Westwood One 2018

A new study tracking the impact of advertising for a major jewelry retailer found that AM/FM radio drove a double-digit lift in online behavior, with the retailer’s campaign outperforming site traffic lift category norms by a substantial margin.

The analysis by Westwood One and LeadsRx—a marketing attribution platform that measures website visitor traffic increases after consumers are exposed to advertising—looked at online behavior tied to a national AM/FM campaign in November and December of last year.

According to a blog post by Westwood One, the study examined site attribution based on all AM/FM radio ads that aired during the campaign—on local or network radio, including all AM/FM radio media vendors.

“Westwood One appended Nielsen’s audience impressions data to Media Monitors campaign occurrence data,” the post explains. “LeadsRx matched advertising occurrences and audiences in each market to minute-level data from the retailer’s Google Analytics to determine lift in search activity and site traffic as a result of the advertising messages.”

The final determination: the jewelry retailer’s campaign saw an 11% increase in site traffic—a boost that was 38% greater than the category’s average, as measured by Analytic Owl, which conducted an analysis of 92 AM/FM campaigns reported by the Radio Advertising Bureau.

Westwood One says that to understand which components were most impactful, it compared shares of ad impressions to those of attributed web sessions. “If a certain AM/FM radio format or ad creative had a greater share of attributed web visits than its share of the campaign ad impressions,” the post explains, “that element was a winner.”

The post also says attribution data—which can chart a campaign’s effect by week, day or daypart—allow retailers to see how their ads perform on a granular level, which enables them hone future strategies.

Another key finding is that several AM/FM radio formats resonate with jewelry shoppers and over-perform in attribution. In the individual campaign study, 22% of the total ads in AC programming generated 34% of total web sessions. Country, rock, classic hits and classic rock stations each drove a disproportionate share of web traffic.

The analysis also found that ads highlighting compelling offers performed best—a determination made possible by LeadsRx’s ability to zero in on which creative drives the most web traffic. Of eight different offers in the studied campaign, ad occurrences featuring “price match” accounted for 24% of attributed web sessions, the blog post says. “Rewards” offers creative drove 23%—outperforming its media weight by a nearly 2-to-1 margin.