ADVERT

• Radio Advertising is the practice of purchasing ad spots on popular radio stations to promote products, services and ideas.
• Types of radio


  • Traditional radio
  • Internet radio
• Podcasts do not count as radio
• Types of radio ads

  • Live reads
  • Sponsorship
  • Jingles
  • Testimonials
  • Straight Reads
  • Personified Ads
• Live reads

  Considered as the simplest of radio ads, a host reads out your ad from a script. It makes use of the host/djs engaging voice and established following of listeners to increase product/brand engagement.
• Sponsorship


  Involves sponsoring a segment of a radio or broadcast, with a shout out from the radio host calling on the sponsor's brand name and tagline often at the beginning or end of a segment.
• Jingles

  It is a short song or tune used in advertising for commercial or socio-political purposes. These are often used to engage and stimulate listeners' selective retention through music.
• Testimonials

  Uses a real person to verbally run through their experience with the product. Using testimonials enhances the brand's credibility and improves the chances of people trusting your brand.
• Straight Reads


  Focuses on the unique selling point of the product and immediate delivery of hard information such as price, contact details, and branding in monologue form.
• Personified Ads


  Uses characters and distinct voices to tell your product and brand's story in 3 phases: Dilemma - catch attention by addressing the problem, Pain - reinforce the need to solve the problem by emphasizing the product's benefit, Solution - call to action toward the product being advertised, emphasize further on the brand's name and tagline.
• Elements of a radio ad

  • Hook/Reel - Capture the interest
  • Value/benefit - What does the audience get out of it
  • Call to action - The audience behavior the brand aims to achieve
• Outline of ad message

  Time: 30s rule, Use leading hooks/leading rhetoric for messaging, Contact info must be said 2x
• Format of a radio ad

  • Audio - Sound effects, dialogue, voice
  • Notes - Written script; any extra instructions on the script
• Voice quality


  The use of low-pitched voices has greater advertising effectiveness on an affective and conative level.
• Sound effects


  Sound effects do give color to a radio ad, but do not make the mistake of playing a sound for everything mentioned in the script. Prevent sound effects from taking the lead, because it puts the message in the background.
• Elocution


  A calm and conversational speech style with clear diction gets across to the audience better in radio advertising. Overemphasizing the sounds and words can often detract from the message being conveyed.
• Pausing


  Do not be afraid to pause. Silence is a powerful tool in radio ads and allows listeners time to paint a picture in their minds. Pausing is effective is done after 'visual phrases/language'
• Script format


  Script into 2 columns. The narrow left column will be the score column (speaking characters primarily), and the wide right will be dialogue, action and sound. Use a strong hook, Time your script (never go beyond 30s), Understand radio ad convention, SFX stands for sound effects (write in left column in all capitals and underline), Use ANNCR for announcer, Use a double dash or ellipses any time you want a slight pause.
• Video advertising


  • Digital video ad spending increases year on year at over 25% for brands
  • ⅔ of video ad revenue comes from mobile devices for advertising platforms/agencies
  • Video with sound is 80% more likely to be viewed and remembered for platforms & users
• Online video advertising


  Displaying ads either inside online video content- usually before, during or after a video stream, known as pre-roll, mid-roll and post-roll- or as standalone ads (ads that are essentially the main content for posting)
• Power of video ads


  • Video invokes unparalleled engagement compared with other media
  • Greater potential for personalization and precise targeting which leads to higher ROI for the advertiser
  • Accessible for small businesses due to simplified video and audio creation process
• Emerging trends in video advertising


  • Rise of short-video (bite-sized) formats
  • Live video streaming
  • AI Integration
  • Data-driven Video strategies
• Types of online video ads (in-content)


  • In-stream video ads
  • Out-stream video ads
  • Bumper ads
  • Video discovery ads
  • Masthead ads
• Basic video specs


  • Aspect ratio: 16:9, or 1:1
  • Max file size: 1GB
  • Video length: 15s or less recommended, up to 2 mins 20s
  • Frames rate: 29.97 fps or 30fps
  • File types: mp4 or mov
• Content alignment to objectives


  • For brand awareness: short videos (5s-30s)
  • For brand consideration: showcase customer successes or case studies through interviews/testimonials, longer videos (30s-60s)
  • For demand generation: sneak peek or demo of products, longer videos (minute or more)
• Best practices for video advertising


  • Have clear goals and targets
  • Invest in Quality production
  • Keep it concise and meaningful
  • Include a strong CTA
  • Use data and optimization
  • Adopt a multi-platform mindset
  • Refresh frequently
• In-stream Video Ads

  this type is played before/during/after the main video on YT or other platforms.
• Out-stream Video Ads

  mobile-only ads users can find outside of YT. Appear in apps and partner websites. They play with a sound off. If the user is interested, this person can tap the video to unmute it and receive all the necessary information.
• Bumper Ads

  Unskippable 6-second ads that appear before/during/after the main video. Can be encountered on yt, sites, and apps. Brands that use bumper ads pay for them based on the number of ad impressions.
• Video Discovery Ads

  Youtube search results or on the youtube homepage for mobile devices. Includes a thumbnail and short text. The length of this promotional video can vary depending on the placement but this ad type always contains an invitation to watch the video.
• Masthead Ads

  viewers can see an advertising video playing automatically with the sound off for around 30s at the top of the platform’s home feed. The video is an autoreplayed ad and will only be up for 24 hrs.