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Radio: The Online Multiplier

How allocating 10% of a media budget into radio boosts brand browsing online by 52%

In a media world increasingly dominated by the internet and search engines, how do you ensure customers are specifically seeking out your brand online?

The new RAB research study – ‘Radio: The Online Multiplier’ – suggests that an answer lies in the use of offline media, like radio.

This is the first major research study to quantify how actual exposure to offline media influences actual consumer interaction with brands online, and reveals how:

  • exposure to radio advertising boosts brand browsing by 52%
  • radio is 4x more cost-effective than other media in this respect
  • advertisers can optimise response through radio creative development

Press Coverage

Brand Republic

Radio boosts online brand browsing by 50%

Marketing Week

Radio ads boost browsing, says study

Utalk Marketing

Radio drives brand browsing online, claims RAB

Radio Today

Radio boosts brand browsing

WARC news

Multimedia campaigns most effective, study finds

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