With the proliferation of audio streaming services, streaming ads have become a mainstay in digital marketing. Studies have been done showing the immense effectiveness of these ads, making them a highly useful tool in your advertising arsenal.
And given the advances in quality software and recording equipment at affordable prices, the barrier to entry in making professional audio ads has dropped considerably. In this article, we’ll take a look at the perks of advertising on digital streaming services, as well as how to craft a quality ad spot for your business.
What are Streaming Radio Services?
By definition, streaming radio services can include a large swath of media types. In the marketing realm, they can generally be thought of as music streaming services as well as podcasts.
You’ll likely be focused on one of the more popular music streaming services in your advertising strategies. The bigger services include Apple Music, Spotify, and Pandora. These services can typically be thought of in terms of traditional radio but with a few exceptions.
For one, your audience is much broader. With radio, you’re targeting specific markets based on geographic location. With streaming, these location restriction is nullified, and you’re able to reach listeners across the world.
Secondly, the radio is typically focused on listeners who are at home or in their car. With streaming, your audience can be anywhere their phone can go. You can reach listeners at the gym, at the park, at home, and everywhere in between. This gives you more flexibility in crafting advertising that connects with your listeners.
What are the Benefits of Streaming Radio?
The streaming radio industry is unique in that all the big players are committed to utilizing the data they glean in a respectful way. This creates an environment of trust among users, making streaming services an extremely beneficial platform for engaging listeners and developing relationships with future customers.
Podcasts and music are also extremely personal choices for people, so it makes sense that streaming providers can offer the ability to target audiences on a granular level. This also gives you the ability to craft advertising that is highly relevant and target the most valuable audiences.
10 Tips for Advertising on Streaming Radio
There’s a lot to consider when running ads on streaming radio services. It’s necessary to be mindful of how your ads are written, how you’re presenting your value proposition, the presentation of your call to action, and more. When crafting your advertisement, keep these 10 tips in mind to make you are sure you’re getting your message out to your listeners efficiently and effectively.
1. Make Your Advertisement Simple
Make sure your advertisement is concise in its messaging. You have less than 30 seconds to deliver a message to your listeners and their attention is already on other things, so it’s important that you keep your ad focused and targeted. If they can catch and remember just one key message from your ad, then you’re doing well.
2. Get to Your Value Proposition Fast
Audio ads are limited and you don’t have a whole lot of time to build a story. Get to your value proposition as soon as possible. This goes hand-in-hand with the above tip: Make sure your message is clear and on point and then drive it home. Even if you feel like your ad is repeating itself, it’s important to remember that listeners are much more likely to remember your message if they hear it again and again.
3. Consider the Differences Between Streaming and Radio Ads
When looking at radio ads and streaming ads, there are some constants between the two, such as solid scriptwriting and quality voice-over talent. But you need to consider the differences too.
Radio ads tend to reach people at home, in their car, or at work. With streaming services, a person could be literally anywhere, so you want to think carefully about this when putting together your ad.
There’s also the consideration of the geographic location of your listeners. Streaming services have a much wider audience in this regard, so keep that in mind when you’re considering the reach of your ad.
4. Talk to Your Listeners Conversationally
Being relatable and conversationally engaging can be powerful when you’re creating an audio ad. These days, people are much more likely to tune in and pay attention to an audio byte that’s clear and friendly as opposed to one that sounds gimmicky and stilted. Don’t talk at your listeners; have a conversation with them.
5. Be Credible
Keep in mind this age-old adage: Honesty is the best policy. Don’t scream at your listeners or oversell your message. You want to avoid sounding like someone peddling snake oil. Simply get your message across and let your service or product do the selling for you.
6. Create an Ad with Your Audience in Mind
Consider that, in all likelihood, your listeners are pre-occupied with something else while passively listening to their favorite streaming service. Think about how to best present what it is you’re presenting with this in mind. If you’re dropping a phone number, make sure it’s easy to hear and repeat it a few times so your listeners catch it. If you’re directing them to a website, make sure the address is easy to remember.
7. Speak Slowly to Form a Connection
Everyone’s heard the chattering disclaimers usually associated with medicine commercials. This is exactly what you want to avoid when writing the script for your ad.
