the global standard for measuring radio advertising effectiveness

Transcription

1 the global standard for measuring radio advertising effectiveness

2 the world s biggest radio effectiveness project

3 7 languages 12 time zones 900 radio campaigns tested

4 the world s biggest brands trust radiogauge data

5 still here

6 radio didn t die

7 but youth culture did

8 90% weekly reach

9 25% share of media time

10 1992 2% share of ad revenue

11 2015 6% share of ad revenue

12 online ad growth has changed the rules TV Radio Newspapers Magazines Outdoor Online % share of annual UK media spend Source: GroupM

13 online is driving demand for proof of effectiveness

14 brands often make bad radio commercials

15 the global standard for measuring radio advertising effectiveness

16 radio-sensitive metrics

17 15 minute online survey of 800 adults

18 robust test-versus-control methodology

19 3 radio campaigns tested per survey

20 international ad-performance benchmarks

21 confidential debrief reports

22 Canadian banking uplifts

23 Unprompted brand awareness (all mentions) What banks can you think of? All mentions Net radio gain = Index Test Control Base: All respondents

24 Ad awareness Have you seen or heard any advertising for BRAND X within the last 4 weeks? Net radio gain = Index Test Control Yes response (%) Base: All aware of brand

25 BRAND X... is for people like me? To what extent do you agree or disagree BRAND X... Is for people like me? 143 Net radio gain = Index Test Control Top % agree (8,9,10) Base: All respondents

26 Brand consideration If you were considering opening or switching a bank account today, how likely would you be to consider BRAND X? 137 Net radio gain = Index Test Control All % agree (8,9,10) Base: All who would open or switch a bank account

27 Ad recall (audio prompt) Have you heard this radio ad (or any radio ad like it) for BRAND X recently? 289 Net radio gain = Index Test Control Yes response (%) Base: All respondents

28 Ad credibility To what extent does this radio ad fit with your image of BRAND X? Total Test fit = 61.6% Total Control fit = 51.2% 48.1% 41.8% 13.4% 9.4% 12.5% 13.5% 4.6% 5.5% 21.4% 29.8% Fits very well Fits well Does not quite fit Does not fit at all I have no opinion/ don't know Base: All respondents Canadian Test Canadian Control

29 Creative diagnostics BRAND X Which of these words and phrases do you feel could be applied to this radio advertising? Stands out I would listen to it Involvement It's clear who it is for Advertising I would remember Iden+ty Speaks my language 6.1 Annoying Makes you feel more positive Impression Informative Clear and easy to follow Informa+on Recognise catchphrase/slogan Recognise music/voice Integra+on Mean score (max 10) Base: All test listeners

30 5i s scores Which of these words and phrases do you feel could be applied to this radio advertising? Involvement Integration Identity Information Impression McDonald's - Australia radiogauge average UK Restaurant average Canada average Mean score (max 10) Base: All test listeners Base: All Test Sample

31 Proving the value of crea1vity Ad awareness - variance from norm +9.1% +12.9% differential Top 25% radio campaigns (5i scores) Bo<om 25% radio campaigns (5i scores) -3.8%

32 What do the best radio ads do well? 5 most common crea4ve features 90%$ 84%$ 70%$ 50%$ 59%$ 58%$ 48%$ 47%$ 30%$ 10%$ (10%$ Neutral$(RP)$accent$ New$crea:ve$route$ Male$voice$ Brand$reveal$at$start$$ Music$ (30%$ (50%$ (70%$ %$of$ads$featuring$ Propor:on$Top$vs.$BoGom$quin:le$

33 What do the best radio ads do well? 5 most common crea4ve features 90% 84% 70% 50% 59% 58% 48% 47% 30% 27% 22% 10% 8% 3% -10% Neutral (RP) accent New crea<ve route Male voice Brand reveal at start Music -30% -50% -70% -60% % of ads featuring Net crea<ve influence

34 What do the best radio ads do well? 5 most effec7ve crea7ve features 61% 52% 40% 29% 43% 42% 34% 39% 29% 21% Established crea7ve route Music link with TV Music consistent across radio ads Established sonic brand device Voice link with TV Net crea7ve influence % of ads using

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37 how did the campaign go?

38 the client confidence gap OK, we ll try it I can feel it working

39 before radiogauge historically <2% share went to radio

40 after radiogauge radio s share: 32.2% annual increase: +23.4% annual radio spend: 3,925,000

41 US $320 million of extra radio revenue since 2008

42 the global standard for measuring radio advertising effectiveness