SlideShare a Scribd company logo
1 of 16
Download to read offline
WORD OF MOUSE
How radio optimises internet search
Word Of Mouse
Introduction|




The internet has become a primary tool for consumers to access brands, and this has inevitably led to a shift
in the roles that other media play. Within this, search patterns have become extremely important: brands can
live or die according to how high up the search ranking they come.

At the same time, it is now widely understood that although the internet is so powerful at enabling this
access, alone it cannot deliver the whole range of marketing communications required to connect people
with brands.

In simple terms – if people want to know more about your goods or services, they can find what they need
on the web pretty easily these days: but why should they? What is driving them to do that searching in the
first place?

This is where offline media come into play, particularly broadcast media like radio and TV, as they can
stimulate demand and generate curiosity amongst consumers before they begin an active search.

Radio has a unique position with the internet because of its nature as an accompaniment or “parallel”
medium, consumed while people are surfing.

This publication offers a review of existing research into the way radio and the internet are consumed, and
how they work together.

In addition it presents the results of a new study by the University of Lancaster, which examines how radio
commercials can influence the way people search the web.




                                                                         Radio, the multiplier medium of the digital age   1
Contents|




Executive summary                                             3

The Original Radio and Internet Research Study                4

The 2005 Ad Avoidance Study                                   6

The 2007 US RAEL Radio and Internet Study                     7

New research – how radio optimises internet search patterns   8




2   Radio, the multiplier medium of the digital age
Executive summary|




Internet search has become extremely important: it’s the way people access brands, and therefore the
influencing of search behaviour has become crucial.

The original RAB/IAB study of 2005 established that there is a large overlap between the use of radio and the
internet. Most people have used both at the same time and, at any given time, 20% of online users are
concurrently listening to the radio.

In the same study, there was a clear pattern of radio prompting internet access for brands – over half the
respondents agreed “I have checked things out on the internet after just hearing about them on the radio”.

The significance of this was underlined by the 2005 RAB study into advertising avoidance, which showed that
while radio’s ad avoidance levels were very low, those for the internet were the highest of any media tested,
including direct mail. This highlighted radio’s ability at reaching out and influencing people beyond just the
in-market consumer.

This finding tallies with a 2007 US study by RAEL, which demonstrated that radio advertising has a kind of
“turbocharger effect” on internet ads – people exposed to one radio ad and one internet ad scored over four
times higher on unprompted brand recall than people who had just been exposed to two internet ads.

A new study, commissioned by the RAB and run by the University of Lancaster in Summer 2007, took a closer
look at the way radio influences people’s search patterns. The test asked people to find cheap flights and car
insurance on the web, and then exposed them to radio advertising while they searched (half were exposed to
irrelevant ads). Whilst this was a relatively small-scale test, it demonstrated two very important points:

     •     radio messages have a very strong effect on brand name search – on
           average in this test, people were over three times more likely to
           search for a specific brand name if they heard that brand on radio

     •     radio also drives traffic to websites as part of the search task – on average
           in this test, people were 28% more likely to go to a website if it
           was advertised on-air

This demonstrates the unique way in which radio – historically dubbed the “multiplier medium” – continues
to have a multiplier effect in the new digital media landscape.

As the costs of paid-for search increase in many mature markets, diminishing returns set in and
marketers look for new ways to drive website traffic. In this context, radio is a kind of “search
optimiser”.




                                                                        Radio, the multiplier medium of the digital age   3
The Original Radio & Internet Research Study (2005)|



                                               MAGAZINES 7%


                      NEWSPAPERS 7%
                                                                                          RADIO 26%




              TV 36%



                                                                                          INTERNET 24%




Chart 1: Radio & internet are high-hours media
% of media time amongst broadband users
Base: All home internet users with broadband (453)
Source: BMRB Internet Monitor, August 2004




In 2005 the Radio Advertising Bureau teamed up with           Finding 1: radio and the internet are high
the Internet Advertising Bureau to study the way people       hours media
use radio and the internet, and the implications this had
for brands using the two media together.                      People spend longer with some media than others – TV
                                                              accounts for the longest hours but radio and the internet
The quantitative study was conducted by researchers           each account for about a quarter of all time spent with
Other Lines Of Enquiry and looked at homes which had          media in an average day.
both dial-up and broadband internet access.




