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Written by Marketing in the Valley?
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Friday, 16 February 2007 |
Interesting new study reveals value of radio in driving internet traffic.
According to just-released research from the Radio Ad Effectiveness Lab (RAEL), recall of advertising is dramatically enhanced when a mix of Radio and Internet ads is used together compared to website ads alone. Conducted by Harris Interactive Inc., the new study was released last week at RAB2007, the Radio Advertising Bureau's (RAB) Management Leadership Conference taking place in Dallas.
Radio and the Internet: Powerful Complements for Advertisers demonstrated that unaided recall was four-and-a-half times higher, and aided recall was more than twice as high with consumer exposure to one Radio and one Internet ad compared to two Internet ads alone.
Furthermore, a mix of Radio and Internet exposures also revealed a clear potential to elevate other kinds of consumer impact, ranging from website visitation to emotional bonds.
Radio and the Internet closely examined two test cells – one with two exposures to an Internet ad and one with exposure to one Internet ad and one corresponding Radio ad. The ads used in the test came from eight actual campaigns in a wide variety of product categories.
Before delving into the test, the study examined existing data about Radio and Internet advertising to determine how the two media are likely to intersect. Several key points on how Radio and the Internet might work well together in a media mix emerged:
• Both Radio and the Internet reach light users of other media.
• Radio and the Internet connect with consumers differently and in potentially complementary ways.
• Radio can drive traffic to websites.
• Radio and the Internet have unique reach patterns, and that can make them work powerfully in combination. On a daily basis, Radio and the Internet together reach 83 percent of the 18-54-year-old population.
• Consumers often use Radio and the Internet simultaneously, with up to a third of Internet usage being accompanied by Radio listening during some times of the day.
"Media consumption continues to proliferate, and advertisers are challenged to impact consumers in this new landscape," noted Michael Orgera, Vice President, Director of Research, Universal McCann and member of the RAEL Research Committee. "With so many media choices and so many ad messages, it is increasingly more difficult to have an effect on the consumer, even when you do reach him. Understanding how Radio and the Internet together can significantly boost advertising attention levels is a tremendous advantage when creating a multi-platform campaign."
"As a long-time member of the RAEL Research Committee, it's been gratifying to see advertisers and agency representatives work closely and candidly with broadcasters to establish clear direction for research studies and to ensure transparency in methodology and results," observed Rex Conklin, Media Director, Wal-Mart. "The work on Radio and The Internet epitomizes the collaborative approach of this Committee and underscores its dedication to observing media neutrality in all RAEL studies."
Radio and the Internet: Powerful Complements for Advertisers is part of the larger RAEL project, Radio and the Consumer's Mind: How Radio Works. The goal of the long-term project is to continue learning how Radio advertising affects consumers differently than other forms of marketing. The full study, plus previously released research from RAEL, and additional information are available at www.RadioAdLab.org <http:// www.RadioAdLab.org> .
The RAEL Research Committee, which designs and oversees all RAEL research, includes members of the agency and advertising communities, as well as broadcasters. That balanced involvement helps keep RAEL objective and assures that the research is both relevant and valuable to advertisers.
The Radio Ad Effectiveness Lab is an independent organization, established in 2001 with funding from Radio industry companies. Advertisers and agencies are an integral part of the Research Committee and contribute extensively to the design of RAEL research and to the communication of its results. RAEL's goal is to further the industry's understanding of how Radio advertising works and to measure its effectiveness |
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Last Updated ( Thursday, 22 February 2007 )
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