Think audio ads are cheap/salesy? Think again (you’re missing out)

Let’s face it – many marketers fear audio ads will sound cheap and too salesy. Audio advertising is perceived by some marketers strictly as a promotional tool that is made to sell, sell, and then sell some more. 

This may be rooted in old-school radio formats and a perception that video, social media, and other advertising channels are more appropriate channels for brand awareness and positioning. Audio ads are associated with hard-selling formats, primarily relevant for retail, automotive, insurance, banking, and telecommunications industries.

The fact audio ads are indeed relatively cheap to produce ironically doesn’t help in that respect.

Then there’s a common misconception that marketers fear audio ads will come across as too salesy, in a world that’s shifting toward value and storytelling. In that context, audio advertising is perceived by some marketers strictly as a promotional tool that is made to sell, sell, and then sell some more. 

Don’t take our word for it – hear the magic for yourself.

Audio is becoming increasingly popular across industries.

Realizing audio’s potential in advertising without being too obvious, so to speak, can be a real ear opener (see what we did there?). Hear are (last one, we promise) examples of brands and organizations that leverage creative and insightful audio ads.

Frontline uses doggo power

Listening to a podcast is an intimate experience, one that deserves a more relaxed and mood-aligned creative – and this Frontline ad captures the sentiment expertly.

When you have 30 seconds at your disposal and want to make the most of it, staying on message can be problematic as it’s tempting to stuff multiple messages. Frontline’s podcast ad for fleas and tick protection for dogs not only stayed on point, but it’s also highly effective as it leans on the perceived relationship that forms between podcasts and their listeners – not to mention between us humans and dogs. All you need to know is shared clearly and directly, which makes the ad’s point easy to remember.

Lifeline adds a twist to Christmas bells

Talk about as good a proof as you’ll ever need that audio spots can be simple, concise, and impactful.

Generally speaking, NGO is one of the industries beyond the usual bank/auto/insurance/telco/retail suspects that has managed to harness the power of radio campaigns. For the most part, NGOs rely heavily on advertising to attract interest, be it from donors, volunteers, or government, all the while enhancing social awareness

The problem is, they’re not a sexy proposition to sell, which means it’s imperative to find creative ways to get the message across without being salesy/cheap.

To emphasize the extreme increase of calls to Australia’s leading crisis support service during the period when feelings of disconnection and loneliness are at their peak, Lifeline created a powerful radio spot that morphs the sound of joyful bells jingling into the ringing of an incoming crisis call.

Minnesota Alliance on Problem Gambling hits bingo

Lend an ear to an ad whose primary goal is to raise awareness about a serious issue – another example of how advertising that evokes emotion can come from any facet of life and business.

In fact, if there is an audio equivalent of play on words, this spot is likely it. Its mixing of bingo hall sounds and narration speaks directly to its target listeners – gamblers. No wonder it won the 2021 Radio Mercury Award.

Kansas Medical Clinic’s invitation for colonoscopy

The importance of checking inside your bowels is not really a marketable service – it’s unpleasant, uncomfortable for many to talk about, and invokes images that are the stuff of nightmares. 

Yet, when you have an amazing script, proper sonic background, and spot-on voiceover delivery, it can be the stuff of legends – as proven by this incredible spot. This is a prime example of how to excel at raising awareness even with the most challenging of topics.

An unusual twist – Cif love stories

We’re ending with Cif’s rather unusual campaign that consists of several 60-second radio commercials in the form of love stories.

For a cleaning supplies brand, this is a stark departure from the usual screen-centric advertising M.O. because how else do you prove cleaning power than by having it visibly sparkle, right? This time, Cif employed an audiobook-style approach, where in each commercial, the love in question turns out to be for a certain object that has been brought back to its former glory by the company’s solution. 

Check out these two “stories”:

Due to the inherent immersive nature of the medium, the ads simply work (despite the extremely rare format) as they engage the listener’s imagination, allowing them to paint a vivid picture in their minds.

Time to surf the audio wave

Even when considering audio ads, lack of experience deters many marketers. We’re biased but we think that’s a big mistake. If we may insert a cliche – the best things in life are on the other side of fear. As you’ve heard from the examples above – audio is a lot beyond hard sales. Audio ads can be captivating and immersive, in a way that can create an emotional connection.

And the cherry on top? Listeners are a particularly sticky audience. It’s an opportunity waiting to be seized with the right creative approach.