create a unique audio identity for a brand that can become lodged deep inside the listeners’ minds.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. @timcradioexpert


Spotify and Rdio See Big Revenue Increases

2 May

There’s been a massive change in the way we listen to music. With the number of devices and options available increasing every quarter there’s no doubt this constant evolution will continue.

Competition is hotting up, with Spotify announcing last week it’s added 1m active users in the UK over the last four months.

According to the International Federation of Phonographic Industry (IFPI), Online music services such as Spotify and Rdio have seen large increases in revenue across all of their subscription packages. But the statistic that is of most interest to us is the increase in ad-supported streams from 6% of the market in 2008 to 19% of the market in 2013.

Radio Experts has been working with services like Spotify since their inception in 2006.As the market grows so does the competition and with it the opportunities for advertisers, with pinpoint accurate targeting, coupled with audio adverts alongside display adverts.

We make it our business to keep on top of developments within the online audio advertising market so contact us if you’d like to find out more.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. @timcradioexpert