Radio is alive with possibilities for advertisers in the next phase of the commercial radio industry’s Radio Alive campaign.

 
The campaign aims to promote radio’s key strengths in delivering real results for Australian businesses at a time when they need it most.

EarFest features original works from thirty writers, actors, comedians, poets and performers with pieces that were commissioned by audio specialist agency Eardrum, who wanted to mark their 30th anniversary by supporting the creative community.

Results are in for Round 1 of the 2021 Siren Awards, with creative agency whiteGREY being named overall winner and taking the top spot in the single category for the Missing Persons Advocacy Network (MPAN) advertisement ‘Missed Birthdays - Rigby Feilding.’
 

“It is tempting to assume that we have listeners by the ears because they can’t skip radio… but our listeners will still skip ads mentally if the creative is not good enough.

“Radio advertising is not about spots on air, it is about communication,” says Ralph van Dijk from Eardrum.

Ralph urges stations to make ads that will make their listeners go from “passive hearing to active listening.”

When the IAB Australia's Audio Council went looking for a cross-platform audio-advertising campaign to demonstrate what best practice sounds like, they couldn’t find one.

So the Audio Council, and the team at Eardrum, an Audio Council member, went about creating their own example. They related the experience at last week's IAB MeasureUp Conference.