Brands Need to Join the 21st Century and Tap Into Radio Advertising

The audio market is booming, but it's often considered outdated and irrelevant

Audio strategy is not fully utilized despite the massive audience that still tunes in. Getty Images

If you put a bunch of advertisers in a room and asked them what they thought of traditional radio, they’d probably say it’s “old school,” “difficult to buy” and/or “on its way out.” Although it is true that advertising has seen a massive digital transformation in the last decade and audio innovation hasn’t entirely kept up with the times, that statement is false.

Jateen Parekh is the chief technical officer and co-founder of Jelli.