Our study, Radio: The Online Multiplier demonstrated that radio increases search traffic, with brand browsing amongst listeners exposed to an ad campaign 52% higher compared with those not exposed, but it is always great when our research can be backed up by other studies. Belgian radio sales houses Var and RMB teamed up with Google to demonstrate the role radio plays in increasing search traffic for a brand within Google.
The study ‘Radio Points the Way to the Web’ looked into the search data in Google of 26 brands, comparing the number of searches for a brand before their radio campaign aired to when it was on air. The findings demonstrated that radio has a really clear impact on search with brand searches increasing on average by 33%. Creative also played a big part in how well an ad increased search. Much like our findings from The Online Multiplier, ads that had recognisable audio branding and clearly directed people to a website proved to be more effective than average.
The RAB’s recent radio ads are also living proof of this in action, we have seen an increase in click throughs to our website from Google searches for ‘RAB’ specifically up over 900% on average for the last 4 weeks, when compared to the four weeks prior to our radio campaign airing.
After walking down a packed Oxford Street today, I know that I’ll be doing January sale shopping like many others online. The above research all demonstrates that any businesses looking to increase their online revenue in the January sales would be foolish not to exploit the great opportunity radio delivers.
Q3 2011 might well be remembered by some as the ‘summer of discontent’ thanks to the riots, the closure of the News of the World and, perhaps more trivially (or tragically depending on your media habits), Channel 4 airing it’s last ever repeat of Friends. The ‘summer’ may well have left us begging for the bright days of April to return but RadioGauge continues come rain or shine and during the months of July, August and September measured 36 creative executions from national radio campaigns. So it’s time to see which advertisers were leading the way on our 5I’s of effective radio creative during Q3…
10. Heinz Tomato Ketchup (Vizeum & AMV BBDO)
Well now I’m wishing it was Sunday morning and that I was eating away at a thick bacon sandwich oozing with tomato ketchup. I can only think this is the default reaction for the majority of people (vegetarians aside) once they’ve heard the ad play out. Taking a traditional British favourite, utilising Larry Lamb’s distinctive voice and maintaining the staple elements of the ‘It has to be…’ construct Heinz have delivered a radio creative that demonstrates you don’t need to see the ketchup, smell the bacon or feel the patio under your feet to appeal to all the senses.
9. Persil (Mindshare & BBH)
It’s a good thing that Persil didn’t take the advice of W.C Fields and decide to never work with children. From their enthusiasm to their infectious and cheeky laughter, the kids enable Persil to relate directly to the heart of their target audience whilst also reminding them just what little monsters their angels can be when let anywhere near chocolate ice cream or blackcurrant juice! An emotionally engaging creative that promotes their new and improved range without losing sight of the core brand values.
8. Imodium (Carat & JWT)
Advertising diarrhoea-relieving tablets could be a difficult creative challenge to crack. However, by using an orchestral analogy to cleverly represent the problems faced by diarrhoea sufferers and how their product can help, Imodium have produced an interesting execution which allows them to communicate their key messages without focusing too heavily on the ‘D word’.
7. Sky (MediaCom & Brother & Sisters)
At the RAB we often talk about the emotional connection that radio has with its listeners and how brands can really use that to their advantage. Sky have harnessed that environment with their ‘Better Effect’ campaign and used the appeal of Victoria Wood to charm listeners with the benefits of their various packages and ensure that their customers (current and prospective) all feel valued.
6. Pizza Hut (Starcom & AMV BBDO)
Short, simple and effective. Sometimes people just want to hear what you can do for them and Pizza Hut has done just that. In a time where keeping an eye on the pennies is top of the agenda for many families, clearly communicating key offers that will save their customers some cash will help boost cut through on air and also increase the appeal of Pizza Hut with listeners.
5. British Gas (Carat & CHI)
BBQs, picnics and ice cream…if only the summer had actually been as good as the one painted by British Gas; instead there really wasn’t a better time to get that boiler replaced! British Gas remain an example to all on how to successfully develop a consistent creative construct that can work across all media.
4. Lloyds TSB (MEC & RKCR/Y&R)
If you want your brand to stand out on radio then crafting a creative route that is immediately recognisable and that can become synonymous with your brand is definitely one way to go. Lloyds have done this to great success with their ‘holy trinity’ of music (Eliza’s Aria), voice (Julie Walters) and tagline (‘For the journey’). These elements help ensure that at any point in the ad you know exactly who the advertiser is which can be key in a competitive sector such as finance.
3. Dolmio (Zenith & Proximity)
Having built up the ‘Dolmio Family’ on predominantly TV and press, radio was a logical step to extend the voice and personality of the brand. Mama, Papa & the kids enable Dolmio to appeal to the family values of listeners and as the words “Lasagne! Lasagne! Lasagne!” ring out you can’t help but conjure up images of those classic, big Italian family meals with everybody digging in.
2. Autoglass (Starcom & Radioville)
Another strong creative performance from Autoglass but unfortunately for them it’s not quite enough to be top of the countdown for a second quarter running. Whether it’s turning on the aircon whilst driving to the seaside, delivering flowers and driving over a pothole or a crack appearing whilst you’re out picking up your Santa outfit, Autoglass continue to remind us all about the myriad of situations that may lead to their services being required.
1. Compare The Market (Zenith & VCCP)
After narrowly missing out last quarter, Alexandr has finally got his hands on the #1 spot. Compare The Market have truly brought their brand alive with the Meerkat campaign and have demonstrated how creating an entertaining and appealing brand character can really work to get people engaged with a category that most people would otherwise struggle to get excited about. A job very well done.
November 2011 saw Aegis owned media agency Carat UK reconnect with radio. Carat and their newly appointed Head of Radio, Mike Williamson, in conjunction with the RAB, set up a Radio Week to excite and inspire the agency, across all levels and disciplines, when it comes to radio.
Understanding that time is precious, the week’s main aim was to succinctly display the power of radio and to surprise and delight the Carat audience, who to their credit attended the sessions in force across the week.
The week started with an overview of the Commercial Radio marketplace from the RAB’s Managing Director, Simon Redican who showed why Britain Loves Radio, and went from strength to strength with engaging and informative sessions from some of the major industry stakeholders, such as Bauer, talkSPORT, Absolute and Global Radio.
The presentation sessions were supported by some inspired social events from the likes of GTN: who provided a showbiz red carpet breakfast for Carat; GMG who played Pop Star bingo with a fiercely competitive agency audience and Jazz FM, who closed the social activities with a hit DJ and New Orleans style breakfast, all backed up with some fantastic prize give-aways!
I may well have had a hand in creating and organising the week, but I was still surprised and delighted with the outcome.
The Carat Radio Week really wouldn’t have been possible without the fantastic work the groups are producing and their efforts to promote radio…and not just their own brands, but the industry in general.
Seeing Moz Dee and Ray Stubbs talk so emotively about the power of speech radio, or Folder Media’s Matt Deegan discussing the impact of social media with Absolute Radio’s breakfast DJ Christian O’Connell are experiences I won’t forget in a hurry.
I would honestly recommend any agency who is curious about the evolution of the media landscape and how radio could deliver so much more than a tactical spot for their clients, to set up such an event with their dedicated RAB Strategy Consultant, it was a landmark experience, and hopefully the first of many for Aegis and their clients.
Thank you to all who participated in the event, we couldn’t have done it without you.
If you are interested in setting up a Radio Week for your agency, please contact RAB Team Coordinator Andrea Royer on email@example.com