What is Radio Advertising?
This may seem like a silly thing to address in the 21st century, but it’s a valid question because radio advertising is no longer limited to traditional broadcast technology. As you’ll see below, the “radio ad” can be found in podcasts and music streaming services. A 2020 report on smart speaker home assistants even shows that 42% of daily commands are to play radio stations.
Simply put, radio ads are being heard through more modern channels and it’s time for a modern answer to the question “What is radio advertising?”
The modern definition of radio advertising is the use of short-duration audio ads inserted throughout audio content in any number of ways, including traditional radio, music streaming services, podcasts, and more.
That is all to say radio advertising no longer refers to just audio broadcasts. The long standing marketing tactic is now representative of a broad style of audio ad that transcends the traditional use of radio.
As you’ll see throughout this post, the traditional aspects of radio advertising are still vital to its success. They remain time bound and short in duration, call to action-driven, and provide a chance to make something memorable through repetition. The best practices for crafting a radio spot are founded on the broadcast use case, but it turns out that recipe is hugely successful for any radio-style ad across your multi-channel marketing mix.
From a small business advertiser’s perspective, an average 30- or 60-second radio ad offers a golden opportunity to tell a story, impact a listener on an emotional level, reinforce a brand’s identity and value, and clearly state a call to action.
We walk through the 7 best practices of radio ad copywriting and how to choose the right voice actor for the job in the next post of this mini series. Subscribe to the blog to get notified when it’s published! Want to get a head start on your radio advertising campaign before the next release? Create your Voices account today.
Sharp Minded Solutions
You can do many things besides advertising to market your consulting services. In fact, advertising is usually the last promotional method consultants use, because it is expensive and too diffuse to reach their target markets. Instead, consultants usually rely on ``expertise marketing,`` which is done in a hidden marketplace that places great emphasis on trust and relationships. Advertising on the other hand is really all about creating brand identification and is therefore usually confined to products where trust and relationships are not as commonly required.
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