Advertising has taken on many forms. It has continued to evolve, as new ways in which content is being consumed have led to new opportunities.
However, two types of ads have remained for as long as many can remember: radio and video.
Both offer advantages, but it’s possible to argue that one is more effective than the other – or is it?
Radio Ads: How Effective Can They Be?
History suggests radio ads have been broadcast since 1893—some 131 years ago. It’s a medium that isn’t going out of fashion any time soon, but it has developed and evolved significantly.
Today, it’s possible to hear these types of ads in three ways:
- As commercials between a program’s break
- As sponsorships for particular segments
- As part of a live read from a presenter
Findings have revealed that 89% of the UK population (15+) and 92% of Americans listen to the radio. This makes it possible for advertisers in both countries to reach millions of potential customers. Radios are extremely accessible, and because of their portable nature, they can be listened to almost anywhere.
Video Ads: Their Effectiveness
Video content is the primary choice of entertainment for many. TV shows and films have always been popular, but with the invention of YouTube and TikTok, video consumption has only grown.
Marketers have, therefore, observed this trend. They have shifted their focus and have begun targeting their advertisements especially on the internet. They can be able to select the appropriate audience that they wish to target with their adverts to make sure that they get to the right people who might be interested in their services or products. The internet for video marketing is better than television because it’s more accurate and less costly.
Of course, this method can reach more people. It is estimated that more than 3.3 billion people watched video content online in 2024, with 89% admitting it was their preferred marketing strand.
Creating the best ads for both radio and video
While both offer pros and cons, marketers won’t be successful if they don’t create the best ads. They need to take into consideration a myriad of factors:
Voice Used
The voice can make a huge difference in whether an ad is successful. The message could be lost if the voice over artist isn’t clear or doesn’t pronounce the words properly. If they are clear and have direction, such as sticking to a theme, it can engage listeners in what is being advertised. At the same time, it can make the commercial memorable if the voice used is distinct.
Short and Sweet
Both mediums should keep their ads short and sweet. Hardly anyone likes seeing or hearing the ads when they watch videos or listen to the radio. They do so because they want to be entertained by the shows that are on. Ads that keep things short and to the point can be highly impactful, as they may create intrigue or appeal to the audience. An ad that goes on for too long becomes boring, leading to people to skip or switch off.
Focus on the Benefits
Through the creation of a short advert, the advertiser can highlight on the benefits or solutions they have for the consumers. They are not able to waste time on the preliminary considerations and start to procrastinate on different issues. This will be very relevant to your audience because they would want to know the reasons why something may be of benefit to them.
Create a Story
Often adverts are a good way of reaching a large number of people. Thus, a story can be generated which may help in increasing engagement. A story that people can easily relate to can make them feel that they have to buy whatever is being offered to them and this increases the chances of making a sale. However, it has to be short and simple; still, if it can achieve all this in a few seconds, it can be a good ad.
Final Words
Radio and video ads have existed for a lifetime and will continue to exist as long as these forms of media are popular. The biggest issue marketers will encounter is creating an effective ad, but as long as they do that, it may not matter which medium they choose; each can reach millions worldwide.
