The Great Debate...10’s, 15’s, 30’s or 60’s?
What is the best length for ads? The correct answer is… whatever it takes - to make it a GREAT ad! The only wrong answer to this question would have been had you suggested just one of these options.
We need to first understand, believe, and realize that no one listens to your radio station for the ads. It’s our job to get them to listen with creative, compelling, well written, and well produced ads that are strategically on target. The length of the ad has very little to do with how effective it is.
If you are a proponent of 60 second ads, you can probably put up a great debate as to why 60’s are better than 30’s, and vice versa. What I can tell you is that bad 60 second ads are simply a bigger waste of money than bad 30’s.
What about 10’s or 15’s? One of the very best ad campaigns I've ever heard is the QUIKRETE campaign titled “Long Story Short”, created by Fitzgerald and Company. They are 10 second ads with a brilliant strategy and were executed perfectly! To hear these ads,
click here
. They're great entertainment and can be used as examples when discussing length of ads with clients and in training your team to either ask better questions and/or write better ads. Yes, asking better questions always leads to better ads.
The reason for this article isn’t to debate the best length of ad. The fact remains, regardless of the length, the “better” the ad, the “better” the results. Our point is... what are you doing on a daily or weekly basis to help train your team; sellers, writers and production departments on how to write and produce better ads?
Better ads will lead to better results for your clients, AND, your station will sound better, allowing you to create more revenue with bigger and longer-term contracts.
If you would like to discuss this topic, or if you would like help in training your team on creating and writing better ads,
contact us
and let’s discuss how doing this can help you generate more revenue. The pay-offs can be huge!
