Ultimate Guide to Radio Advertising in Dubai UAE

What is Radio Advertising?

Radio advertising is the purchase of commercials on radio stations to promote products or services. Advertisers pay radio stations for airtime and, in exchange, the stations broadcast the advertisers’ commercials to their listening audience. As a business owner, you can take advantage of this form of advertising by creating a commercial that appeals to your target audience, who will then follow a certain call to action.

Radio advertising offers a range of ad formats. A brand might choose different types of print advertising (newspaper vs. magazine, for example), or different types of online advertising (email vs. social media). Let’s look at a few examples of radio ads.

What are the Different Types of Radio Advertising?

You can choose from a variety of radio-advertising formats. By identifying and discussing the various types of these formats, you gain insight into which would be most appropriate for your specific needs.

Radio Live reads

A live read is an advertising technique in which a radio personality reads out an advertisement live on the air. Listeners are familiar with the radio personality’s voice, so they are more likely to engage with and remember your message. Live reads help your brand stand out from the crowd, making your message memorable.

Radio Sponsorships

Sponsored radio ads offer a subtle approach to promoting your business. You can choose to sponsor news, competitions, sports, traffic or any of the regular programming on that particular radio station.

• Engagement

One of the advantages of sponsorship advertising is the high level of engagement. A prime example is when a station sponsors a competition that encourages listeners to call in and potentially win prizes or other forms of rewards.

• Reach

In most cases, a commercial break begins with a sponsored ad, which means your advert will reach more listeners before they switch stations. However, listeners tend to be loyal to a particular station.

Radio Jingles

“Ba da ba ba ba, I’m Lovin It!”

McDonald’s “I’m Lovin’ It” campaign, created by Leo Burnett Worldwide, is a prime example of how a catchy jingle can help a brand stay memorable. The fact that you read those words without hearing the jingle in your head shows how effective it is at staying in your memory.

The connection between music and memory is almost universal, which explains why advertisers often choose to use catchy jingles rather than complex messages in their radio ads. Ever notice how even the most annoying commercials just get stuck in your head and you find yourself humming or singing it throughout the day? The power of advertising.

Radio Testimonials

Testimonial advertising is a type of endorsement in which an individual or group promotes a product, service, or organization by stating that they are satisfied with it. As humans, we feel more comfortable trying something new if someone else has tried it before—such as hearing a friend’s recommendations about a book or movie—because in our minds we know that ads are made with the sole intention to make something appealing for you to buy into it. Using testimonial advertising makes the audience more receptive and adds credibility for the brand.

Personified Commercial

When creating a narration, you want to engage the listener and make him or her feel like a part of the story. Adding relatable characters will help your target audience connect with the story and make them want to find out what happens next, which means they will have to stay tuned in. Example: A couple is on a road trip; they pull up to a McDonald’s drive-through and they are discussing what they will order. The voice-over talent must deliver perfectly on execution for this type of commercial to be effective.

Straight Read

A standard radio advertisement usually focuses on the advantages of the brand being advertised, important information such as how listeners can get in touch with you or purchase your product, a phone number or address, and is typically delivered in a monologue format.

Why you should use Radio Advertising

Radio is a trusted medium, so much so that listeners develop a bond with the personalities behind the voices. They’re with them in the mornings on their commute to work and in the evenings on their way home from a long day. This makes radio a companionable medium—a friend with whom people are comfortable enough to share their day-to-day thoughts and feelings. Taking advantage of this can bring great results for a brand: As a business owner, you might be planning your new marketing strategy and looking for ways to increase your brand awareness and sales.

How Radio Advertising works for your Business

• Radio advertising makes your business memorable

Radio spots can be repeated frequently throughout the day, week, or month, making them a powerful tool for building your business’s name recognition.

• Radio ads give your business a personality

Radio advertisements use only one sense, hearing, so listeners must use their imaginations to create a picture of what they are hearing. The better your script, the easier it becomes for listeners to see your brand’s personality in the story.

• Results in action

Radio advertising remains a powerful means of reaching large numbers of consumers, because of its high level of penetration and the way it is repeated. Radio ads have a high call to action, which makes them very effective at generating consumer recall.

Is Radio Advertising Still Effective?

Radio advertising is a means of reaching large numbers of people simultaneously. The effectiveness of your campaign depends on how well you choose the radio stations and how effectively you target your demographic.

