The only thing worse than having a great commercial buried 10-deep in a commercial pod, is having a bad commercial at the start of that pod. There’s only one way to keep listeners engaged in your clients’ commercials: make sure they are great-sounding commercials no matter where they land.
At Radio Ink’s Forecast 2020 on Wednesday, Advertising Benchmark Index President and founder Gary Getto presented results from a study his firm conducted. The data showed that when the creative is strong, radio is just as effective as any other medium. Getto provided Forecast attendees with a list of six best practices from his research study.
#1) The most effective radio ads use simple voiceover with minimal background effects.
#2) Radio is an intimate medium; have a conversation, don’t shout.
#3) Communicate benefits.
#4) Brands need to be the “hero” of the storyline; not a mere mention.
#5) Brand mentions should be early in the ad with multiple mentions. The first five seconds matter.
#6) Length improves creative, but not dramatically; match length to relevant content.