When Gary Vaynerchuk (Gary Vee) declared “Attention is the new currency” at the 2019 Radio Show, the industry listened. Rockstars at captivating audiences with trusted voices, radio stations are continuing to channel this expertise into digital advertising strategies that deliver wins for clients. With digital ad revenue soaring past $2.1 billion in 2024 and expected to reach $2.4 billion yet this year, radio is blending its storytelling magic with digital innovation to unlock new revenue streams in today’s competitive landscape.

The Digital Revenue Wave

Radio’s greatest strength lies in commanding attention. Reaching 209 million listeners weekly with 93% audience retention during ad breaks, AM/FM radio remains a powerhouse for engaging diverse audiences. Streaming video, social media, and search engine marketing (SEM) are driving digital revenue growth, but as Gary Vee emphasizes, consumer attention is fragmented across platforms like TikTok, Instagram, YouTube, X, and more. Radio’s trusted voices and emotional storytelling can 100% stand out in this crowded digital space.

Turning Attention into Digital Dollars

Radio excels at forging emotional connections. Picture a morning personality sharing a heartfelt story about a local family’s fundraiser, sparking listeners to donate thousands in just mere hours. This personal connection builds trust, and trust drives engagement. This personal connection is critical for fostering trust and authenticity, two of the top considerations for consumers when considering any brand, especially for younger generations.

The mantra, “meet consumers where they are,” means we need to create digital ads that feel personal and authentic on any platform, like Instagram, YouTube, or TikTok.

Here are a few great ways to get more results out of the same content:

  • Repurpose On-Air Content for Social Media: Transform a personality’s viral moment on-air into a 15-second TikTok clip or IG post. For instance, a station’s Instagram Reel of a popular personality can boost ad engagement by 20%.
  • Prove ROI with Attribution: Use UTM tracking codes and attribution tools to not only measure ROI but also to show up in your client’s Google Analytics. One RAB study found radio ads increase search results by 29%, a compelling pitch for cross-platform campaign measurement.
  • Storytelling in Digital Ads: Apply radio’s narrative-driven approach to streaming video, online audio, podcast ads, and more. A local retailer’s ad could tell a story of a family adventure, resonating emotionally while promoting a sale.

The Roadmap for Digital Success

According to a report by The Radio Advertising Bureau (RAB) and Borrell Associates, digital revenue now accounts for 25.1% of a typical radio station’s income, up from 19% in 2022. Yet two-thirds of local advertisers don’t recognize radio as a digital ad source and still don’t buy digital products from radio stations, leaving significant revenue on the table.

RAB’s 2025 report also notes that 83% of local advertisers view radio reps as marketing-savvy, giving stations an advantage that can be translated into digital ad sales opportunities with brand-new advertisers. After all, brands that fail to adapt to new platforms risk irrelevance.

Be Strategic With Tech, Resources, and Partnerships To Win Digital Revenue

  • Train Sales Teams: Equip reps with digital skills like SEM and social media advertising. RAB’s 2025 report shows 71% of station managers rate their digital strategies positively, but gaps in expertise persist. Weekly training on digital marketing tools like Google Ads, programmatic ad buying best practices, OTT, Social Mirror Ads, and more can really help close the gap and make your reps feel even more confident in talking about digital solutions.
  • Target Digital-Only Buyers: RAB data reveals 82% of stations convert digital-only clients into radio buyers. Pitch integrated campaigns combining on-air spots with streaming video or social ads for a 360 approach can drastically increase campaign ROI.
  • Use Data-Driven Tools: Implement unique URLs or promo codes to track ad performance. Tying ads back to measurable results can not only increase campaign performance but also increase client retention.
  • Embrace Emerging Formats: Streaming video can be radio’s top digital product. Create short-form video ads for YouTube, leveraging radio’s concise, impactful messaging. As I have mentioned in past blogs, writing a thoughtful and impactful audio spot can also 100% be used in the digital ad space, and we’ve seen firsthand the power it has to lower your CPC, increase reach, and ultimately increase ROI.
  • Innovate Delivery: Combine strategies to find the best audience. Our agency executed geofencing and social media campaigns tied to radio spots to ensure precise audience and location delivery for our client. This boosted our client’s in-store foot traffic by 15% and secured another six-month digital ad contract for the station.
  • Partner With Digital Specialists: Knowing how to plan, execute, measure, and present information is the key to growing digital revenue in the long term. The best results come from balancing automation with radio’s human touch to maintain trust.

Seize the Opportunity

Radio’s digital revenue is expected to pull in more than $11 billion by 2030, and the key is leveraging radio’s attention-grabbing heritage to win these digital ad dollars. By repurposing content, proving ROI, training your teams, and strengthening your partnerships, stations can and will thrive in this digital gold rush.

Interested in discussing this further? I’m Heidi McIvor-Allen, agency owner of McIvor Marketing, LLC. As a digital marketing expert for over 16 years, I’ve built my reputation on transparency, honesty, and results-driven strategies. Want to dive deeper into digital revenue growth for your media company or a specific client? Connect with me at heidi@mcivormarketing.com or visit my website at mcivormarketing.com.

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