Radio Advertising

[jamesb]

Hi guys,

A lot of people listen to the radio in the car on the way to work so I feel that radio advertising can be a good idea for many local businesses. Have you ever tried advertising on the radio?

[keyaudioads]

We've done research into various advertising channels, radio being one of them.

The thing with radio advertising is that the consumer (the person listening to the ad) is rarely in a position to act on the advertiser's message. As you say they could be in a car where their attention is on driving. The radio is there for background noise/music, and a lot of people switch channels when commercials come on, which is made even easier since radio controls are on the steering column of most cars these days. Even when a consumer hears an ad that appeals to them, they must make a conscious effort to remember it so they can take some action when they arrive at their destination. That could be making a phone call, visiting a website etc.

I'm going to do a bit of trumpet blowing here, so apologies in advance. Our ads (keyaudioads) address many of the issues other advertising media cannot.

We play and display interactive audio-visual ads to websites across our network, and we know to a high degree of certainty the people watching and listening to our ads are paying attention. We know this because it was them that entered the URL to that particular site, or clicked a link to reach it. So when the web page opens, they’re looking at the screen and have a mouse and keyboard to hand. That means, if the ad appeals to them, they are perfectly positioned to click the ad, or press a keyboard key to visit the advertiser and look at their offer. In other words they are ready to answer the advertiser’s ‘call to action’.

In a sense, our ads are like mini TV commercials that the user can control.

Radio advertising works for some businesses, but consumers have to hear the ad many times before they remember the brand, or product etc. This is expensive especially at prime slots. Our ads are inexpensive and can be scheduled to play whenever the advertiser wants, and to a specific audience.

So whilst I see radio advertising can work, it is expensive, relatively inflexible because it takes time to change your ad, requires a lot of repetition and its impossible to be sure that the audience hearing your ads are paying attention to what you’re saying.