2. What results you can expect
- Getting a return on your investment
According to analysis from over 500 campaigns, radio pays back £7.70 in increased revenue for every pound spent – second only to TV overall, and highest in product categories where advertising is used to drive immediate results e.g. retail, finance, travel, automotive.
- Increasing response online
Radio boosts online brand browsing by an average of 52%. Results are immediate, with over half of responses generated within 24 hours of hearing the ad.
- Boosting awareness and consideration
Listeners are, on average, 48% more aware of companies that have been advertised on the radio and 12% more likely to consider them when buying. Reallocating a proportion of budget from other media (e.g. TV or press into radio can increase overall awareness for no extra cost.
- Building relevance and trust
- Measuring radio’s effect on your business
If you are using radio either as a one-off test campaign or as part of a longer term strategy it is important to consider how you are going to measure the effects of your investment. To evaluate the success of a radio campaign based on specific business outcomes such as website visits, footfall in store, and/or sales, it is important to monitor the base level in these metrics in the weeks leading up to the activity to act as a comparison point for how they change during and post the radio advertising.
5. Valuable tips and insights
- How to get the most from using radio alongside other media
- How to improve return on investment with radio
- How to boost ad effectiveness by reaching people at relevant times