Bouvard: AM/FM More Effective Than Paid Search Costs

Bouvard

WESTWOOD ONE Chief Insights Officer PIERRE BOUVARD used his latest post on the Everyone's Listening blog to pitch advertisers on using AM/FM radio as a better way to reach customers compared to rising paid search costs. The reason: a NEUSTAR study found that traditional media outperforms social, short-form digital, and an ACCENTURE study found that reducing traditional media causes search and social ROI to drop.

Other notable findings:

• NIELSEN cited an auto aftermarket retailer radio campaign that fueled a 48% increase in buyers, a 71% growth in market share, and $21 of incremental sales for every $1 spent in radio.

• Three digital impact studies : A major motorcycle brand’s radio campaign grew website visitation, Amazon saw the strongest sales conversion from radio ads, and there was an increase in website visitation among those who were reached more frequently by a home improvement brand’s radio campaign.

• Allocating 20% of a digital budget to AM/FM radio produces significant reach growth and greater brand impact: Redistributing a percentage of digital dollars to AM/FM radio creates improvement in brand awareness, consideration, purchase, and brand advocacy.

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