The grasp the World Wide Web has over the masses is quite astounding. It’s convenient, far-reaching, and can solve nearly every problem an average person might run across in their day-to-day life. As the power of the Internet flourishes, many have come to believe that the days of classic advertising mediums are numbered. But radio was the first electronic mass media ever made. And radio continues to reach a huge number of people.
Driving around town is a difficult and often dangerous task. Especially if you take your eyes away from the road to peer at a screen instead. Radio is an effective advertising medium because it’s 100% audio-based. The advertiser’s message can resonate in the consumer’s ears with proper voice acting, sound design, and copy.
A radio ad is cost-efficient, targeted, easy to track, and extremely effective if done properly. There are many reasons why you or any business owner should use radio as a platform in an advertising campaign.
Radio is Tough
Radio has been around for years and is unlikely to disappear anytime soon. The video did not, in fact, kill the radio star. With the creation of television in the 1950s, it was predicted that radio would soon be a fossil in the media world. But radio only adapted to retain its large audience. As cleaner stereo FM radio became a thing in the early ’70s, radio never lost its touch. Today, many radio stations have used the power of social media and app-driven technology to complement their programs. Radio is a tough cookie that will not crumble as technology evolves.
Radio stations reflect the towns and cities they broadcast to. If you’re listening to a station in Southern California, you can bet that it has an entirely different sound than a station played on the east coast. The audiences of each town and city are unique. And the radio has always done a great job of mirroring the personality of the city. Radio stations that promote or sponsor local events are successful because they directly contribute to the community.
Radio stations are never cookie-cutter. There are many different formats and genres of music that appeal to specific demographics. So you can find the perfect home for your ad spot. From country, alternative rock, classic rock, hip hop, R&B, jazz, oldies, talk stations, spots, pop, and so on, there is a station that reaches your target demographic.
Finding the right station requires some knowledge of your current customer base and your target demographic. If you’re putting an ad on a station that only you listen to, you’re probably not going to get the results you want. Because your customers aren’t tuned in.
Once you have a good comprehension of the kind of people you want to target, you will be able to pinpoint the perfect station. This will help you reach a greater number of interested consumers.
Radio ads can be extremely effective because they are entirely audio-based. You never have to worry about bad camera work ruining the effect of your ad. Because a lot of what listeners get from your ad will come from their imagination. Your job is to guide them in the right direction with your message.
You can make your radio ads to be funny, touching, or irresistibly catchy. You can use sound effects to paint a picture for your listeners, and you can pick the voice talent that’s going to bring your copy to life. Whether you want to be remembered by a catchy jingle or a hilarious voice, you can get very creative with your radio ad.
Radio is a cheaper advertising medium than TV or print ads. Production costs can run high with a television ad because you have to hire and pay for a cast and a large crew that brings your ad to life. With print, you’re still hiring cast and crew to photograph your subjects. With radio, you’re worried about sound and dialogue only. Which involves a much smaller group of people.
While newspaper rates and TV ad rates have gone up (despite circulation and viewership going down, respectively), radio advertising costs remain affordable.
Radio Ads Are Effective
Nielsen Research claims that over 90% of Americans listen to the radio each week. Peak advertising times are during the morning and even commute during the week, and depending on where you are located, the lamented rush hour can be a good thing for your business as more listeners tune in for longer periods of time.
Unlike print advertising, your ad is at the forefront of everything else when it is being played. In a newspaper or magazine, your ad can be easily overlooked. If you’re looking to expand your reach in a cost-effective way, consider radio an effective advertising medium to get your message out.