Cost effective

Although radio advertising costs less than TV and print ads, statistics show that it yields a higher return on investment. If you consider the cost of one prime print ad on the front page of a daily newspaper or one TV ad spot during the Super Bowl, it becomes clear that unless your company has an unlimited advertising budget, radio could be a key asset for your business.

High repeat and recall

To maximize the effectiveness of an ad, it is crucial to create a memorable message that can be repeated often. Radio is particularly effective for this purpose because it reaches a wide audience at low cost, allowing for high repetition rates. The power of radio advertising is also due to its ability to deliver highly memorable messages.

Highly segmented offering

Instead of sending a general message to your target audience and hoping they will see it, you can send specific messages to each audience member. This can be much more effective.

Ability to tell stories

In today’s competitive market, standard promotion-driven advertising is no longer effective. Radio offers advertisers a greater chance of reaching their target market by offering them an alternative method of connecting with listeners. By using humor in advertisements and injecting a unique tone of voice and ambiance through music in radio commercials, advertisers can make their message more memorable for listeners.

Advantages and Disadvantages of Radio Advertising

Radio advertising provides advertisers with an effective way to reach a large audience. Advantages and disadvantages of radio advertising have been listed below.

Tracking ability

Radio advertising has a tracking ability that allows you to monitor the effectiveness of your ad in real-time. If you are not satisfied with the results, you can move your ad to another time slot.

Limited spots

It can be hard to get your commercial aired during peak hours when most people are listening to the radio. It is important to work with an agency that has relationships in the radio industry and will be able to negotiate for you.

Low production cost

No need for expensive hair, make-up and lighting equipment, no sets or locations to rent and no large production costs associated with creating a television commercial.

Targeted reach

To reach an audience effectively, advertisers should be aware of which radio stations their target markets are listening to. To achieve this, advertisers can link their radio ads to a contest or promotion; this way, they can generate interest among listeners who will call in and be more likely to remember the advertiser’s ad.

Lack of visual appeal

Radio advertising requires that you deliver a strong, persuasive message in a limited amount of time. You must also create an image that is vivid enough to be easily recalled.

Reach your audience anywhere

Radio is the only mass medium that can be used during a number of daily activities beyond the home. TV advertising requires people to sit in front of their TV and read ads, while print media and online advertisements require focused attention on the page or your screen. However, you can listen to radio broadcasts while doing other things.

What Does it Cost to Advertise on Radio?

Radio stations sell advertising time in 15, 30 and 60-second slots. In 18 minutes of programming time per hour, an advertiser will typically see a certain number of listeners tune in and out as they move through their daily routine. This means that some minutes are more valuable than others. The cost of making a radio ad is impacted by various factors, including the popularity of the radio station and its listenership. An experienced advertising agency can help you get the best bang for your buck.

Factors Influencing Radio Ad Cost

When considering the costs involved in radio advertising, there are many factors to consider. Inexperienced media buyers may find it difficult to determine how best to allocate their budgets. Here are some important considerations:

• Casting & production costs

The cost of a radio advertisement is lower than that of a television or print ad. A good radio ad should be created with listeners in mind—one that will not bore them after repeated play on different stations and at different times of day.

• The radio stations listenership

Reach refers to the number of people who will hear your ad, and cost implications come in deciding on the number of radio stations to place your ad. Placing your ad on a station with 60,000 listeners may cost more but it may be a better choice for positive results in reach.

• Time

A radio ad’s length and the time of day you air it can affect the cost of the advertising. If you create a 15-second ad to air during peak listening hours, for example, you may find that it costs more than airing a 30- or 60-second ad during off-peak hours.

• Frequency

The first step in reaching your target audience is to determine the best time slot for your message. It can be tempting to focus on the peak listening hours, especially if you are working with a limited budget. However, consider also how frequently your target audience will hear your message. This is where frequency comes into play; the number of times your ad is heard by the average person over a week.

How to Advertise on the Radio

To capture the attention of target audiences, it is vital to choose the right type of radio ad. At Empire, our experienced professionals can advise you on choosing the best radio ad type for your objective. Here is a look at the different types of radio advertisements available in the industry.

How to buy Radio Advertising

EDS offers radio advertising packages to fit your needs. We are able to consult with you on a range of variables that affect the cost of advertising, such as the demographics of radio listeners in your area and the number of times your message will be broadcast.

