The smartest marketing plans don’t choose between old and new — they blend the best of both.
In my last blog, Old School Media – New School Tools, I talked about the evolution many of us in traditional media are going through — learning to sell digital solutions alongside the radio, print, and out-of-home tools we’ve trusted for years.
This post builds on that idea — and digs into why merging radio and digital isn’t just logical, it’s powerful.
One of the biggest hurdles I face today isn’t clients leaving radio for digital — it’s clients who are confused about why their trusted radio rep is even talking about digital at all.
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It’s not tangible.
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It’s not familiar.
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It’s not something they’ve built a relationship with the way they have with their local radio station.
But that’s exactly why we need to have this conversation.
Because the reality is: Radio and digital don’t compete. They complete.
Radio builds awareness and trust. Digital captures intent and drives action.
Used together, they help businesses show up more often, in more places — with a message that sticks.
As I’ve said before: Selling digital is like selling traditional media — only different.
And now more than ever, selling both together is how we get our clients the results they actually want.
Smart Pairings in Action
How one HVAC company warmed up their leads with radio + digital.
Let’s say your client is an HVAC company preparing for the busy winter season. They’ve always relied on radio to stay top-of-mind — and it works. Their name is familiar. People know their jingle. But this year, they want to generate more web traffic, more inquiries, and more leads.
So you introduce a few digital tools to support their radio campaign — not to replace it, but to extend its reach and impact.
Radio + Display → Reinforce the brand visually
While their radio ads create awareness during drive times, display ads follow the listener online. People hear about winter furnace checkups during their commute, and later that evening, see a matching visual ad while browsing the news or checking the weather. That repetition builds trust — and familiarity drives clicks.
👉 Display ad recall increases by 59% when paired with another media channel (Neuro-Insight, 2023).
Radio + Social Media → Start a conversation and spark sharing
Your client posts a behind-the-scenes video of their winter service team prepping for a cold snap. You launch a sponsored post campaign on Facebook and Instagram, helping them reach local homeowners. Radio drives awareness, while social builds engagement. People start tagging neighbours and commenting about their own heating issues.
👉 Integrated social and traditional campaigns increase engagement by up to 48% (Nielsen, 2023).
Radio + Connected TV (CTV) → Surround the audience with sight, sound, and motion
To deepen the campaign, you run CTV ads featuring a short video about their 24/7 emergency furnace services. These ads reach cord-cutters watching on smart TVs, streaming local content via Crave or other Canadian ad-supported platforms. Combined with radio, the messaging surrounds the audience in different formats and times of day.
👉 Brand recall jumps by 34% when CTV and radio are used together (ThinkTV Canada, 2022).
Radio + Streaming Audio → Extend reach with the same creative
Your client’s radio spot is already produced and running — so why not cast a wider net with streaming audio? You repurpose the exact same ad and run it on platforms like Spotify, TuneIn, and iHeartRadio. Now, in addition to live radio listeners, the message reaches people streaming playlists, podcasts, or audiobooks during workouts, walks, or weekend chores. It’s seamless, cost-effective, and helps increase frequency without extra creative effort.
👉 Streaming audio campaigns paired with radio increase message reach by 35% (Edison Research, 2022).
Radio + SEM (Search Engine Marketing) → Be there when they’re ready to act
After hearing the radio ad twice in a week, a homeowner wakes up to a chilly house and searches “furnace repair near me.” Because your client is running Google Search ads, their business shows up first — and the customer clicks. The radio ad made them remember the name, and SEM closed the loop.
👉 Consumers are 2x more likely to click a search ad if they recognize the brand (Google/Ipsos, 2022).
The Power of Pairing
Radio and digital aren’t competitors — they’re partners. Each medium plays a unique role at different points along the buyer’s journey, combining to create a seamless, integrated experience for your client’s audience.
Radio builds the foundation by sparking awareness and trust through compelling audio storytelling. Digital then steps in to engage listeners more deeply during their research and decision-making phases, offering clickable, measurable touchpoints that guide prospects closer to conversion.
When paired strategically, radio and digital amplify each other’s strengths, surrounding the audience with consistent messaging that keeps your client top-of-mind — no matter where they are in their buying journey.
This integrated approach not only maximizes reach and frequency but also delivers the kind of results today’s informed, multi-channel consumers expect.
Why It Matters: The Buyer Journey Has Changed
Fifteen years ago, hearing an ad on the radio and asking your neighbour might’ve been all someone needed to walk into a store or pick up the phone. Today, even loyal customers take a few extra steps. They’ll Google the business name, scroll through reviews, browse the website, or check out their social feeds — sometimes all within a few minutes.
That’s not hesitation. That’s how people buy now.
Research from Google shows that 53% of Canadians consult multiple online sources before making a purchase — even for everyday products. For big-ticket items or service-based businesses like HVAC, home renos, or legal and financial services, the research phase is even longer and more involved.
Which means being there once isn’t enough. You need to be present throughout the journey:
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At the awareness stage — radio builds trust and recognition — often the first spark of interest.
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During consideration — SEM, social, and display reinforce the message and help answer key questions.
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At the decision stage — retargeting and brand familiarity can be the nudge that turns a search into a sale.
If you’re only offering your client radio, you’re only showing up for one part of that journey — and missing the chance to guide them all the way to the sale. Radio can spark interest, but without digital follow-up, there’s no easy next step for a curious customer to take.
Pairing traditional and digital isn’t just more complete — it’s more effective.
The goal isn’t to overwhelm — it’s to surround. To show up in all the right places, consistently, so that when the customer is ready, your client is the first name that comes to mind.
That’s the real power of pairing digital and traditional media.
Let’s Talk Strategy
As a Vista Reach sales executive and digital sales trainer, my goal is to empower our sales reps with the tools and knowledge to confidently guide advertisers through integrated radio and digital campaigns.
If you’re a Vista Radio sales rep looking to strengthen your digital offerings or want a walkthrough of how to build a winning campaign, I’m here to help — whether that’s through one-on-one coaching, group training, or strategy sessions.
And to advertisers visiting this blog, if you’re already working with a Vista Radio rep, they’re your first point of contact to develop the right plan for your business. If not, feel free to reach out, and I’ll gladly help craft a custom strategy that fits your audience and goals.
Together, we can create powerful campaigns that meet today’s multi-step buyer where they are and deliver meaningful results.