4   Radio, the multiplier medium of the digital age
59%

          75%
                                                                  57%
   67%                             Other   Broadband




                                 53%
                                                                                                                   39%
                       48%




                                                 22%
                                           20%




   Ever surf the      Within the last       Listening       I have checked out     If I hear something       Radio adverts have
internet and listen      7 days               NOW              things on the       on the radio whilst           prompted
  to radio at the                                            internet after just   using the internet I       me to search for
    same time                                                     hearing          will search the web         something on
                                                            them on the radio        for more details           the internet


Chart 2: At any given moment, a fifth of online             Chart 3: Radio drives online response
users are listening to radio at the same time               Base: 310 who listen to radio when online
Source: Other Lines of Enquiry                              Source: Other Lines of Enquiry




Finding 2: many people listen to radio while                Finding 3: radio drives online response
surfing or working online
                                                            The study also showed that for the majority of people
The overall figure for people using both media together     there was a strong link between hearing about brands or
in this way was 67% (75% for broadband homes), but          services on the radio and then clicking through to find
the surprising figure was that around a fifth of internet   out more about them on the web. This pattern of using
users (on whichever kind of connection) were already        the web to search for more information has become
listening to the radio while answering the web-based        even more established in the intervening period, as
questionnaire.                                              confidence with search engines has increased.

This suggested that at any given time a fifth of online
users are concurrently listening to radio, and are
therefore open to the medium’s influence.

                                                                              Radio, the multiplier medium of the digital age   5
The 2005 Advertising Avoidance Study|
llllllllllllllllllllllllllllllllllllllllllllllllll
                                                     llllllllllllllllllllllllllllllllllllllllllllllllll
                                                                                                          llllllllllllllllllllllllllllllllllllllllllllllllll
                                                                                                                                                               llllllllllllllllllllllllllllllllllllllllllllllllll
                                                                                                                                                                                                                    llllllllllllllllllllllllllllllllllllllllllllllllll
                                                                                                                                                                                                                                                                         llllllllllllllllllllllllllllllllllllllllllllllllll
                                                                                                                                                                                                            9%                                                  6%                        6%
                                          16%                                                  18%
                                                                                                                                                    22%
                                                                                                                                                                                                                                                                                         22%
                                                                                                                                                                                                                                                             29%
                                                                                                                                                                                                         30%



                                          42%

                                                                                                                                                    48%
                                                                                               64%



                                                                                                                                                                                                                                                                                         73%
                                                                                                                                                                                                         62%                                                 65%




                                                                                                                                                                                                                                                                           l l l
                                                                                                                                                                                                                                                                                                       Engage
                                          42%
                                                                                                                                                    31%
                                                                                                                                                                                                                                                                                                       Half-attentive
                                                                                               18%

                                                                                                                                                                                                                                                                                                       Hard avoid




ALL MEDIA                                                 RADIO                                                         TV                                         DIRECT                                           INTERNET                                             INTERNET
 AVERAGE                                                                                                                                                            MAIL                                            BANNERS                                               POP UPS


Ad avoidance: radio low, internet high
Source: Clark Chapman 2005




In 2005 the Radio Advertising Bureau commissioned a                                                                                                                                               As the chart shows, avoidance levels are dramatically
survey looking at the way people avoid advertising in                                                                                                                                             different for radio and the internet. Avoidance levels with
different media. The survey was run by Clark Chapman,                                                                                                                                             the internet are even higher than those for direct mail.
and asked 500 people to classify the different ways they
                                                                                                                                                                                                  This makes sense from what we know of the way people
tended to deal with the ads within each medium,
                                                                                                                                                                                                  listen to radio and surf the internet. With the internet,
specifically:
                                                                                                                                                                                                  much of the time people are “sitting forward”, actively
                                                                                                                                                                                                  looking for things, and therefore have a low tolerance of
•             the proportion of ads they felt they engaged with
                                                                                                                                                                                                  advertising which seems to intrude or get in the way of
•             the proportion of ads they felt they “hard avoided”                                                                                                                                 their mission. By contrast radio is a parallel medium,
              (e.g. by flicking TV channels or turning the page of a                                                                                                                              with low levels of hard avoidance: people tend to semi-
              newspaper)                                                                                                                                                                          consciously zone in and out of the content according to
                                                                                                                                                                                                  its relevance or interest for them.
•             the proportion of ads which fell in between these
              two extremes                                                                                                                                                                        As a result, with radio it is easier to get your message
                                                                                                                                                                                                  across to people who might typically avoid it in other
                                                                                                                                                                                                  media.

