Advertising on radio drives a 29% incremental lift in brand online search results. That dramatic figure comes from new research conducted by Media Monitors in association with the Radio Advertising Bureau. The results of “Radio Drives Search,” were previewed earlier this month at the Radio Show in Austin, as reported by Inside Radio.
The analysis was based on more than 2,100 local radio ads across six categories. “We already know that radio delivers a strong return on an advertisers’ investment,” said Erica Farber, RAB president and CEO. “Now we know it drives search results across a number of advertising categories in addition to other metrics.” Added Media Monitors president and CEO Philippe Generali, “The study proves that radio significantly impacts digital behaviors and activities–and is even more relevant in a digital and e-commerce world.”
The practical relevance of the findings: Radio can play a pivotal role in influencing a consumer’s path to purchase, as they continue to hear of, learn about and shop for brands and products across a multitude of devices.
In the study, Media Monitors looked at eight specific advertisers across six categories: automotive, ecommerce, insurance, retail jewelry, retail auto aftermarket and wireless communications. The top-performing advertiser—the jeweler—saw a 370% lift in Google searches for their brand, while the lowest—a national automaker—had a 7% increase.
The greatest search activity from the radio ads came during AM drive (33%), followed by middays (32%), PM drive (29%) and evenings (13%). Some 47% of the searches took place on weekdays and 11% on weekends.
Media Monitors believes that three primary factors drive research searches: campaign effectiveness, the overall campaign spend and the likelihood of baseline searches. Creative also makes a significant difference. The five factors that most help drive search, the research firm says, are price deals, new product or new product features, mention of specific locations, offers not related to price, and addressing specific audience segments.
Factors that are less associated with driving search are: driving listeners to a specific URL, humor and drama, and storytelling.
The full study presentation, an Executive Summary and an Account Executive Handbook are available to RAB members on its website.