In India, commercial radio stations make most of their revenue by selling airtime to be used for running radio advertisements. These advertisements or commercials are result of a business or a service providing a valuable consideration. Usually money is exchanged for the station airing their commercial or mentioning them on air. The most common advertisements are Spot commercials, which normally lasts for not more than one minute, and long programs running up to one hour are ‘infomercials’.
Qualities Of A Perfect Radio Commercial
A good advertisement involves the engagement of customers as well as its team of thought developers. A proper research and development must be done according to the latest trends and happenings of society and ad must be transformed according to it to keep the audience engaged into it. An ad that is being made or revised in accordance with the activities, comings and goings of the society and transforms its packages or deals according to the situation is considered as a comparatively well established and successful brand and gets more attention of the customer.
Value your targeted audience
Radio stations on the Internet offer listeners much more than just music. Whether you enjoy live radio coverage of your favorite sport or you’re looking for online radio stations that offer broadcasts of all-time radio shows, you’ll find plenty of web radio options to choose from.
Since your audio advertisement will be played between music therefore it is the key point for publicizing your ad that it must not disturb the listening experience. Choose a proper sound format, background music and a sweet voice over to make the ad tolerable for the audience. You must be aware of the likes and dislikes of targeted audience in order to gain their interest.
Know your Listeners
The audio ad must be affiliated enough with the targeted audience that is you need you convey your message to the right group of people. For example displaying an ad on old age balance walking stick in a fun and interactive radio show would be a complete disaster and it will probably ruin the mood of listeners which will consequently decrease the sale rate of the brand despite of increasing it via radio ads.
To make the ad more powerful and worthy of the precious time of the audience then make it according to the rules of Demographics. For example If a person is living in Mumbai then you can surely call out the name of the city in your spotted ad to gain the attention and interest of the listeners. Making advertisements that fulfill the demographic requirements will surely attract more customers towards it as they will consider it specially designed for them.
Deliver A Clear Message
You must be clear and precise in recording a good audio ad that could deliver a perfect message comprising of deals and discount packages to attain listeners attention. Since users will be unable to look upon the brand’s accompanying image during the ad so it must be engaging enough to retain itself in listener’s memory. Take a stab at keeping away from productions, jokes and tributes that make it hard for clients to interface with your image.
The world is full of competing brands therefore to promote a brand and increase its sales rates you have to be precise and clear in your words and provisions of that brands for customers. To make your brand extra cheesy and attractive you must include some discount packages or promo codes in order to gain more customers towards your brand.
Radio publicizing takes care of issues. Those issues are the customers that you must deliver a message that you are well aware of their pains and problems and you are the one who could resolve it. Clarify that you truly sympathize with their agony and you have the power to overcome or resolve their problems.
Radio is a direct way of delivering the content provided by advertising team. It gives a straightaway message to the listeners who are already paying attention towards their favorite music listening channel. Therefore the radio commercial script must be perfectly data driven that means it allows you to know many things about the users i.e. age, gender, location and their most rated songs.
Interactive Opening Line
A good radio commercial must include an opening line that delivers a clear cut message that what exactly is this ad about. People must get clear in the first 5 seconds of a commercial that what they are going to listen and grasp.
Lesser noise interference
There is something that is comforting and timeless about listening to talk radio programs. The elimination of all the “visual noise” from TV lets you really focus on what’s being said. And it’s funny, even though it’s just voices being heard through a box, it’s amazing how easy it is to connect with the people and the issues via radio. Therefore it must be less noisy to deliver the message fluently.
Know The Competition
Recognize where you stand in competing with other products and brands in the market. One must be reliable enough in providing the related or even much more facilities to the customers to attract and diverge towards them in the competing market. This means understanding the frequency and type of their ad development, packages and deals they are offering and some key factors showcased on there product.
Know The layout
Now the grand research work has been done and it’s the time to decide the actual format of the advertisement that needs to be on aired.
Different products of various brands need completely different kind of ad displaying time formats. Lesser time taken by the advertisement is comparatively cheaper and more accessible to the people as it is more likely to be reached to the people.
Format and set-up design of an ad must be known enough that whether it needs to be announced by the host, on aired in between a live music show or in between a selected playlist program. If you are running a limited time program then live ad is preferable for you as it can attain more attention of the targeted audience.
Benefits Of A Good Radio Commercial
Live radio shows inspire us to use our imaginations to visualize what’s being said. While this is not intended as an argument for radio over TV programming, radio shows do require more engagement and are more stimulating for the mind. If you don’t pay attention and think about what’s being said you’ll miss the whole premise of the radio show.
The world of radio broadcasting is very diverse, providing programming for all sorts of needs from music, talk & news radio, and sports discussions, to traffic and weather radio. Many music radio stations provide their listeners with local news, weather, and traffic updates every hour, but often, weather and traffic patterns change at the drop of a hat. Listeners struggling to escape the big-city traffic gridlock are better suited tuning into a talk radio program that provides weather and traffic updates at least every ten minutes.
- Radio commercials can be tracked from inception to close.
- It can be guaranteed that someone actually heard your ad. Not only did they hear your ad, but we had their complete undivided attention.
- An exact IP address and website is well known from where they came for better tracking.
- Exactly what time of day the ad spot is heard for better tracking.
- We know when they left that site if they went to another site on our network for better tracking and sales conversion.
- By fine tuning your ads, not only does that drive up your sales conversions per ad, but it also allows you to change your website to convert better as well.
- Audio name recognition instills loyalty for future sales.
- Audio ads will have a much higher conversion rate than Radio or Television
In short, a perfect radio commercial depends on many involving factors and criteria that needs to be fulfilled to attain an undivided attention of the listeners. From demographics to the right script and from recognizing the format to knowing the targeted audience, an Ad is all you need to market your brand and its technicalities.