6          Radio, the multiplier medium of the digital age
The 2007 US RAEL Radio & Internet Advertising Study|




Exposed to two internet ads
                                            lllllllllllll
                                                  6% brand awareness




Exposed to one internet ad plus one radio
                                            llllllllllllllllllllllllllllllllllllllll                       27% brand awareness




Radio ‘turbocharges’ internet effect
Unprompted brand recall amongst panel members who were...
Source: Radio Advertising Effectiveness Lab




A recent US study confirmed that radio’s low levels of          times higher than for those which had been exposed
avoidance create a kind of turbocharging effect on              twice via internet only.
internet messages. The Radio Advertising Effectiveness
                                                                This makes sense when looking at the complementary
Lab (RAEL) published a survey in 2007 where members of
                                                                way that radio and the internet work together – while
an online research panel were exposed to two separate
                                                                the internet is the crucial access point, radio is playing
types of advertising stimulus (both of which were
                                                                the role of attention-getter, or awareness-creator.
adjudged to be equal in terms of media cost):

•   Exposure to two internet ads (different styles - static
    banners, animated images, flash graphics etc)

•   Exposure to one internet ad and one radio ad

The results in terms of unprompted brand recall for the
test brands were very dramatic as the graph shows.
Levels of unprompted recall of the brands which had
been exposed on radio as well as internet were over four

                                                                                 Radio, the multiplier medium of the digital age   7
New research – how radio optimises internet search|




In 2007 the Radio Advertising Bureau commissioned a        In order to test this, a sample of 55 Commercial Radio
new study by the University of Lancaster which looked to   listeners were invited into a lab-test environment and
understand how exposure to radio advertising could         asked to look for cheap car insurance and cheap airline
influence the way people search for things on the          flights on the internet.
internet.                                                  All respondents had to be active internet users who had
                                                           bought things online before, and also regular
The study examined three aspects of the way exposure to
                                                           Commercial Radio listeners who listened while browsing.
radio could change browsing behaviour:

                                                           While they were searching a “radio” was playing in the
•   the extent to which people search for brand names
                                                           background. In fact the radio was pre-recorded, with a
•   the extent to which people go directly to brands’      mix of music, trails and advertising. For half the sample,
    websites                                               the output contained ads relevant to the searches; for
                                                           the other half the ads were not relevant.
•   the extent to which these effects vary for different
    kinds of campaigns


8   Radio, the multiplier medium of the digital age
The three test-brands also had differing profiles in terms       on building the values of the brand rather than
of marketing communications:                                     driving people to the site for a specific offer.

•   Brand A is an internet-only travel brand which is        •   Brand C is an internet-only insurance brand. It
    almost a household name in the UK, and at the time           has less spontaneous awareness as a brand name
    of the test had a strong presence on Google but              than Brand A, and at the time of the test had a low
    limited above-the-line adspend. The radio advertising        profile in paid-for searches. The radio advertising
    used in the test was designed to build desire for            used in the test focused emphatically on creating
    short breaks rather than focusing purely on the              awareness of the website, with the promise of saving
    brand name.                                                  money on car insurance.

•   Brand B is an insurance brand that exists as a           Although this was a relatively small scale test, the RAB
    brand beyond the internet. It has a strong above-the-    has interpreted some very valuable findings from the
    line advertising presence, and at the time of the test   data.
    had a similarly strong presence in paid-for search. In
    the radio advertising used in the test, the focus was

                                                                             Radio, the multiplier medium of the digital age   9
ll
                                                                                  Control group (exposed to non-relevant radio ads)


                                                                                  Test group (exposed to relevant radio ads)


+324%
                           14%

                                                                                                                  25%




                                                       llllllllllllllllllllllllllllllllllllllll
                                                                14%




      3%
                                                       llllllllllllllllllllll
                                                        5%                                              5%
                                                       lllllllll


                                                       lllllllll
                                                                                           3%




                                                       llllll
                                                       l                        0%

             Average                                      Brand A                  Brand B                 Brand C


Chart 1: Radio multiplies brand-name search
% searching for test brand names
Source: University of Lancaster




