Your guide to use radio advertising successfully

Paid Advertising

Radio advertising has remained one of the most popular, efficient, and cost-effective ways to reach large audiences at a rapid pace. For decades now, radio advertising has been a staple of the advertising industry, and, as digital radio rose to the forefront of the radio world, offering listeners the opportunity to hear shows, songs, and – importantly – ads, from any radio station anywhere in the world.

Digital radio’s surge in popularity made radio advertising extremely accessible and exceptionally affordable, granting radio advertising a permanent seat at the paid advertising table. 

Let’s take a closer look at radio advertising, covering the benefits, the costs, and the different types of radio ads that are out there.

Types of radio ads

Not to be outdone by other advertising styles, radio advertising offers businesses several different types of ads that they can prioritize, depending on their target audience and business goals. Here are some of the most common types of radio ads:

Live reads

Live read ads are ads that are read aloud by the radio show, or DJ, during a live broadcast on the airwaves. These ads are natural, as they are delivered by the familiar, trusted voice that the audience recognizes. They are also engaging for the right reason, given the fact that people who listen to “Mario’s Monday Show” are more likely to engage with products promoted by Mario.

Pre-produced ads

Pre-produced ads are those which are recorded and then played during commercial breaks. The benefit of pre-produced ads is that the production quality can increase dramatically. Sound effects, music, and professional voice actors can all be utilized effectively with pre-produced ads.

Sponsorship messages

Sponsorship messages are a specific type of live-read ads that acknowledges a business as a sponsor of a particular show or event. The advantage of sponsorship messages is that they are ideal for reaching a specific target audience.

How much does radio advertising cost?

Like any other form of digital paid advertising, radio advertising costs vary greatly depending on the location, the time of day, and the length of the ad itself. Radio ad rates are usually directly impacted by the number of listeners the station has, the demographics of the listeners, and the time of day the ad gets broadcast.

Radio advertising is much more cost-effective than other forms of advertising, generally speaking. Advertisers have more flexibility than can’t be found with television or print advertising, and radio stations often offer great package deals to help businesses save on their ad spend.

Benefits of radio advertising

We’ve already seen how beneficial radio advertising can prove to be. Here are some of the most common benefits of radio advertising:

Wide reach

Radio ads reach a remarkably wide audience quickly and effectively, making it one of, if not the most ideal media for businesses that need to promote their products and services.

Targeted advertising

Radio advertising can be planned to target specific demographics and time slots, allowing advertisers to reach their target audience in the right place and at the right time.


As mentioned, radio advertising is very cost-effective. Unlike other forms of advertising, radio advertising is so cost-effective that it is accessible for small and medium-sized businesses, as well as larger enterprises.


Radio ads are often highly engaging, usually by including music, sound effects, and professional voice actors to grab the audience’s attention and resonate with them.

How can I maximize my radio advertising returns?

Seeing better returns from your radio advertising spend is often a matter of trial and error. Luckily, many agencies have been there, done that, and bought the t-shirt. inSegment has an industry-leading team of paid advertising experts that are ready to propel your next radio advertising campaign into the stratosphere.

Contact inSegment today to get started.