Radio Advertising

Answering the Top Radio Advertising Questions Found on Quora

January 18, 2022

Want to learn more about radio advertising or decide if it’s the right fit for your business? We know how busy you are, so we answered the top radio advertising questions on Quora and summarized them here so you can quickly get up to speed.

Does radio advertising work for small businesses?

Answer: Historically, radio wasn’t the most accessible advertising option for small businesses, but technology has changed that. Now, radio advertising is entirely self-service, easy to buy, and affordable, allowing small and mid-sized businesses to tap into the power of radio. iHeart AdBuilder is a great solution if you want to get on-air quickly.

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Why is radio advertising a great idea?

Answer: Radio reaches 92% of US adults every week, and it reaches them wherever they are. Listeners are constantly on the go and multitasking, but radio allows them to listen to their favorite personalities’ throughout their day. It works because it’s the easiest way to reach your target audience, and it’s the most trusted medium, beating TV and social media. Listeners trust radio more than other media, and it’s a simple way to stay top-of-mind and inform them about your business.

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How do you write an effective radio advertisement? 

Answer: The best radio ads are well-produced, engaging, and attention-grabbing. When writing a radio ad, it’s important to write as though you’re speaking directly to your target audience and avoid over-the-top marketing gimmicks. If you’re looking to get a professional ad written, produced, and on the air, iHeart AdBuilder is a good solution because we’ll write and record the ad for you!

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What should be the KPI of radio advertisements?

Answer: Using radio to reach your target audience is beneficial for many reasons. One of those reasons is the ability to reach and connect with a vast audience. This is why one of the most important KPIs to consider when using radio is reach. Reach refers to the number of listeners who will hear your radio ad. The more people your ad reaches, the higher your ROI will be.

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What are the pros and cons of radio advertising?

Answer: Pros: Radio has a massive reach that exceeds all other mediums, including TV, Google, and Facebook. Turning on the radio is still a daily habit that most other advertising mediums can’t compete with—93% of Americans tune into the radio every day.

Cons: It can be challenging to get started with radio advertising if you don’t have the resources (*cough* iHeart AdBuilder) to write and produce a compelling ad or want to advertise on more than one radio station.

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Is online advertising more effective than radio advertising? 

Answer: The thing that makes radio so effective is the ability to reach a broad audience. iHeartMedia is the number one mass reach medium in the US—higher than Facebook, Tik Tok, or Snapchat, delivering the reach brands need for growth. However, online advertising and radio advertising also complement each other well. 

We did an experiment to test the impact radio advertising had on online marketing campaigns. We found that our online campaigns had -14.63% fewer clicks in markets where we decreased our radio ad frequency and -26.98% fewer bookings. This proved that radio ads brought more engaged users to our website. 

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Are you looking to learn even more about radio advertising? Our How it Works page walks you through the steps to get started, provides sample audio ads, and more. 

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