These days, people spend A LOT of their time online browsing web sites and searching for information. In fact, the average person spends more than 100 days per year online.  Investing in online radio ads is an effective way to reach potential customers. By now, you may already be familiar with online advertising. Simply put, this medium makes use of the internet to deliver marketing messages to customers to gain traffic and sales.A

Online radio ads are one of the major branches of online advertising. These ads target web or internet radio, which involves streaming media. This method of advertising spans such areas as sports, talk, news, as well as many music genres. Internet radio also gives listeners a chance to stream or download audio.

Not only are online radio ads fast, but they also generate trackable results. This type of advertisement has rapidly evolved and is now an effective medium to reach your target market. Radio ads feature distinct advantages over other methods of connecting with your audience and developing trust.

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This post was updated in May 2021

What are Online Radio Ads?

You may think that radio is dead. While there are individuals who have chosen to let go of their traditional radios, many people have tuned in to podcasts, music streaming, and online radio programs. Those who listen to these programs encompass all generations, ethnicities, and demographics. This trend has paved the way for radio stations and ad agencies to secure a steady revenue stream using this medium.

Internet radio uses computers and mobile phones. In between songs and talking segments, the operators or DJs play ads, which earns them revenue. This opportunity is where you can place online radio ads tailored to promote your business and products.

Online radio ads are particularly effective at reaching target customers aged 12 to 24. People aged 55 and above are also increasing their usage of online radio. This trend should come as no surprise since internet radio provides people endless opportunities to listen to music. While traditional radio stations can also be heard up to 100 miles in range, internet radio can be accessed anytime and anywhere.

How to tailor Your Online Radio Ads

Online radio ads can make or break how your customers see your brand. But before you submit your ads to online radio stations, you first need to make your script and record your ad.

Just like ads played on traditional radio, you should perfect your techniques if you want to stand out in the heavily saturated world of online radio ads. Here are things you must keep in mind to ensure your radio ads achieve your desired results.

Format and simplicity

When it comes to creating radio ads, delivering a simple and clear message is vital. If you try too hard to deliver many points in your advertisement, your message will become muddled. Because of this, the effectiveness of your online radio ad will be compromised. Use great copywriting to keep your message short and concise.

Be authentic

Many people listen to online radio as they are driving. In the span of a day, your audience will hear tons of  radio ads that ultimately get forgotten. One of the best tips that can make your online radio ads stand out among the competition is to generate original and authentic content. Do not rehash old material. Keep creating new content so people will never get tired of listening to your ads.

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Use emotion and logic

Just like other ads, it is crucial to know how to appeal to the emotions and logic of your audience. Many people decide to purchase something because of one or the other. Most of the time, customers are driven by their emotions but use logic before making purchase decisions. An effective radio ad uses these two factors effectively to persuade consumers and encourage purchase behavior.

Use visual cues

You may think that since you won’t be able to post photos or videos, there’s no way you can paint a picture in your client’s head using radio ads. The beauty of online radio ads relies on its flexibility. If you want to engage listeners, you should use words and sound effects to generate your desired image. Once you succeed in doing this, the ad will stick more in the minds of your target audience.

Keep your audience in mind

No matter how good your business’ online radio ads are, they won’t work if they do not appeal to your target customers. When it comes to making ads, it is better to tailor your message to a specific group of people. If you try to reach everyone, it will likely fail to grab the attention of listeners.

So focus on forming a connection with your customers. Remember that your business should be relatable, and this can only happen if you don’t try to please everyone.

Don’t forget to add a call to action at the end of your online radio ad. This way, you will compel the listeners to buy your product or service. The offer, or call to action, does not need to be complicated. It can simply be a phrase that is easy to remember, such as “get it now,” or “call us today.”

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6 Compelling Reasons Your Business Needs Online Radio Ads

Now that you know how to make your online radio ads appeal to customers, you need to consider the benefits you can gain from their use. Specifically, there are six important reasons to include online radio ads in your marketing strategy.

1. Adds personality to your brand

Radio ads provide consumers an interactive experience with your company and products. Radio uses the human voice so that your customers can more easily listen to and respond to your message. So instead of seeing your brand name and associating it with an image, your radio ad can build something that relies more on attitude and personality.

Most people believe that the human voice can help establish a connection with others. Even radio personalities can be used to promote a brand. When you add music, jingles, and other elements to your online radio ads, you can create a distinct image in the minds of consumers.

Through online radio ads, you will be able to craft a story in your marketing strategy that encapsulates what makes it unique. When online radio ads are played at a high frequency, it becomes more memorable to consumers.

2. Wide reach

From 2002 to 2019, the total digital advertising revenue in the U.S. increased from 18 million to 949 million. The reason behind this incredible growth is the number of people who listen to online radio is also growing.

Marketing is ineffective if you target an inactive audience. With an online radio ad, your customers can hear your message as they tune in to their favorite program while they are in their car or at their desk. This method is an incredibly cost-effective way to grow your business’ traffic organically.

3. Online radio ads are affordable

All businesses hope to achieve a high return on investment (ROI) for every dollar they invest in marketing. Because online radio ads are very affordable, you can realize excellent value. The cost of your radio ad depends on its frequency, length, and the time of the day it is aired. The cost also varies depending on the time of year. For example, airtime costs more during the holiday season and different programs. Find the perfect time of day and year to grant you greater visibility that suits your budget.

Online radio ads do not need as many resources compared to other kinds of ads that require video equipment, set rental, and actors. Despite their relatively low cost, online radio ads can still reach a broad target audience.

If possible, you should pay extra to get the prime advertising spots. This step ensures that your ad will reach the intended audience. Doing this technique will also help increase your ROI.


4. Target the right customers

A primary advantage of online radio ads is that they do not only reach a lot of people; they also target specific customers and markets. When you choose the right station, you are able to grab the attention of your customers. And by increasing the frequency of your ads, you can build brand awareness and loyalty quickly with the right audience.

5. Online radio ads provide measurable results

One of the biggest benefits of online radio ads is that they can be measured on a day-to-day basis. Compared to magazine and television ads that take a long time to track, radio ads played over the internet can be analyzed and managed immediately if it is not performing as expected. This flexibility is a significant advantage, especially for small businesses that cannot afford to pay for airtime of ineffective ads.

6. Great for web-based businesses

The increasing number of online radio stations and programs has positively affected opportunities for web-based companies. Online radio ads mostly feature a banner which potential and current customers can click. This banner will take consumers to the website of the brand. This method is a simple and cost-effective way of getting customers to your website.

Use Online Radio Ads to Reach Your Business Goals

You and your company want to be present everywhere your customers are.  An effective marketing strategy makes use of a myriad of mediums to increase visibility.

Online radio ads are the perfect way to fuse two successful marketing strategies – radio and the internet. All businesses should take advantage of the potential of online radio ads to reach consumers effectively. This medium grants you a creative, interactive, and cost-effective way to reach your desired customers.

Although all companies can purchase audio airtime for their advertisements, not all businesses tailor their message in the most effective way. If you want to maximize this medium, remember the tips above.

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