Radio + Web = Powerful Combo

Radio Ad Effectiveness Lab is conducting a new series of research projects under the umbrella theme, “Radio and the Consumer's Mind: How Radio Works.” The goal is to continue learning both how Radio advertising affects consumers differently and how it works synergistically with other forms of media.

Our new online test showed that recall of advertising is dramatically enhanced (27 percent versus 6 percent) when a mix of Radio and Internet ads is used compared to website ads alone. Radio ads can also improve website traffic and a brand's emotional bond with consumers when added to Internet exposures.

In addition, the study finds radio is finding new ways to tie together stations and websites to get more auto dollars.

The auto industry is pouring a huge amount of its marketing dollars into the web. And some radio operators are seeing it as a way to get a bigger piece of the pie. More and more stations are building proposals around the Web. One of the biggest has been CBS Radio’s “Discover Your Ride” campaign for Chrysler. It gets listeners to go to station websites, then to carmakers’ sites. RAB EVP MaryBennett says, “Stations have got this relationship with the audience that’s choosing to be overinvolved with the station by going to their site. This allows auto marketers to play into that relationship.” It’s too soon to say if it’s changed where automakers are putting their budgets – but she says it’s helped “plant a flag in the ground” for radio.

Overall, the picture seems clear: Radio and the Internet can be powerful advertising complements. Whether the goal is to reach more people, or to reach them with greater impact, this particular combination of media seems to be a recipe that’s worthy of more consideration.

Source: Radio Ad Lab