It can be difficult to try and get in everything you want to include in a 30-second ad, but keep in mind the value of being concise. The copy you write should be written with an economy of style in mind. Your listeners will connect better to a voice that’s slow and clear. Less is more.
8. Don’t Distract with Loud Background Noise
It’s pretty common for ad spots to have music or other sound effects playing in the background. This can be a great way to liven up your clip, but don’t do so at the detriment of your voice over. The voice of your audio clip should be the primary focus and everything else should be there to support and draw attention to this.
9. Provide a Smooth Transition
Think carefully about how your audio clip will be presented and heard. There are going to be songs or other ads surrounding it, so it’s important that you keep the rhythm going and provide smooth transitions between your ad and whatever surrounds it.
Don’t open your ad with a long pause as it gives the impression that there’s dead air in the station. Likewise, avoid a fade-out that’s longer than necessary for the same reason.
10. Have an Actionable Call to Action
Your audio ad is serving the purpose of building leads and getting you business. So when you put a call to action in your ad, make sure it’s simple and actionable. Make it as easy as possible for your listeners to take the next step, whether it’s going to your Facebook page or visiting your website.
Also, consider having promo codes tied directly to your ad. This can be a great way to measure how effective your streaming advertising is.
How to Create a Great Ad for Streaming Radio
A great audio ad starts with great copy. Having a well-written script is the foundation for how well your ad will perform. It needs to be concise and it needs to get right to the point and do so in a snappy and sharp way.
With that said, here are the highlights of the elements that make for a great ad:
Soft or Hard Sell
Just as you would with a good old-fashioned radio advert, you need to figure out if you’re gonna go the route of the hard sell or the soft sell. A soft sell is going to be more suggestion and less force. A hard sell, on the other hand, is going to implore the listener to take action immediately. It’s imperative that you understand your market and tune your pitch to what will connect with your readers.
Typical advertisement length on most streaming platforms is 30 seconds. Keeping this length in mind while drafting your copy is of the utmost importance. You want to get straight to the point and sell your value proposition to the listener as soon as possible.
As discussed in the tips section, the best way to reach your audience is to have a conversation with them. Your script, along with your voice-over talent, should be casual and approachable. Whether you’re pitching a soft sell or a hard sell, you should be engaging your user and talking to them as an equal. You want your listeners to be comfortable with your brand, and this is one of the best ways to accomplish that.
Call to Action
Having a persuasive call to action is paramount to every kind of advertisement there is. Once you’ve told your listeners about your product and service and given them your value proposition, you want to compel them to act. A good call to action will invite the listener to take the next step in reaching out to your business, whether it’s calling you on the phone or visiting your website.
How Much Does it Cost to Advertise on Streaming Radio?
Advertising on streaming radio varies from provider to provider, so it’s difficult to nail down exact costs. Spotify, for example, with its worldwide reach, commands a much steeper minimum price of $25,000 per ad campaign. On the other side of the spectrum is Pandora which offers a few different types of ads as much more affordable prices. Their visual ads run at $5 to $7 calculated on a CPM basis, while their video ads can run upwards of $25 per CPM.
And, of course, this doesn’t include the vast array of podcasts you can choose to target with your audio advertising. The best strategy for knowing the cost of your streaming campaign is to understand the market for each service, figure out the demographic you want to be targeting, and then start pricing out your campaign from there.
Streaming Radio Stats
Streaming music and podcasts have the potential to be the most popular mediums in the world. And they’re a marketer’s dream. To really understand the effect and reach of this gargantuan platform, simply take a look at a few of these statistics:
- Over three-quarters of internet users in the US will listen to digital audio formats this year.
- Around 30 percent of this audience will listen to streaming audio through a smart speaker device.
- In 2020, the average adult will spend more time listening to digital streaming services than the radio.
- By 2021, over two-thirds of digital streamers will access content via a mobile device.
Given these stats, it’s no wonder that digital streaming services have so much promise. If you take these tenants into account when planning your marketing strategies, you’ll undoubtedly see success with your advertising campaigns in the lucrative medium.