The Radio Ad Effectiveness Lab has released a study on the effectiveness of Internet ads. â€œAre they confused?â€ you ask yourself. No, no: itâ€™s the effectiveness of Internet and radio ads. Specifically, itâ€™s how memorable these repeated ads are.
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