Non Intrusive Radio Advertising, Part 1

Non-intrusive radio advertising can actually be achieved. To do so however, advertisers, ad agencies, and broadcasters must take a different approach and open up their thinking. Everyone in the equation must understand that intrusive advertising techniques are not working.

Today’s radio listening audiences are no different than other media consumers. They are media savvy and want information, not hype. They want to hear relevant and compelling information about subjects of interest and need. They want to be engaged both intelligently and emotionally.

So how do you transform intrusive commercials into engaging content?

Here are a few thoughts:

• Advertisers: Gain credibility with your target market by delivering relevant and compelling information.  Focus on providing updates on products and services rather than hyping sales.

• Ad Agencies: Create commercials which blend with the context of the radio programming. The tone and dynamics of the commercial content should match the music format of the radio stations and the lifestyles of the listeners.

• Production Directors: Producing engaging commercials is a craft – it takes talent and commitment to the process. Focus on producing creative content, don’t just add sound effects and edit voice overs.

• Program Directors: Savvy radio listeners long ago figured out when you run advertisements.  That’s because you run them at the same time as every other radio station in your market. Time to revisit that programming clock.

• General Managers: Stop having Sales Reps write copy for local advertisers. Good copywriting makes an impact. Poor copywriting is just bad radio.

• Sales Managers: Consultative selling is about the client’s needs and meeting those needs with solutions. Not every client is right for your radio station or its listeners. It’s a disservice to the industry when you don’t recognize this.

• Advertisers Step 2: Make sure your ad agency and media partners understand your business and brand. If they don’t – replace them.

• Ad Agencies Step 2: What does a high school senior have in common their parents? Very little. Narrow your demos on media buys. 18-49 is not a target demo. By the way, neither is 18-34.

• Program Directors Step 2: Your listeners connect with the music, personality and lifestyle of your radio station. They will also embrace advertiser content that blends seamlessly with your format. Be creative and lead this effort.  

These are not intended as critiques but as critical discussion points. I’ll share more thoughts in Non Intrusive Radio Advertising, Part 2.

So I ask you, how are your or your client’s radio advertisements non-intrusive?