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Radio: The Online Multiplier

Radio: The Online Multiplier. Key Findings. Background. Why we conducted this study. 1. In 2000, the BIG question was how do media work together to drive awareness?. In 2010, the BIG question is to what extent do offline media drive online success for brands?. ?.

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Radio: The Online Multiplier

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  1. Radio: The Online Multiplier Key Findings

  2. Background Why we conducted this study 1

  3. In 2000, the BIG question was how do media work together to drive awareness?

  4. In 2010, the BIG question is to what extent do offline media drive online success for brands? ?

  5. Previous findings about radio & online 1 A high proportion of broadband users are listening to radio when online

  6. Previous findings about radio & online 2 Radio advertising multiplies brand name search

  7. Our hypothesis If Google is the last stage of the ‘click journey’… • ‘In-market’ consumer • Sector-generic search • Converting demand

  8. Our hypothesis If Google is the last stage of the ‘click journey’… • …then RADIO is an effective first stage of that same click journey • ‘In-market’ consumer • Sector-generic search • Converting demand • ‘In- and Out-of-market’ consumers • Brand-specific search • Creating demand

  9. The questions we set out to answer • To what extent does radio advertising effect the way listeners browse brands online in the real world? • What sort of radio campaigns are most effective? • How could brands use these findings to enhance effectiveness?

  10. Our research partners

  11. Methodology How we conducted the study 2

  12. A ground-breaking approach • Single-source data • Direct link from offline ad exposure to actual online browsing behaviour • Actual, not claimed

  13. Structuring the project • 1800 respondents • Adults 16-54; GB representative • Regularly undertake purchase-related activities online Matched samples 600 x non-commercial radio listeners 1200 x commercial radio listeners exposed to all media except radio exposed to all media INCLUDING radio

  14. Structuring the project • 1800 respondents • Adults 16-54; GB representative • Regularly undertake purchase-related activities online Matched samples 600 x non-commercial radio listeners 1200 x commercial radio listeners exposed to all media except radio exposed to all media INCLUDING radio Identify ad campaign exposure

  15. Identifying campaign exposure We collected information about radio listening habits…

  16. Identifying campaign exposure We collected information about radio listening habits… …and overlaid this with J-ET spot transmission data for all live radio campaigns during fieldwork

  17. Identifying campaign exposure We collected information about radio listening habits… …and overlaid this with J-ET spot transmission data for all live radio campaigns during fieldwork …to establish each respondent’s exposure to individual radio ad campaigns Last week +3 week +1 week +2 week 0600 - 0900 Radio spot transmission matched with listening patterns 0900 - 1300 1300 - 1600 1600 - 1900

  18. Structuring the project • 1800 respondents • Adults 16-54; GB representative • Regularly undertake purchase-related activities online Matched samples 600 x non-commercial radio listeners 1200 x commercial radio listeners exposed to all media except radio exposed to all media INCLUDING radio Analyse brand-related online activity Identify ad campaign exposure Analyse brand-related online activity

  19. Analysing browser history • Unique software developed solely for this study • When downloaded, extracted 4 weeks of browser history • Respondents able to edit out sensitive information, e.g. online banking details

  20. Structuring the project • 1800 respondents • Adults 16-54; GB representative • Regularly undertake purchase-related activities online Matched samples 600 x non-commercial radio listeners 1200 x commercial radio listeners exposed to all media except radio exposed to all media INCLUDING radio Analyse brand-related online activity + Identify ad campaign exposure Analyse brand-related online activity Establish brand browsing amongst non- radio exposed Establish brand browsing amongst radio exposed

  21. Structuring the project • 1800 respondents • Adults 16-54; GB representative • Regularly undertake purchase-related activities online Matched samples 600 x non-commercial radio listeners 1200 x commercial radio listeners exposed to all media except radio exposed to all media INCLUDING radio Analyse brand-related online activity + Identify ad campaign exposure Analyse brand-related online activity Difference = the radio effect Establish brand browsing amongst non- radio exposed Establish brand browsing amongst radio exposed

  22. Filtering the campaigns for reporting

  23. Final pool = 23 campaigns across 5 sectors High Street Stores Travel Insurance Motors Telecomms

  24. The wider media context • All 23 campaigns used at least three other media • All used Internet • On average, spent 10% of media budget on radio

  25. Summary of Key Findings How radio advertising boosts brand browsing 3

  26. Finding 1: Exposure to radio boosts brand browsing by 52% + 52% Source: DollyWagon/Other Lines Average uplift in brand browsing online across 23 campaigns

  27. Finding 2:Radio is 4x more cost-effective than other media Uplift in brand browsing driven by radio vs. proportion of media investment Base: 23 campaigns Source: DollyWagon/Other Lines/NMR

  28. Finding 3:Radio has an immediate effect on browsing Base: 23 campaigns Source: DollyWagon/Other Lines Proportion of total browsing vs. time since last exposed to radio advertising

  29. Finding 4:Uplifts vary widely between brands Average uplift = 52% Uplift in brand browsing, radio exposed vs. non-exposed Source: DollyWagon/Other Lines

  30. Finding 5:There are significant differences by sector Average = 52% Average and maximum uplift by sector Source: DollyWagon/Other Lines

  31. Finding 5:There are significant differences by sector Average = 52% Average and maximum uplift by sector Source: DollyWagon/Other Lines

  32. Finding 6:Creativity is crucial in delivering optimum effect Strong audio link to brand Simplicity Clear web direction Source: RAB analysis Influential characteristics based on analysis of top-performing campaigns

  33. URL format can impact results

  34. Summary • Radio advertising has a “turbocharger” effect on brand browsing online • 52% average uplift • Immediacy of response • Radio is a highly efficient method of multiplying a brand’s online presence • 4x more cost-effective vs. other media • Advertisers can significantly enhance Radio’s Online Multiplier Effect through creative development

  35. Radio: The Online Multiplier Allocating 10% of a media budget into radio boosts brand browsing by 52% Thank you

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