Unlike television, where there are visuals
and audio to make the advert more attractive, radio requires more creativity because it’s audio-only. And this holds true for live reads as well.
Live reads for radio advertising are not to be confused for placed adverts. These adverts are reads that are produced and mastered by the owner of the brand or service, while a live read is delivered by a radio presenter on-air.
The advertiser only has to provide a copy of what they want the presenter to read.
Here are five reasons why you should consider live reads for radio advertising:
1. Live reads have a greater impact on your audience
As opposed to traditional, pre-recorded adverts placed on a radio time slot, live reads have a great impact because they are read by a beloved presenter or DJ, which creates a bond with the audience.
This is because listeners have already developed a sense of trust with the presenters, as they rely on them to give them the news (whether it's a traffic report, the weather or what’s happening around them) each day. And that trust forms a bond, which is why a live read feels more personal.
Think about it this way: you’re more likely to buy something if a friend recommends it, and live reads tend to work the same way.
2. It can improve the engagement of your campaign
Choosing a relevant presenter or show to have your live read aired on can improve the engagement on your advertising campaign.
For example, if there are listeners that fall within the same demographic of your own audience, and they’re tuning into DJ Fresh’s show
FreshOn947, it would make sense to buy an advert slot on the show. This will increase engagement with your business, brand or service.
Live reads can also improve brand association with existing consumers and help your brand or service reach new markets, increasing your consumer base and improving your sales.
The main point is to try to remain objective in writing your live read to avoid the radio station’s marketing team returning the read for rephrasing.
3. Live reads are a great investment
Live reads can serve multiple purposes. You can request the clip of your live read from the particular radio station that did it.
Depending on the terms and conditions of the station, you may choose to buy and reuse it for other purposes; i.e. to improve your tagline or use it in a jingle for promotional purposes.
Radio adverts are also cheaper in comparison to TV ads, which require more resources to produce, while a live read requires only an effective written message, making it cost-efficient.
What other forms of radio advertising are you familiar with? Share your thoughts with us in the comments section below.
*Image courtesy of Vecteezy