Radio
Radio is the fastest medium to launch and the cheapest for frequency: a campaign can be planned and on air within days, and you can afford as much repetition as it needs. The price is that the message has to work without pictures — which rules out offers that must be shown and favours those that can be said in one sentence.
What we deliver
- Station selection by listener profile and regional coverage
- A plan of spot counts, dayparts and weekly distribution
- Negotiating price, positions and packages with stations and sales houses
- Sponsorship of slots, programmes and traffic news
- Competitions and special projects prepared with the station
- Checking the script and finished spot against advertising rules
- Delivery verified against station logs, plus a closing evaluation
Who delivers it within the group
This service is led by OMNIA PR. You contract with that company and it invoices you — OMNIA GROUP is a brand umbrella, not an entity you could contract with.
With radio, a regional campaign really is regional
Radio is one of the few media where you can buy a single region and not pay for the rest of the country. For a company with five branches that is the difference between a campaign that fits the budget and one that does not.
So stations are chosen not by national listenership but by coverage where the client has branches or delivery routes. In some regions one strong local station beats a national network.
A radio spot is written for ears, not for paper
A thirty-second radio spot carries one idea, the brand name and one piece of information the listener should take away. Everything else is ballast that steals room from repeating what matters.
So we read the script aloud before it goes to the studio, and we also watch what advertising law permits in the given field — for medical devices, supplements or financial products the mandatory wording has a running time of its own that has to be planned for.
Frequently asked
- How quickly can a radio campaign start?
- With station capacity available and the spot finished, a matter of days. If the spot does not exist yet, add time for the script, the studio and approval — even then the whole thing usually fits inside two weeks.
- Can radio’s contribution be measured?
- Not directly at the level of a single listener. What is measured is the difference in demand during the campaign against a comparable period without it, ideally with one region held back as a control. Anyone promising PPC-style attribution for radio is promising something that cannot be evidenced.
Related services
Media strategy and buying
A media plan with reach and cost-per-contact estimates, negotiation of space with media owners, and a post-campaign check that what was ordered actually ran.
Read more →17Television and video
Spots, programme sponsorship and product placement — from choosing stations and the buying audience to verifying delivery in viewing data.
Read more →20Out-of-home and cinema
Billboards, transit advertising, digital screens and cinema — specific sites chosen, posting coordinated and verified by photographs.
Read more →