Gone are the days when you could visit your local radio station, record an ad, and reach thousands of potential customers. At least, that’s what you might think. Believe it or not, radio advertising is far from dead! According to Nielsen’s 2025 Annual Marketing Report, radio still delivers mass reach among key demographics, particularly older listeners and certain industries. A study done by the Radio Advertising Bureau also revealed that radio ads generated an average 29% lift in Google searches. Plus, the radio offers unbeatable frequency and reach, especially during the morning and afternoon hours when people are commuting and from work. Oh, and did we mention that it’s one of the most cost-effective advertising mediums out there? If you own a business in Denver, you might be wondering how you can use the radio to get the word out to potential customers. Well, what if we told you that we can blend traditional radio advertising and digital retargeting to create a truly one-of-a-kind marketing campaign for your business? One that will boost both brand awareness and your conversion rate? Here’s how!

What Is Digital Retargeting?

Digital retargeting is a marketing tactic that can help you reach customers who interacted with your brand without taking any action. It can take many forms, including email, SEO, site, and display retargeting. According to Laura Aranda Rivera, a data steward at Leadtech Group, retargeting is “one of the most effective advertising techniques at the conversion level.” Just a few of the many benefits of digital retargeting include:

• Brand search lift: One Comscore study found that retargeting ads not only led to a 1046% increase in branded search, but also a 726% lift in site visits.

• Higher conversion rates: Retargeting can boost conversion rates to the tune of 150 percent (per 99firms).

• Cost-effectiveness: No one likes wasting money on ads! Fortunately, digital retargeting tends to be more cost-effective, as you’re pitching your products to an audience who has already shown interest in your brand. If you want a return on your investment (and a happier wallet!), then a retargeting campaign might be just the thing!

Why Should You Pair Digital Retargeting with Radio Advertising?

Combining radio and digital retargeting can grow your brand in ways you never thought imaginable! Multi-channel, integrated campaign combines the best of both worlds, letting you reach potential customers across multiple mediums. For example, let’s say that you own a small business in Denver that does lawn care. If you record a few high-quality radio ads, a commuter might hear about your lawn care business on their way to work and Google your business. If they don’t take action immediately, then a few retargeted ads can entice them back to your website, turning their click into a conversion. It’s really that simple! Remember, the radio still reaches up to 92% of U.S. adults every week. This means that its reach is larger than that of TV, smartphones, and other devices. (Yes, really!) In fact, studies have proven that businesses that incorporated both digital retargeting and radio ads into their marketing strategy saw an average sales uplift of 23%!

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What About CTV Advertising?

CTV (connected TV) advertising is simply when you deliver ads to customers via smart or TVs that connect to the internet through devices like Roku or the Amazon Fire Stick. These days, over 67.5 million households in the U.S. use smart TVs, making CTVs a fantastic place to advertise! Plus, CTV provides real-time performance metrics, like audience reach, frequency of exposure, and even attribution data (LiveRamp). Not only is CTV a fantastic platform for retargeting, but it’s also ideal for sequential messaging. That refers to an advertising strategy where you can use a series of ads to tell a “story” about the products or services your Denver business offers. This can get even more eyes on your brand and keep your business at the top of customers’ minds–the perfect recipe for conversion! 

Why You Should Choose Salem Surround for Denver Business’s Integrated Marketing Campaign

Did you know that Salem Surround is affiliated with several Denver-based stations? Our four partner stations cover everything from politics to faith. We even boast a Spanish-speaking station that can help you reach the Latino community in Denver! We’ve got our finger on the pulse of Denver’s regional market, so we know exactly how to finetune your campaign to reach potential customers in your community. But that’s not all we offer! Salem Surround also uses precise audience targeting and cross-device ad delivery to get your ads in front of customers in Denver and beyond. We’ll make sure you get those oh-so-important impressions and leads, whether you own a cute boutique or a real estate firm! So, if you’re ready to harness the power of the radio and digital retargeting for a full-funnel media strategy, don’t hesitate to contact Salem Surround today! 

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