Simply Here To Stay: How Businesses Harness The Power Of Radio Ads Today
In the world of today, the digital medium and digital advertising have effectively gobbled up a huge chunk of the advertising market. This does not mean, however, that radio ads no longer have any power in today’s world. In fact, for every $1 spent on radio advertising, companies receive $12 in return sales, according to the data of Nielsen Catalina Solutions. To that end, how do businesses harness the power of radio ads today?
Emphasizing Benefit Orientation
Depending on the sort of radio station, the cost of a sixty-second Radio Ad can range from $3 to $500, based on the data of WebFX. The fee for multiple airings can vary, so it can become quite expensive over time. So companies or brands that make use of radio ads need to make sure that the listeners understand what they have to gain from the subject of the ad itself. This is what’s commonly called consumer benefit orientation. Instead of talking about the values of the product, it’s important to answer the question, “What’s in it for me?” This helps to catch the attention of listeners and have them ponder the merits of the ad long after it’s been heard.
Widening The Scope Of Range
Each radio station has its own scope of range, so the number of people who get exposed to the ad may vary. So other options like ham radio or amateur radio needed to be entertained in order to widen the range of ad exposure. There are nearly 900,000 ham radio operators across the US, based on the data of Hamdata. Depending on the sort of radio that the operator uses, the broadcast can be crisp and is able to transmute and pick up a wide range of signals. Amateur radio operators also have the freedom to be mobile, which allows their broadcast range to be wider than most. Ham radio users greatly benefit smaller brands that don’t have much in terms of advertising money.
In the field of advertising, timing is pretty much everything. In order for radio ads to be effective, the brand needs to understand the listening schedule and exposure of the market they aim to target. For example, companies like Dunkin Donuts play ads across several platforms during the mornings when people are just starting their day. Home Depot time their ads for the cusp of the weekend, when people are primed to do their errands. So companies harness the power of timing to drive home the efficacy of their radio ads. Should a brand want to get the most out of their radio ad money, they need to have an intimate understanding of their audience in order to play it during prime hours.
Despite the increasingly digital direction that the world is taking, radio ads will continue to play a fixed part in promoting brands and enticing consumers. Of course, it takes a carefully crafted ad to really be effective. So for those aiming to tap into the power of radio ads, it would help to keep abreast of the sort of techniques and approaches established brands make.