In the ever increasingly crowded audio environment, we should never underestimate the power of live reads and how they can achieve much needed cut-through for a client.
Live reads are similar to product placement in TV series or films except that in the case of radio, you have the product being spoken about in glowing terms by a well-liked and trusted on-air personality.
Here are a few of the reasons why live reads work:
- Live reads involve the personality reading the copy in real-time. This creates an authentic and personal connection with the audience. This one on one approach delivered by a popular on air talent helps to build trust and credibility between the product and the listener.
- Attention grabbing. Live reads have the advantage of immediacy. As they are read by a popular personality they are more likely to grab the listener’s attention than pre-recorded commercials. Being live can add an element of unpredictability and makes the ad stand out in a sea of recorded commercials.
- Flexibility & Humour. Live commercials allow for greater flexibility and adaptability. The talent can incorporate their own personality and humour. Has the host been to the car dealer……do they know the owner & his/her family? This gives the host the opportunity to weave something very personal into the live read. This customization helps to engage the audience and makes the client feel like they are part of the program. This further helps to integrate the product into the programming content and seem less like a commercial stop down.
- Call-to-action. With live reads, hosts can provide an immediate call-to-action, such as exclusive discounts or limited-time offers, encouraging listeners to take immediate action.
By David Kidd, BPR