Finding 1: Radio advertising increases brand                        As the graph shows, within the +324% overall shift in
name search significantly                                           the average, there is a very wide variation in effect
                                                                    between the different brands.
In this test, brand name search increased by 324% on
average for the brands advertised on radio.                         This finding makes sense for smaller and medium-sized
                                                                    brands like Brand C – they are not necessarily front of
When searching for items like car insurance or cheap                mind, so people may not initially turn to them. But they
flights, people will tend to use either descriptive terms           have a residual familiarity, and a simple prompt can just
(“cheap car insurance”) or brand names (“Admiral”) – in             remind people of the brand’s promise established in its
this test, brand name search accounted for around half              previous advertising.
of all searching. This shows how important brand
familiarity is for driving web traffic.                             However, there is also a measurable “radio effect” when
                                                                    people search for well established brands. Brand A has
However, the group exposed to the radio advertising was             gained household name status in the UK for items such
on average over three times more likely to search for the           as cheap flights, so it is likely to feature in the list of sites
advertised brands (compared to the control group who                searched for cheaper air fares. However, even in this case
were exposed to advertising for other sectors).                     radio advertising seems to increase the number of people
                                                                    conducting a brand name search.




10   Radio, the multiplier medium of the digital age
ll
                                                                                    Control group (exposed to non-relevant radio ads)
  +28%                  50%
                                                                                    Test group (exposed to relevant radio ads)




     39%
                                                                    69%




                                                     lllllllllllllllllllllllllllllllllllllll
                                                       63%




                                                     llllllllllllllllllllllllllllllllllll
                                                                                                                        53%




                                                     llllllllllllllllllllllllllllll
                                                                                  32%




                                                     llllllllllllllllll
                                                                                              28%




                                                     llllllllllllllll
                                                                                                            21%




                                                     llllllllllll
            Average                                           Brand A                 Brand B                   Brand C


Chart 2: Radio multiplies traffic to brand sites
% searching for test brand names
Source: University of Lancaster




Finding 2: Radio directly increases traffic to                          advertising more than doubled site traffic in the test
brand sites                                                             group.

In this test, website traffic increased by 28% on average               Interestingly, there was some evidence that the Brand B
for the brands advertised on radio.                                     advertising – which focused more on brand-building
                                                                        rather than driving web traffic – began to exert a
Internet searchers will click through to a brand’s website              stronger influence on browsing behaviour after the
based on how relevant they feel it is in relation to the                second exposure.
search terms that they input.
                                                                        The clear implication of this study is that radio
In this study, the participants in the test group were                  acts as a kind of “search optimiser” for brands:
about 28% more likely to visit the brands’ websites than
the participants in the control group, suggesting that                  •   Increasing brand name searches
exposure to radio advertising can increase the appeal of
                                                                        •   Increasing visits to brand websites
brand sites as part of the search process.
                                                                            alongside search
As the chart shows however, the effect is not uniform
across brands and campaigns. The Brand A site was
already getting very high levels of traffic, and the radio-
driven increase was small; by contrast the Brand C


                                                                                        Radio, the multiplier medium of the digital age   11
References:


A. Using radio with online (RAB/IAB/Other Lines of Enquiry 2005)
(for further information, go to: www.rab.co.uk/online)


B. You can’t close your ears (RAB/Clark Chapman 2005)
(for further information, go to: www.rab.co.uk/adavoidance)


C. Radio and the Internet: Powerful Complements for Advertisers (RAEL 2007)
(for further information, go to: www.radioadlab.org/radioInternetAdv.cfm)



For further information about the work of the University of Lancaster contact
Mary Hargeaves (Marketing Department) or
Professor Tom Ormerod (Psychology Department) on 01524 65201.




12   Radio, the multiplier medium of the digital age
Word Of Mouse
The Radio Advertising Bureau, part of RadioCentre Ltd, is funded by the UK Commercial Radio industry to encourage national advertisers
and their agencies towards more effective use of radio as part of their communications mix. For further information, go to: www.rab.co.uk

More Related Content

What's hot

Mobile Marketing Association Keynote Speech - Scott A. Jones
Mobile Marketing Association Keynote Speech - Scott A. JonesMobile Marketing Association Keynote Speech - Scott A. Jones
Mobile Marketing Association Keynote Speech - Scott A. JonesSara Camden
 
Radio Futures 2010 Report
Radio Futures 2010 ReportRadio Futures 2010 Report
Radio Futures 2010 ReportVision Critical
 
Paid Online Content
Paid Online ContentPaid Online Content
Paid Online ContentGaurav Gupta
 
Social Media Boot Camp at NORAD NORTHCOM
Social Media Boot Camp at NORAD NORTHCOMSocial Media Boot Camp at NORAD NORTHCOM
Social Media Boot Camp at NORAD NORTHCOMguest3b9e35d
 
KPMG Media and Entertainment 2010
KPMG Media and Entertainment 2010KPMG Media and Entertainment 2010
KPMG Media and Entertainment 2010twofourseven
 
