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Katz Marketing Solutions Radio Effectiveness Studies

Katz Marketing Solutions Radio Effectiveness Studies . Katz and the radio industry are committed to helping advertisers better understand the effectiveness of their radio campaigns. We have developed a research program that has two primary goals:  

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Katz Marketing Solutions Radio Effectiveness Studies

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  1. Katz Marketing Solutions Radio Effectiveness Studies Katz and the radio industry are committed to helping advertisers better understand the effectiveness of their radio campaigns. We have developed a research program that has two primary goals:   1)  To gauge the impact of a client's radio campaign in the marketplace 2)  To provide feedback on the quality of their radio creative   We identified a research partner, Ipsos OTX, to execute these studies. Ipsos is an extremely well respected research company and this methodology has been positively vetted with many major agency research execs Details on OTX’s methodology and approach:  • Online survey • Approximately 10-12 minutes in length • Served only to consumers who fit profile of client's stated marketing target  • Geography: only markets where radio campaign is running are included • Timing of study: at end of the radio campaign to gauge full impact of the radiocampaign • Questions: attitudes and usage about the category and specific brands  • Key metrics include: unaided ad recall, intent to purchase, consideration, affinity & advocacy • Estimated sample size: 900-1,000 consumers. Two groups are surveyed: • Exposed group: those consumers who listen to stations that client purchased and have the opportunity to be exposed to the campaign • Control group:  those consumers who stated they don’t listen to purchased radio stations in the same markets   • Respondents are exposed to a short unbranded audio clip of radio ad to assess recall and branded recognition.    • Listeners are then exposed to a full version of the ad and asked to evaluate it on 21 key creative diagnostic measures including cognitive and emotional appeal of the advertising. 

  2. Who does OTX survey online?To qualify for the survey the respondent would need to reply “yes” to all of the below Listen to the radio stations airing the radio campaign Don’t listen to radio stations Airing the radio campaign Consumers targeted by the radio buy…who have the potential to hear the radio campaign Control Group • Must reside in targeted radio markets • Must be a the appropriate demo, gender, ethnicity • Must currently own, be involved with or be in the market for the product being advertised • If the respondent answers “yes” to the questions above, they will be placed into one of the two buckets below based upon their listening habits

  3. OTX Client Roster

  4. Radio-targeted consumers exhibit higher levels of engagement with brands % Lift: Radio-targeted consumers vs. Control group Nov 2010 Nov 2010 Sept 2010 Jul 2011 May 2010 Awareness + 2% + 11% + 29% + 13% + 15% Consideration + 13% + 44% + 10% + 12% + 17% Purchase Intent + 11% + 8% + 27% + 3% + 20% Affinity + 13% + 63% + 34% + 71% + 30% Advocacy + 11% + 67% + 32% + 73% + 34% Source: Katz Case Studies, 2010-11;OTX. *Allstate & Staples metrics confidential

  5. Due to lack of radio creative testing, there’s wide disparity in creative impact Different Radio commercials generate vastly different levels of recall and engagement

  6. Top four commercials generate twice the impact as the bottom four against 12 key creative diagnostics Katz/OTX has tested 23 different creative executions to date. To be read as the top 4 commercials on average were ranked as likeable by 53% of the respondents vs the bottom 4 on averaging 29%.

  7. Key Creative Findings • “Talk to” rather than “talk at” • Mirroring TV can result in powerful Imagery Transfer • Same voices, same music—Consistency between TV and Radio commercials • Mention the advertiser’s name throughout the ad- not only in the beginning or the end • “Reveal ads” are challenging. Get to the point quickly • The data suggests that “Likeability” is the key to aided and unaided recall • Commercial Tags- Don’t rush. Best to slow them down • Consistency of voice, music, messaging from campaign to campaign • Commercial needs to have some “bite”. Blandness is ineffective- Some polarization is ok • Vary pace and intonation- commands their attention • Be authentic. • Voices in the commercial should speak normally we would speak to firends • Rotate creative- hedge bets. Under-performing add can sink an entire campaign • Great radio creative can be created for every category. Look no further than the insurance and banking/credit card sectors. • Audio signatures and “sound bites” that are known to the listeners are extremely powerful identifying the advertiser without even mentioning the advertisers name. They also serve as reminder to “listen up”.

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