The â€œRadio and the Internet: Powerful Complements for Advertisersâ€ study (Executive Summary) found 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.
Overall, the study found that an effective radio+Internet ad (compared to two Internet ads) can influence visitors to:
- better recall information
- visit the site
- increase the likelihood of buying from that site
- increase the likelihood of describing the brand as one which they like or love
- increase the likelihood of describing the brand as a â€œgood or perfect fit with their self-imageâ€
Well-established brands, however, seemed less likely to influence visitors to accomplish the goals measured in the study by adding radio ads to their marketing mix.
The study also implies a few best practices for radio/Internet campaigns.:
- Use more emotion-based appeals on the radio. According to the study, radio ads “may be more effective at making emotional connections with consumers, thanks to the much more emotional link that listeners have with the medium itself.”
- Radio and Internet can each be used to reach “light users” of other media, but their reach is different. Together, they reach 83% of adults aged 18-54.
- Finally, since the radio often reminds people to look up information or sites on the Internet, itâ€™s probably wise to advertise when people are both listening to the radio and using the Internet. Peak hours for simultaneous usage for both are 6 AM to noon (32.6% of Internet users also listening to the radio) and noon to 5PM (24.8% of Internet users also listening to the radio).
Now there might finally be a market for Google Audio Ads.