While radio advertising may not be at the top of your mind when you look at a marketing strategy for your small business, it's worth considering as a relevant option for reaching audiences and raising brand awareness.

Radio stations, particularly those with local announcers or other ties to your community, have established a personal connection with listeners, and with that comes an inherent engagement with the audience your ad is targeting. 

Also, your radio ad gains value from the credibility listeners have with the "trusted" on-air personalities.

Still Relevant

"Radio continues to be the leader in ad-supported audio and the preferential choice for in-car listening, according to a post by industry publication Inside Radio. "Digital may get the headlines, but it's hard to beat radio's reach and ability to engage and drive buyer intent," the article adds.

Nielsen reports that AM/FM radio represents 73 percent of ad-supported audio and dominates in-car ad-supported audio with 87 percent of the total share.

"AM/FM radio is the centerpiece of audio," says a post by Ad Results Media, an audio and podcast ad agency. "It is a critical part of your overall media mix that continues to drive impressive real-life results."

Last year, according to Statista, U.S. local radio's digital ad revenues were set to reach an all-time high at $2.1 billion.

"In the worldwide Traditional Radio Advertising market, the United States continues to lead in ad spending, showcasing the enduring relevance of radio in modern advertising strategies," Statista says.

The Local Effect

For businesses considering radio advertising to your mix, the local radio station could present excellent opportunities to reach prospective customers, especially if you have a physical location in the area.

See if your local station broadcasts any local events during which your ad could run, such as high school football games. Even if a football crowd doesn't seem like a typical demographic for your products or services, keep in mind the number and range of listeners you'll be reaching.

A radio ad promoting your business during a game has the potential of reaching an engaged audience that goes beyond just football or sports fans but a broader range that includes parents and grandparents of players and students of the local team, as well as teachers and staff of both schools competing in the game.

Commute Times

If their advertising budgets allow, some businesses may want to opt for a strategy that puts their ads during morning or evening commutes, long considered peak times for listeners.

Typically, these options -- with a strategy to reach high volume and a more diverse range of listeners -- are offered through national stations as opposed to regional or location stations.

 "Generally the greater the reach, the higher the cost," points out Ad Results Media. "This is why national radio ad campaigns, for example, will incur a higher price tag than regional or hyper-local radio."

Types of Radio Ads

The primary types of radio ads include those read by radio hosts or DJs, "live endorsements," and recorded ads, which can be produced by your business, an agency, or the radio station.

A key advantage of radio advertising is the power of sound. Your audience is drawn and will be more engaged by the sounds, voices and music you choose for your radio spot, whether it's a catchy jingle or a "celebrity" endorsement. 

Another type of radio ad that could increase exposure for your business is a sponsorship ad, which is timed with or tied to a popular segment of a local broadcast, such as traffic, weather or news reports, or even a sports event.

The Need for Repetition

Just like in other types of advertising, your radio ads are apt to produce better results for your business with repeated airings.

The repetition rule applies across types of ads and venues, whether radio, TV, print, social media or other digital venues -- consumers need to hear your ad over and over if they're going to retain what's being said about your business, services or products. That could mean running your ad frequently or over a period of time.