For this conversational session, Kris Clarkin and Diederik van Middlekoop joined Liedewij Hentenaar, to talk about the ways in which the industry can make better ads for radio.
First, up, Kris and Diederik both agree that the best ads are short and get straight into the detail of the product or service they are trying to sell. The quicker audiences can find out about what they are being sold, the better. Audiences have a short attention span, especially when it comes to ads.
Focus is absolutely vital. “Be singular”, said Kris. Ads must be about one thing and must be unique in order to differentiate themselves from other ads.