Eye Opener 1st Edition March 2012
Eye Opener   1st Edition March 2012Eye Opener   1st Edition March 2012
Eye Opener 1st Edition March 2012jwhittaker1969
 
Podcasting Listening Survey
Podcasting Listening SurveyPodcasting Listening Survey
Podcasting Listening Surveyinternetstats
 
Universal Mccann International Social Media Research Wave 3
Universal Mccann International Social Media Research Wave 3Universal Mccann International Social Media Research Wave 3
Universal Mccann International Social Media Research Wave 3Michael Johnston
 
Orange Mobile Exposure 2010
Orange Mobile Exposure 2010Orange Mobile Exposure 2010
Orange Mobile Exposure 2010Edelman
 
Wave 4 - Power to the People
Wave 4 - Power to the PeopleWave 4 - Power to the People
Wave 4 - Power to the PeopleThorsten Linz
 
Towards new modes of giving
Towards new modes of givingTowards new modes of giving
Towards new modes of givingIpsos UK
 
How & Why - Social Media for Emergencies
How & Why - Social Media for EmergenciesHow & Why - Social Media for Emergencies
How & Why - Social Media for EmergenciesEPI2oh
 

What's hot (14)

Mobile Marketing Association Keynote Speech - Scott A. Jones
Mobile Marketing Association Keynote Speech - Scott A. JonesMobile Marketing Association Keynote Speech - Scott A. Jones
Mobile Marketing Association Keynote Speech - Scott A. Jones
 
Radio Futures 2010 Report
Radio Futures 2010 ReportRadio Futures 2010 Report
Radio Futures 2010 Report
 
Paid Online Content
Paid Online ContentPaid Online Content
Paid Online Content
 
Social Media Boot Camp at NORAD NORTHCOM
Social Media Boot Camp at NORAD NORTHCOMSocial Media Boot Camp at NORAD NORTHCOM
Social Media Boot Camp at NORAD NORTHCOM
 
KPMG Media and Entertainment 2010
KPMG Media and Entertainment 2010KPMG Media and Entertainment 2010
KPMG Media and Entertainment 2010
 
Eye Opener 1st Edition March 2012
Eye Opener   1st Edition March 2012Eye Opener   1st Edition March 2012
Eye Opener 1st Edition March 2012
 
New Technologies (‘Web 2.0’) and GC Communications
New Technologies (‘Web 2.0’) and GC CommunicationsNew Technologies (‘Web 2.0’) and GC Communications
New Technologies (‘Web 2.0’) and GC Communications
 
Podcasting Listening Survey
Podcasting Listening SurveyPodcasting Listening Survey
Podcasting Listening Survey
 
Universal Mccann International Social Media Research Wave 3
Universal Mccann International Social Media Research Wave 3Universal Mccann International Social Media Research Wave 3
Universal Mccann International Social Media Research Wave 3
 
Orange Mobile Exposure 2010
Orange Mobile Exposure 2010Orange Mobile Exposure 2010
Orange Mobile Exposure 2010
 
Wave 4 - Power to the People
Wave 4 - Power to the PeopleWave 4 - Power to the People
Wave 4 - Power to the People
 
Towards new modes of giving
Towards new modes of givingTowards new modes of giving
Towards new modes of giving
 
Social mediaslidedeck
Social mediaslidedeckSocial mediaslidedeck
Social mediaslidedeck
 
How & Why - Social Media for Emergencies
How & Why - Social Media for EmergenciesHow & Why - Social Media for Emergencies
How & Why - Social Media for Emergencies
 

Similar to Word Of Mouse

Why Choose Radio?
Why Choose Radio?Why Choose Radio?
Why Choose Radio?ben_sumner
 
Power to the People. Social Media Tracker Wave 4
Power to the People. Social Media Tracker Wave 4Power to the People. Social Media Tracker Wave 4
Power to the People. Social Media Tracker Wave 4Juan Carlos Llanos M.
 
