From Radio to Digital: Acadia Broadcasting’s Seamless Blend of Tradition and Technology

Acadia BroadcastingAcadia Broadcasting owns and operates 16 radio stations across the Atlantic provinces and Ontario, with a digital reach of 400,000 listeners. Two years ago, Acadia Broadcasting launched Roundtable Digital Services, which offers a variety of services, including graphic design, branded content, social media management, and more. The name "Roundtable" symbolizes equality, constant collaboration, and an enduring relationship with clients. The addition of Roundtable was seamless for Acadia Broadcasting, as they already had experienced sales representatives with tenure and trusted client relationships.The Benefits of a Small Team and Custom SolutionsAcadia Broadcasting and Roundtable are dedicated to client satisfaction by providing tailored solutions. Whether it's radio services, digital marketing, or a combination of both.“Because we have a smaller team, we're able to create custom solutions tailored to our customers’ needs. Sometimes, these solutions aren’t even part of our standard offerings—we’ll develop something specific for a single client. Our agility allows us to find creative approaches, source the right tools or software, and deliver quickly,” said Matthew Brun.Staying Current At Acadia Broadcasting and Roundtable, learning is an ongoing process throughout campaigns. As targeting techniques become more sophisticated, the team regularly adjusts spending and tactics based on key insights. This may include refining a client's strategy mid-campaign to ensure they reach the right audience more effectively.. “Our goal is always to help customers get the most efficient use of their marketing budget. We focus on maximizing the value of every dollar to effectively grow their business and reach the right audience,” said Shelley Snoodgrass."We're constantly updating and researching new product lines and targeting techniques to stay ahead in a rapidly changing field. Over the past two years alone, targeting methods, like those involving cookies, have evolved significantly. The advantage of targeted ads is that they allow us to place an ad in front of someone who’s already considering your product or category. This provides immense value, as we focus on ensuring ads reach the right audience at the right time. For clients, this means they’re only paying for ads that connect with the people most likely to engage with their business,” said Matthew Brun.Dynamic Advertisements Acadia Broadcasting has been leveraging dynamic advertisements through radio streaming as part of a relatively new marketing strategy. Dynamic advertisements automatically adjust to each individual listener, presenting them with ads they are most likely to find relevant. Acadia Broadcasting has the capability to locate its clients’ target audiences and deliver tailored ads directly to them. For example, one person could be listening to a radio streaming service in one room, while a family member listens to the same station in another room, and each would hear different advertisements based on their unique listening profiles.Dynamic advertisements have gained significant traction over the last 18 months, and it is highly anticipated that one day, all radio stations will adopt this approach.“You’re not going to find 100% of radio stations involved in audio ad insertion right now. But over the next couple of years, it’s realistic to expect that 100% of radio stations will move into that space because they want to be more targeted and specific over time. Again, it’s all about making every dollar stretch as far as possible,” said Shelley Snodgrass.Acadia Broadcasting is well-positioned to create and deliver these advertisements in-house, thanks to its experienced team.“You used to hear sponsor-read ads, where the host of the podcast would read the ads. Now, you’re hearing more ad breaks where the ads being served, even on podcasts, are tailored to your listening profile, location, or browsing history on your computer. That level of targeting wasn’t common before, but it represents the next evolution of combining radio and digital marketing. We’re well-positioned for this shift because we have professional announcers and producers who can create high-quality ads—and we’ve been doing that for 80 years,” said Matthew Brun.Acadia Broadcasting and Roundtable are committed to innovation, client-focused solutions, and staying ahead in the ever-evolving world of radio and digital marketing. With decades of experience and a forward-thinking approach, they deliver impactful results for their clients.