Recently, remnant advertising has become more popular, with more and more people turning to it as a source of effective advertising to reach the intended audience effectively.
While this method has its advantages, it also comes with some cons you’ll want to keep in mind before deciding if this is the right approach for your business or organization’s marketing needs.
To help you make an informed decision, here are some of the pros and cons of remnant radio advertising that you should know about when deciding how best to advertise your business or organization.
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What Is Remnant Radio?
Remnant radio is an advertising inventory sold at a discount by radio stations.
This type of advertising can be a great way to reach your target audience at a lower cost, but there are some pros and cons of remnant advertising you need to keep in mind before committing to a remnant ad buy.
Pros of Remnant Radio Advertising
Below outlined are the pros of Remnant Radio advertising.
1. Low-Cost
One of the main advantages of remnant advertising is that it is relatively low-cost.
This is because remnant ads are typically sold at a discount to other types of advertising.
For example, on some websites, you can buy a remnant ad for as little as one dollar daily.
If you plan your campaign well, this type of advertising can be very affordable compared to other marketing forms such as TV or radio.
2. No Long-Term Commitment
You do not have to commit to an entire campaign; if you would like to stop running an ad midway through, there is no penalty.
3. Maximum Reach
By purchasing a small number of remnant spots on many stations throughout the United States, it may be possible to reach more people than with most other types of advertising.
4. Doesn’t Require Any Upfront Costs
Another pro is that remnant advertising doesn’t require any upfront costs, so you don’t have to worry about spending money on design or printing expenses before your ads can start running.
Note: The main pro is that remnant advertising provides a way for smaller businesses to market their products at a lower price than traditional advertising methods.
Because remnant advertising is so inexpensive, it also appeals to small business owners with limited marketing budgets who may be unable to afford more expensive forms of advertising like television or radio commercials.
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The Cons of Remnant Radio Advertising
Below outlined are the cons of Remnant Radio advertising.
1. Limited Customization
With remnant ads, there are generally only two levels of customization available – the text and image, which appear when the ad plays on air.
The advertiser cannot edit how often their spot will play, where it will play (only within a station’s signal coverage area), what time slot they want to purchase, or whether they want their spot to only play during certain programs or music genres (again, only within signal coverage).
2. Ads May Not Be Heard/Seen by the Target Audience
Ads may not be heard/seen by the target audience due to factors outside the advertiser’s control, which may lead to less engagement than desired.
However, despite these limitations, many advertisers still find remnant ads to be cost-effective options.
While they are limited in customization, they can still provide maximum reach.
This is because these ads allow the business to purchase a small number of airtime slots on many radio stations.
3. You Have Less Control Over Where Your Ad Runs
One of the cons of remnant radio advertising is that you have less control over where your ad runs.
You can specify a geographical area, but there are no guarantees that your ad will run in that location.
The good news is that some stations will let you buy a guaranteed number of spots for an agreed-upon price.
4. You May Not Be Able to Target a Specific Audience
One of the cons of remnant radio advertising is that you may not be able to target a specific audience.
You will be targeting anyone who happens to be listening to that station at that time.
Some other disadvantages are that remnant advertisers typically have no control over where their ads will play, and they often do not know when their ads will run.
On the plus side, because advertisers are competing for spots with less competition, this option can often cost much less than traditional methods.
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Conclusion
Overall, remnant advertising can be a great way to get your message out there at a lower cost.
However, you need to be aware of the pros and cons of remnant advertising, such as increased competition and less control over when your ad airs.
If you research and plan, though, remnant advertising can be a great way to save money on your radio marketing campaigns.