What Boosts Browsing? Survey Says -- Radio
January 27, 2010 at 5:02 AM (PT)
Radio advertising has been show to boost brand browsing online in the U.K. by 50% and is four times more effective than other forms of advertising, reports MARKETING MAGAZINE. DOLLYWAGON MEDIA SCIENCE and others measured the browsing of respondents who heard 23 live radio campaigns from the travel, telecom, auto, insurance and other sectors .
RADIO ADVERTISING BUREAU Managing Director SIMON REDICAN said, "The internet has become an incredibly important interface for customer marketing but the problem is that it also allows access to all your rival's brands which means the key challenge is to ensure that customers seek out your brand specifically -- marketers are increasingly turning to offline media to direct consumers to their brands online."
The survey says radio ads drove, on average, 34% of the total brand browsing for an average of 10% of the media budget which the research said means the radio spend was on average four times more effective.
RAB Planning Director MARK BARBER added this is the "first ever study quantifying how offline media influences the actual behavior of consumers online". BARBER said the findings are significant for brands where the internet "provides the crucial final stage" of customer buying and radio advertising offers these brands the chance to "turbo charge" the marketing process.