The development of radio broadcasting in the 1900s created a new way to connect people. Radio broadcasting brought the ability to communicate news, entertain listeners with music, and introduce new products and services to listeners through advertisements. Advertisements, which became a staple of radio broadcasts in 1922, are a crucial source of revenue for radio stations. Today, radio advertisements are as ubiquitous as television ads, with nearly as many types of advertisements as there are music genres.
Produced Advertisements Spots / Spot Ads
Produced advertisement spots or segments are one of the most prolific ad types heard on modern radio stations. These types of ads are professionally produced sound clips that are paid for by the company advertising their products or services. Produced ad spots are generally scripted and read by a professional voice actor. It is also common for these ads to be accompanied by music or a radio jingle.
Produced ad spots are favoured by local businesses as they allow them to reach thousands of listeners at various times of the day. Businesses that usually opt for produced ad spots include local retailers, service providers, and online businesses like e-commerce stores or online gaming platforms. Radio advertisements are a great way for iGaming platforms to reach new player bases and promote the features of their platforms, like generous bonuses, fast payment methods, and expansive game libraries. It is unlikely that you’ll hear adverts for non gamstop casinos, however, as these sites legally operate outside of the UK.
Live Read Ads
Live reads are advertisements that are read out by radio show hosts or on-air personalities. Advertisements read out by on-air personalities are often called endorsement ads, as the advertisement comes off as a personalised recommendation from the radio show host. These ads are most effective when an on-air personality has earned the trust of their listeners. Listeners believe in a product or service’s credibility when radio show hosts discuss the products naturally and incorporate the advertisement into an on-air conversation.
Sponsorship Ads
Radio stations often rely on external funding to keep the station afloat. Sponsorships have, over the years, become one of the most important sources of funding for radio stations across the UK. Companies can sponsor an entire radio show or even just specific segments. During these sponsored shows and segments, the radio show host will play a variety of advertisements, ranging from produced spots to live reads and custom audio links. Beyond audio segments, sponsorships can also include studio naming rights, event and newsletter inclusion, and website ads. Sponsorships are particularly beneficial for sponsors, as studies indicate that audio still has a higher profit return on investments for advertisers.
Expert Led Segments
Radio show segments that include experts in a specific field are also popular advertising opportunities for businesses. Companies looking to promote their products will hire an expert in their specific field to go on radio shows and discuss the features and benefits of the product. Medical and financial services are great examples of this. Listeners are more likely to believe in a product or service that is spoken about by someone with expert knowledge. Expert-led advertisement segments can take the form of an interview or a question-and-answer segment where the expert takes listener calls and responds to their questions.