Radio Advertising. This may seem a bit old-fashioned especially with the way technologies are continually growing and evolving. As countless high technology products are released continuously in the market, you might think that the radio’s audience has decreased. However, thanks to continued usage tracking and studies, that is clearly not the case.
Commercial radio has continued to reach a wide audience every week. The majority of people listen to the radio either at home, at work, or in the car.
Why is that so?
Well, radio solely relies upon only one of our senses to allow you to move into action. This may sound exhausting, but have you ever tried to not hear something? Think about it. Even when you are not paying attention. You are still basically listening. This is the reason why radio has remained an essential medium for listeners and has stayed a relevant force in advertising by using it as an audio media strategy.
Radio has gained mass appeal through the years which has helped survive the rise of music streaming, satellite radio, and podcasts. Radio has continued as one of the top primary mediums to reach a mass audience every day. But, before we discuss the numerous benefits of radio advertising, let us first understand what it is.
What is Radio Advertising?
If you have ever listened to the radio when you are on your way to work, then you probably have heard of a radio advertisement. It’s basically how advertisements on the television operate, where it fills in the break between the programs. Radio advertising is done by buying commercials to promote a product and or service. Advertisers will pay the radio stations for airtime and then the radio station will broadcast the commercial to the listening audience, simple as that.
In radio advertising, the advertiser can choose which type of commercial they want, just like how brands pursue and decide various printing advertising options or online advertising options that would suit their branding.
There are different kinds of radio advertising that an advertiser can choose from. In order for you to decide which kind of advertisement would suit your preference and needs for your brand, it is important to determine and understand each of the types first.
RADIO LIVE READS
A DJ, show host, or radio personality will read out the advert live on air. Now because the listener has already heard of that personality already, the audience is more likely to engage with it. Live read also makes your brand stand apart from others and can help the listeners remember your product or services you offer.
RADIO SPONSORSHIPS
When you prefer a more subtle approach to your advert, you can opt to sponsor the news, competitions, sports, traffic, or any of the regular programming of that station. This entails either a higher engagement with the listeners or you can reach a larger audience.
RADIO JINGLES
Notice how annoying it is to get a jingle stuck in your head? Then the radio jingle of that brand has definitely served its purpose.
RADIO TESTIMONIALS
Hearing other people’s experiences with a brand or service feels reassuring, right? It just feels more comfortable to try something new when you hear someone talk about it.
PERSONIFIED COMMERCIAL
This basically works like storytelling where the listener creates a picture in their imagination. Characters that are relatable are a must so the listener can connect with the story and make them want to find out what happened next.
STRAIGHT READ
This focuses on the advantages and important information of the brand and is usually in a monologue format.
If you haven’t decided to schedule a radio advertisement on a broadcasting station after all of this, then you probably need more convincing. But don’t worry, here are some advantages you could expect from opting into a radio campaign to help promote your product or service and let your brand be introduced to a wider and larger audience.
Reach a wider audience
Research has shown that the number of people listening to the radio is continuing to increase day by day. A lot of people have been enjoying listening to the radio either in the car or at home. This works with the frequency where you reach your audience repeatedly. There are people who stay loyal to the station they listen to, you can use this to expose your ads to the listeners and build awareness of what services or products you offer.
Target a specific demographic
An advertisement is effective when it is reaching an audience that the product or service is targeted to. Ad relevance is important to achieve a successful advertisement. People want to come across adverts that are relevant to the services they need or want. This is possible because you can choose which radio broadcast stations have the audience that will most likely avail of your products and services. From there, you can increase the frequency of your delivery to further promote your brand.
Anywhere, Anytime
Radio is a portable device. The accessibility of the radio allows the listeners to listen to the radio anywhere, anytime without any hassle. Listening can occur in places that other mediums have difficulty doing. Like how it is impossible to read the newspaper while driving.
Many promotional opportunities
A live broadcast is an incredibly difficult thing to do when using other types of media. If a live broadcast is done well, this can do wonders for your brand and can personalize your services to your targeted audience.
Influential
A radio advertisement is influential because people say that it feels like they are hearing it from a ”friend”, and as we all know, referrals are the best way to get customers. In a live read, your brand will gain credibility and sound like a personal endorsement. Carefully timing your ads can provide a real impact on the listeners.
Flexibility
Radio Advertisements do not need any production which can cause massive delays like other media. An advertisement can be up and running within a week because they take little time to make.
Affordable
Advertising through the radio also costs lesser than other types of media since it does not require any huge productions. This requires fewer resources compared to other media while still reaching the same or even wider audience than some.
Reflects your local community
Radio is done live through local channels so it reflects the community. People often tune in to the radio whenever they want to find out what is happening to the community like special events, traffic updates, the weather, or sports and entertainment. The radio personalities create lasting connections with their audience which you can use to your advantage. The trust the audience has in these influencers will benefit your brand and helo strengthen their loyalty to you.
There are more benefits you can gain from doing a radio advertisement. This is an effective strategy you can use to help promote your services. However, it is important to figure out the best broadcasting stations that would align with your brand and vision to make sure that you all have the same goal in mind.
With the continuing success of radio broadcasting, businesses should continue to see it as a top medium to promote and advertise their brand because the advantages and benefits are continually growing day by day.
If you’re ready to talk about how radio can benefit you, contact us today!
