Radio drives brand browsing online

Radio listeners exposed to radio advertising for a specific brand, they are 52% more likely to include that brand-name in their internet browsing., claims new findings from the Radio Advertising Bureau.

The impact has an almost immediate effect on browsing . The research highlights that 58% of all browsing that was identified as being stimulated by radio takes place in 24 hours of exposure to advertising.

Other findings from the research showed that on average the brands involved in the study allocated only 10% of their total spend on media to radio.

Creative execution and a straightforward URL also were identified as vital factors in optimising radio's online multiplier effect.

The research is the first study of its kind measuring actual browsing behaviour of respondents that have been exposed to 'live' radio campaigns.

It was conducted by research companies Dollywagon Media Science (working with scientists and academics to exploit recent advances in mathematics and computer science) and research specialists Other Lines of Enquiry.

Twenty three brand campaigns were measured in the research which analysed the detailed internet browsing patterns of people who were exposed to a random sample of ‘live’ radio campaigns and comparing them to a sample of people who were not exposed.

“The internet has become an incredibly important interface for customer marketing but the problem is that it also allows access to all your rival’s brands which means the key challenge is to ensure that customers seek out your brand specifically – marketers are increasingly turning to offline media to direct consumers to their brands online,” said managing director at the Radio Advertising Bureau, Simon Redican.

Planning director at the Radio Advertising Bureau:, Mark Barber, added that the findings were highly significant for brands in markets where the internet provides the crucial final stage of customer buying .

“Radio advertising offers these brands the chance to “turbo charge” this part of the marketing process,” he added.