Radio is enjoying a revival, as technological advances drive its evolution as an innovative and progressive ad medium, Flora Williams, account director at Amplifi.

Radio has been a staple medium for years for many clients. Its emotional connection, competitive ROI, pinpoint regionality, cost-efficient alignment with talent and multiplier effect with other media has ensured its place on many plans. Yet for some brands, it was seen only as an effective short-term sales driver. 

As all other media drastically evolved, a fear arose within the radio industry that it faced being left behind. However, in the past two years, there has been a renaissance in radio advertising. As it has progressed from radio to audio, the strengths of the medium have developed beyond the simply reliable, toward the innovative and progressive. 

This is the year brands and agencies need to fully recognise the importance of audio within a marketing strategy and all media plans.