MARKETING Magazine Asia

Radio listenership in Malaysia continues to grow with 20.6 million people tuning into radio on a weekly basis^[1]. This provides advertisers with a unique opportunity to reach key audiences through a versatile and credible medium. Malaysians consider radio to be a shared experience that fosters human connection^[2). It is more than just music – it is a medium that keeps audiences up-to-date, engaged and feeling good.

Being versatile is one of radio’s unique points of difference. More than half of radio listeners are browsing the internet while listening to the radio^[3]. Due to its inherent nature, radio is the perfect multitasking medium and continues to have an influence on Malaysians’ daily lives and routines. Beyond in-car listening, radio is also largely enjoyed by Malaysians while relaxing, working and doing housework.

When it comes to the consumer journey from Radio to Internet, Malaysians agree that hearing things on the radio will remind them to look up something when they are using the internet^{4}. This includes visiting an advertiser’s website, talking to others about what they’ve heard, and purchasing the advertised product or service.

An example of radio as a digital multiplier can be seen in the Astro Radio x Waze partnership. The partnership began in 2014 between Astro Radio, Malaysia’s no. 1 radio network with a 79% share of listenership, and Waze, the global navigation app. At the time, Waze was new to Malaysia and it provided the radio broadcaster with a platform to easily track traffic information and pattern predictions in real-time. In return, Astro Radio reinforced Waze’s brand by crediting it after every traffic update. During this period, the navigation app experienced an increase in awareness, app downloads, and user activity.

“Astro Radio is very effective at utilising technology to engage with its audience in meaningful and creative ways. Since our partnership with Astro Radio kicked off in early 2014, Waze user growth has increased exponentially to more than 5.9 million monthly active users in Malaysia,”
said Mona Wong, Global Lead, Waze for Broadcasters.

Astro Radio also helped e-commerce platform, Lazada, amplify its key shopping sales and drive app downloads. The video below features Diana Boo, Chief Marketing Officer of Lazada Malaysia, talking about why radio proves to be an effective addition in the Lazada marketing mix.