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How to Get Advertisers for Internet Radio Station/Podcast
- Part 1: Getting started with radio advertising
- Here is the thing to note: Radio ads are very effective! Listening to a radio ad only three times is deemed sufficient for effective message delivery. Lots of businesses know this secret. So, they are always seeking new podcasts and radio shows to feature their ads. What does this mean for you? Well, a potential revenue source. Money from ads will allow you to keep the lights on and produce new shows. To get started, you only need a thriving fanbase of loyal listeners. But first, here are some basic things to know:
- Time slots
- It's the interval of time allocated for airing the ad. Time slots are scattered throughout the broadcast day. Now, stations experience fluctuations in the number of listeners. Mornings and afternoons are prime for advertisers. Listenership spikes as people catch their favorite drivetime shows while driving to work or back home. Fewer people listen during mid-days and evenings. Such segments, therefore, lean heavily on music, dramas, comedies, documentaries, etc. For internet radio shows, traditional dayparts may not apply! It takes out-of-box thinking to ensure that ads reach all online listeners, for instance, running the same ad for more hours in the broadcast day, even during off-peaks.
- Ad placement
- Ad placement refers to the strategy used by advertisers to plan for placements of ads at different radio stations or podcasts. Most want their ads to reach a vast audience within a short time span. The advertiser will also ensure that they have targeted the right demographic and market segment. Therefore, it's essential to demonstrate to the advertiser that you're the most suitable station to work with. Some radio stations proactively advertise their services on-air by featuring recommendations from past advertising customers. They recognize that their potential clients might be listening to the radio station or podcast at any given moment.
- Advertisement packages
- You can use advertising packages as one of the tactics to lure advertisers. What does it entail? Simply create affordable packages for different tiers and budget ranges. For instance, one package can feature ad placement in the most popular shows. For a more modest budget, consider a package that features ad placements on less popular shows that may air during the mid-days or evenings. An ad package may include placement of advertisement banners on the radio’s website or regular social media shoutouts.
- 1. Additional publicity
- Radio ads need to draw attention to the advertisers' brand. For instance, by increasing the frequency at which people mention the brand on social media. Successful campaigns may also increase web traffic on the advertiser’s website, result in more sign-ups or additional sales. Mentions on the radio also reaffirms the brand's image or position as a market leader.
- 2. Synergy
- Not all radio stations will have the right synergy or "marriage" with the client's products and services. An energy drink company may not reserve slots on a Political Talk Show or Podcast. But they may partner with a dynamic and vibrant Top Hits radio station or entertainment podcast.
- 3. Audience demographic
- "Who listens to the radio station or podcast?" It's a question potential advertisers ask. It's essential to target potential customers. A local fast food joint is not interested in reaching a nationwide audience. They want ads to generate more walk-ins. Numbers also matter! If you have the numbers, all sorts of companies will come calling.
- Cost effective & affordable ads
- Consider that 1000 people may listen to a burger ad but only 20 people will visit the store. Advertisers are constantly weighing the cost of advertising and the potential rewards generated. Right after their ad airs, they will be checking their product sales or website traffic to see if there is a spike (determining radio attribution tends to be complex).
- 5. Flexible ad packages
- There are several places where you can find advertisers for your radio or podcast. A simple strategy is to list radio stations or podcasts that have the same content and listenership as your programs. Narrow down the companies that are currently running ads on these shows, and create a plan to reach out to them. Advertisers are always interested in broadening the reach of their ads and as long as you can prove that you have the audience, they will be likely to take you up on your offer. Here are additional measures you can implement.
Part 2: What show sponsors or advertisers consider?
Sponsors and advertisers are humans first. So expect them to consider their interests. Will your radio or podcast show further their goals, generate more listeners, distribute their message, etc. They want the most mileage for their “spend.” Here are more goals and desired outcomes an advertiser may harbor:
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