Want a more effective audio ad? When it comes to word count, less is more. A study of more than 10,000 audio ads by UK media analytics firm Colourtext found that the lower the word count per minute in an audio ad, the more a brand will stand out. The study was conducted on ads that aired between 2019 and 2021 for 615 national brands across 22 advertiser categories, including finance, retail, automotive, travel, food/drink, and more.
According to SMI Copywriter Payne Ratner, the findings make perfect sense to anyone who has ever heard a rushed radio ad. Ratner said, “What can you do with an avalanche of words except run? We all know those ads aren’t effective. But some advertisers still insist on putting five pounds of language in a one-pound bag.”
At SMI, we have strict in-house word count guidelines and time scripts while reading them aloud before they are produced, or even sent to a client for review. If clients tell us they would like to add messaging to an ad we’ve presented, we let them know that any added words will come at a cost—and that cost is cutting words elsewhere. Our creative team believes that a conversational—rather than rushed—speed is a basic requirement of any quality audio ad.
When asked why a lower word count makes an ad stand out, Ratner said, “It’s startling to hear a person on the radio talk in a normal tone of voice at a normal pace. We’re so unaccustomed to that. Even if what they are saying isn’t particularly interesting, the fact that they are speaking like a real person is arresting.”
In line with Colourtext’s findings, the global research agency Kantar Millward Brown found the fewer the messages an ad has, the greater the audience recall will be. Inside Radio reported that “an ad with as many as four messages generates a recall of 24-43% for each, versus 100% recall for just one clear message.” According to Ratner, “The message is really only one thing. What benefits the customer. What is the one major problem the customer struggles with? Just tell the customer you understand what they struggle with, what product will fix the problem, and where to get it. That’s the message.”
Want to learn more about creating effective radio ads? Read SMI’s “Top Ten Keys to Creating Great Radio Ads.”
And find out how the experts at Strategic Media, Inc. can help you craft a great radio ad that motivates listeners to act. Contact SMI today.