Why Radio Still Works: Smart targeting and storytelling in the digital age
The media world has exploded into a maze of platforms, formats and data. Staying relevant means rethinking what you know about marketing. So how can you cut through the noise and take a more focused approach?
The media landscape has never been more complex or more full of opportunity. Once dominated by a handful of TV, print and radio channels, it’s now a sprawling web of digital, social and on-demand platforms. The shift didn’t happen overnight, but its impact has been fast. Audiences are no longer passive. They’re specific, selective and constantly connected across a mix of formats. For brands, it’s no longer about reach. It’s about relevance.
Focus on precision, not volume
Many businesses still assume media planning involves being everywhere. But we’re now seeing a shift toward being smart rather than loud. It’s not about speaking to everyone; it’s about speaking to the right people at the right time and in the right environment. With tools like Sky AdSmart, it’s possible to deliver TV ads to specific households based on real-life data, like income bracket, car ownership or garden access. You don’t need a six-figure budget anymore. A campaign can be run from as little as £3,000 and still precisely hit the right audience, with far less waste than a traditional national buy. It’s more targeted, more efficient and more effective.
And it’s not just TV. Out-of-home advertising has gone digital too. Billboards can change depending on the time of day, temperature or traffic levels. Some even link to follow-up ads that continue the conversation on your phone, while you scroll or stream. It’s no longer about grabbing attention once. It’s about creating small, joined-up moments that stick.
Audio has also quietly become one of the most powerful, cost-effective tools in the mix. Radio still reaches millions weekly, but now there’s also Spotify, Acast and podcasts. And with the rise of dynamic audio, ads can be tailored to context, like changing tone or message depending on whether it’s sunny or raining.
Meet people where they are
Understanding who your audience is and where they spend their time is more important than ever. According to Sprout Social1, 79% of the UK population is active on social media, but usage habits vary by age. Gen Z audiences now spend more time on Instagram and TikTok than on any other apps, while older users still prefer Facebook. Each platform plays a different role in people’s lives, so your message must adapt.
The rise in social commerce also means that people are no longer just browsing but buying. Thirty per cent of UK users plan to increase their purchases directly through social media this year. That means content needs to work harder. It can’t just be engaging; it needs to be clear, discoverable and, where possible, clickable.
And content doesn’t live in isolation. Some of the most successful campaigns blend platforms, formats and interactions. Someone might see your message at the train station, hear your ad on a podcast, and then tap your post in their feed that evening. Each part should reinforce the other, not repeat it.
Keep creativity at the centre
With all this focus on targeting and technology, it’s easy to forget the power of a good idea. But creativity still matters. Planning based on data is useful, but it’s not enough. The real impact comes when you use that data to tell personal and relevant stories.
Creating effective media strategies starts with asking the right questions: What business outcomes are you targeting? Who specifically needs to hear your message? And which touchpoints matter most in your customer’s journey? By mapping these elements first, you can develop a strategy that connects the dots naturally. Whether refreshing a brand, launching a campaign, or optimising social channels, the foundation should always be clear business objectives translated into precise audience moments.
Stay human in a smarter world
AI is playing a bigger role in media and marketing every day. From automating ad buying to generating content ideas, it’s helping brands move faster and do more. But it can’t replace instinct, emotion or creativity. It can support strategy, but it can’t shape it. That still comes down to people. The best results still come from thoughtful planning, honest storytelling, and strong execution. These elements turn a message into something people remember, act on, or discuss.
The challenge for businesses is deciding where to start. With so many choices, it’s easy to feel stuck. That’s why we always return to the simple questions: Who are you speaking to, what do you want them to do, and how can we make that message resonate? If you’re feeling lost in the noise, you’re not alone. The media world is more dynamic than ever, but that also means more ways to reach the people who matter most.
Not sure where to start? Let’s talk.
Fabulatte can help you reach the right audience on the right platforms with the message that matters.