Boost Recall With a Mix of Internet and Radio Ads

Radio Ad Effectiveness Lab (RAEL) research indicates that advertising recall is dramatically enhanced when Radio and Internet ads are used together as opposed to Internet ads alone.

Released at the Radio Advertising Bureau's (RAB) Management & Leadership Conference, this report shows that unaided recall was 4.5 times higher, and aided recall was more than 2 times as high, when consumers were exposed to 1 radio and 1 Internet ad versus 2 Internet ads alone.

It appears that combining visual with audio cues enhances memory. The report also indicates that a mix of radio and Internet exposure has the potential to encourage more interaction with the brand (web site visits and emotional bonding).

The study reviewed existing data on radio and Internet advertising to determine how the two media interact. Quoted from the study, below are some findings on the way Radio and the Internet may work together in a media mix:

* 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

Michael Orgera, Vice President, Director of Research, Universal McCann, said "... With so many media choices and so many ad messages... understanding how radio and the Internet together can significantly boost advertising attention levels is a tremendous advantage when creating a multi-platform campaign."

Source: Radiolab

Posted by Paul J. Bruemmer

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