Radio Broadcast

Radio Ad For Maximized Attention and Efficiency

Over the summer I had the pleasure of working with one of my former social media students on a mini-project that has nothing to do with social media. Meya Block wrote the script, recorded special effects and mixed the spot to be right at 30 seconds and I think it came out quite well.

This radio ad spot aired on two channels in the Stockton/Modesto, California area in September and October.

Take a listen and let us know what you think!

Did you know? A radio ad or podcast ad will drive more attention than TV and Digital ads

A study in 2023 by Dentsu and Lumen Research found that for every 1,000 impressions, Audio delivers more attentive seconds, i.e. people pay attention for longer to audio ads than ads on TV, display, online video and social media.

“The ear soon remembers what the eye soon forgets.” Auditory memory often lasts longer than visual memory.

Audio drives more attention than TV and digital

Furthermore, the cost to advertise with a radio ad or podcast ad is incrementally cheaper than other media. aCPM or Attention Cost per Thousand seconds is the most cost effective with Radio and Podcast media.

Attention Cost Per Thousand Seconds Across Media. Radio is the most cost effective at $0.40 aCPM

If you’re interested in developing an radio or podcast spot, let’s talk!

Am I A Bad Person? Nike

Am I A Bad Person?

I love this ad for 3 reasons. 

First, because it’s all too familiar. The desire to win is what drives us whether we are athletes, spectators, fans, friends or enemies. It reminds me of “Don’t Hate Me Because I’m Beautiful” and brings home the fact that to win you need an edge. The edge that might seem mean, self-centered, even evil. 

Yet this is the edge that gets the work done and the mindset that forges the way ahead for the winners.

Secondly, I love it because the background music is from Beethoven’s 9th Symphony which is a piece that even if you don’t know it by name, you have likely heard it before because it is iconic. The piece is about the brotherhood of man, one of Beethoven’s final compositions that he wrote while he was going deaf, yet it transcends with the awe inspiring melody. This Symphony was innovative for its time as it has a full chorus in the last movement for the “Ode to Joy” which you hear at the end of the ad signifying the immense joy of winning. And what better music to pair with team and individual triumphs in sports than a full orchestra and chorus singing about the power of human spirit and unity.

Beethoven’s 9th was written almost exactly two centuries ago and had more that 6 million streams on Spotify by 2020. For classical music, that’s a big W.

Sidenote: I am grateful to have had the opportunity to play Beethoven’s Ninth in the orchestra as 1st clarinet. Hearing it from the stage in a live performance is a treasured memory for me.

If you haven’t heard it, go listen to it now. Go. Now. And listen to it a few times. You will love it.

The third and final reason why I love this ad is because of the question. “Am I A Bad Person?” begs an answer. It beckons the viewer into consideration, into judgement, which makes us watch all the way to the end. That’s an excellent ad.

Like “Don’t Hate Me Because I’m Beautiful” asks the recipient of the statement to consider it’s validity – is it true? Do I hate? Is the person beautiful? Whether they are or not, are they arrogant for saying it? Or is their confidence inspiring? 

“Am I A Bad Person?” echoes of the same arrogance and confidence which compels respect and if you’re anything like me, you’re smiling in admiration, because the answer is likely no. We all want to win and appreciate the desire to win. Winning may not be for everyone, but everyone wants a win.