Greg Bojko, Adstrategies VP/GM
There once was a day when many radio stations charged the same price for a :30 or a :60 and when it seemed essential to air :60-second spots with every schedule to get the pertinent content into radio ads. Now, we find ourselves just successful in most cases using :15 or :30 second ads.
With many budgets tight or reduced, using shorter spots allows us to negotiate for considerably lower rates but still maintain essential frequency levels. Prior to the internet it’s true- you did have to get every detail the public needed to know into the ad copy. Now, I see one of the primary purposes of radio and TV ads being to drive traffic to the client’s website or social media pages to get all the details.
One of our clients is a Bridal Show producer. When it comes to young, recently engaged women, all we really need to say in the ad is BRIDAL SHOW, insert dates and location here, and we have an instant attendee. Easy accomplished in 15-seconds. We have applied this tactic successfully for many clients over the last year or two.