Here are things to keep in mind when looking at buying radio ads:

• Reach vs Frequency
• Which type of radio ad is cheaper
• Which slots are in high demand, therefore, costing more
• How to negotiate the best rates for spots

What is the difference between reach and frequency?

Reach and frequency are the two main industry terms when evaluating radio advertising. Reach refers to the number of potential customers that can be reached by a specific ad, while frequency refers to how often the same audience will hear an ad.

• Radio Advertising Reach

Reach is the number of different people who hear a radio commercial. To build reach with a radio campaign, it’s a good idea to advertise consistently over a long period of time; this will help drive frequency. It’s also wise to advertise at peak listening hours to ensure maximum exposure. The cost of reaching listeners during these times may be high, however, so consider advertising on multiple stations in order to maximize reach while keeping budget in mind. The stations you choose all have coverage areas that can be analyzed by demographics, and according to recent Nielsen research, radio actually has the most reach among American media consumers: 93% of adults listen to the radio each week, compared with 87% who watch TV. The wide variety of radio formats makes it possible to target different types of audiences; advertisers can find exactly what they’re looking for on local stations across America

• Radio Advertising Frequency

The number of times your ad is heard by the average person over the course of a week is known as frequency. A scientific algorithm has been developed for determining what can be considered the best frequency for maximum effectiveness, and this numerical value is 3.4, which is rounded down to 3. This can be achieved by using a 21/52 schedule: 21 ads per week translated into 52 weeks per year. The exact number of ads per week depends on the station you are buying into, as more bandwidth stations offer more frequency based on your media buying strategy. Pro Tip: to capitalize on frequency, you should run more ads per week on a single radio station and note the time of day—this will increase your reach and positive effect on frequency!

Radio Advertising Scheduling

To achieve your advertising objectives, you will need to decide on a schedule. There are various types of schedules, and we’ll look at some of them here.

• Run of station

These types of schedules are often referred to as Run of Station (ROS) and this means that your ad can run at any time during the day or night, depending on which part of the day or night the radio station decides to use your ad. This can be seen as an advantage since you might receive a better rate for your advertising campaign if your ad is played during underutilized parts of the day.

• Flights

A flight is a block of airtime on a radio or television station. Your ad will be aired in the same spot for a certain amount of time, and then switched to another spot for a different amount of time. The duration of each flight depends on your advertising budget, the station you are using and the strength of your message.

• Dominate a day

If you want to guarantee airtime on a particular day, consider dayparting. This option can be an excellent choice when you have a limited advertising budget and want to get the most out of your money.

How to Create a Radio Advertisement

When creating a radio advertisement, the most basic elements you will need are a voice-over artist, music, script and a recording studio or device. Your ad should be clear and easily understood by the listener. It is important to stimulate the listener’s auditory senses with your message. The script should be short and engaging, so it captures the attention of the listener. Also make sure that your ad conveys a single focused concept that stirs up emotions in listeners.

The Radio Ad Script

Ultimately your script should be able to answer the following questions:

• What’s the purpose of the ad? (What would you like to achieve?)
• What’s the offer or key benefit?
• Who is your target market?
• What do you want the listener to do?
• Does the ad require just one voiceover or can you use multiple voice overs?
• Is it a 15-second ad or a 30-second ad?
• Is the advert memorable?

Radio Ad Message

When you have less than 30 seconds to make an impression, your message needs to be simple and clear. Keep your language simple, and don’t try to cram too much information into a spot. What problem are you solving? What is going to make the listener tune back in once the music has stopped and the ads have begun? Your language and voiceover artist need to appeal to your audience. How can the product or service you’re pitching help the listener? How can it be translated in a way that will make the listener care?

Radio Ad Call to Action

To get listeners on the phone, you’ll need to tell them what action you want them to take. You can do this by asking them to visit your website or finding you on social media.

Your International Radio Advertising Partner

Partnering with a radio advertising company can help you secure the best ad spots and guarantee you a great-quality radio advert that reaches your target audience effectively and results in a good return on investment. At EDS, we walk the journey with you so that we can ensure the message you want to deliver to your target audience is done successfully, keeping you included in the creative process because we believe that you know your business best; ours is just to make sure that you’re heard!

If you’re looking to launch a radio ad, regardless of which country you’re in, EDS can help you reach your intended audience and gain new customers. Contact us for more information.