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.
Full report on the research can be found here.