There has been a great deal of recent news reports of online advertising coming under a barrage of scrutiny, particularly with online media giant Facebook facing accusations of digital advertising fraud. Studies show that nearly 60% of online advertising budgets fall victim to online fraud, including bots, minimal visibility, and “intentional misrepresentation”.
These events have led to many businesses and ad agencies realizing the importance and trustworthiness of traditional marketing channels. And one channel that is seeing a real boost of late is radio. In fact, a report from Standard Media Index shows radio ad spend jumped 15% in February of this year, and other studies reveal that for every dollar spent on radio advertising, there is a $12 return in sales.
Radio advertising clearly has something going for it. Here are some tips on how any business can make radio marketing both effective and lucrative.
Placement is Critical
When it comes to the medium of radio, the word “frequency” has two meanings. One refers to electromagnetic radio waves, and the other refers to what is needed for advertising to make an impact. Studies show people need to be exposed to a radio ad at least three times before it resonates with them. But high frequency of ads is pointless if they are not reaching the right people. It’s important to ensure commercials are being heard by those who are most likely to take action. Many businesses know that certain times of the year are best for them, like fitness centers that heavily advertise at the start of the year, or formal wear shops advertising around prom season. However, thanks to modern tools such as call tracking, businesses can have access to detailed information that will allow their radio ads to connect with the right demographics any day of the year. Combining a high frequency rate with smart ad placement can lead to amazing outcomes for any radio ad campaign.
Content Can be the Deciding Factor
Once the decision of when and where to air the ads is made, the next step is figuring out the content. Considering radio commercials tend to be rather short, and listeners are constantly exposed to numerous commercials, it is vital for a business to ensure its commercial both catches the listener’s attention and stays with them afterwards. Remember that since there is a limited amount of time, it’s important to get right to the point and not clutter the message with too much information. Instead, immediately get the listener to take notice by identifying the product and what problem it solves or need it fills right away, and how it stands apart from the competition. And ensure the ad makes a lasting impact by including a strong call-to-action that they’ll remember, like an unforgettable vanity 800 number. This way, no matter when someone may need a specific service, they’ll recall not only a particular commercial they heard on the radio, but immediately know how to contact that particular business.
Nearly 250 million people listen to the radio each week, with an average listening time of 2.25 hours per day. With these numbers, it just makes sense to not only make radio advertising a prime part of any campaign, but also ensure each commercial yields the desired effect. The results are well worth the effort.