Wave 4 "power to the people"
Wave 4 "power to the people"Wave 4 "power to the people"
Wave 4 "power to the people"Julius Trujillo
 
Universal Mc Cann Wave4
Universal Mc Cann Wave4Universal Mc Cann Wave4
Universal Mc Cann Wave4jackiepeters
 
Power To The People: Wave 4 Social Media Study by Universal McCann
Power To The People: Wave 4 Social Media Study by Universal McCannPower To The People: Wave 4 Social Media Study by Universal McCann
Power To The People: Wave 4 Social Media Study by Universal McCannIN2marcom .com
 
Social media tracker wave 4 jul09
Social media tracker wave 4 jul09Social media tracker wave 4 jul09
Social media tracker wave 4 jul09Retelur Marketing
 
Estudio Universal McCann Online
Estudio Universal McCann OnlineEstudio Universal McCann Online
Estudio Universal McCann OnlineAndres Lagos
 
Universal Mc Cann Wave4 Report
Universal Mc Cann Wave4 ReportUniversal Mc Cann Wave4 Report
Universal Mc Cann Wave4 ReportWebrazzi
 
Sca rinsights radio_andonline_2017
Sca rinsights radio_andonline_2017Sca rinsights radio_andonline_2017
Sca rinsights radio_andonline_2017Nicole Barns
 
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011Digital Entertainment Survey 2011
Digital Entertainment Survey 2011Wiggin LLP
 
Online Video Advertising Trends
Online Video Advertising TrendsOnline Video Advertising Trends
Online Video Advertising TrendsGlenn Humble
 

Similar to Word Of Mouse (20)

Why Choose Radio?
Why Choose Radio?Why Choose Radio?
Why Choose Radio?
 
Power to the People. Social Media Tracker Wave 4
Power to the People. Social Media Tracker Wave 4Power to the People. Social Media Tracker Wave 4
Power to the People. Social Media Tracker Wave 4
 
Wave 4
Wave 4Wave 4
Wave 4
 
Wave 4 "power to the people"
Wave 4 "power to the people"Wave 4 "power to the people"
Wave 4 "power to the people"
 
Universal Mc Cann Wave4
Universal Mc Cann Wave4Universal Mc Cann Wave4
Universal Mc Cann Wave4
 
Wave4 Socialmedia
Wave4 SocialmediaWave4 Socialmedia
Wave4 Socialmedia
 
Wave 4
Wave 4Wave 4
Wave 4
 
UM Wave 4
UM Wave 4UM Wave 4
UM Wave 4
 
Wave 4
Wave 4Wave 4
Wave 4
 
Universal Mc Cann Wave4
Universal Mc Cann Wave4Universal Mc Cann Wave4
Universal Mc Cann Wave4
 
Power To The People: Wave 4 Social Media Study by Universal McCann
Power To The People: Wave 4 Social Media Study by Universal McCannPower To The People: Wave 4 Social Media Study by Universal McCann
Power To The People: Wave 4 Social Media Study by Universal McCann
 
Social media tracker wave 4 jul09
Social media tracker wave 4 jul09Social media tracker wave 4 jul09
Social media tracker wave 4 jul09
 
Estudio Universal McCann Online
Estudio Universal McCann OnlineEstudio Universal McCann Online
Estudio Universal McCann Online
 
Wave4
Wave4Wave4
Wave4
 
Universal McCann Wave 4
Universal McCann Wave 4Universal McCann Wave 4
Universal McCann Wave 4
 
Wave4
Wave4Wave4
Wave4
 
Universal Mc Cann Wave4 Report
Universal Mc Cann Wave4 ReportUniversal Mc Cann Wave4 Report
Universal Mc Cann Wave4 Report
 
Sca rinsights radio_andonline_2017
Sca rinsights radio_andonline_2017Sca rinsights radio_andonline_2017
Sca rinsights radio_andonline_2017
 
Digital Entertainment Survey 2011
Digital Entertainment Survey 2011Digital Entertainment Survey 2011
Digital Entertainment Survey 2011
 
Online Video Advertising Trends
Online Video Advertising TrendsOnline Video Advertising Trends
Online Video Advertising Trends
 

More from Ihab Hatoum

2014 full NY Times innovation report
2014 full NY Times innovation report2014 full NY Times innovation report
2014 full NY Times innovation reportIhab Hatoum
 
2010 : US top retail brands
2010 : US top retail brands2010 : US top retail brands
2010 : US top retail brandsIhab Hatoum
 
2010 : top global brands poster
2010 : top global brands poster2010 : top global brands poster
2010 : top global brands posterIhab Hatoum
 
Com score 2010 us digital year in review
Com score 2010 us digital year in reviewCom score 2010 us digital year in review
Com score 2010 us digital year in reviewIhab Hatoum
 
2008 Leading Luxury Brands
2008 Leading Luxury Brands2008 Leading Luxury Brands
2008 Leading Luxury BrandsIhab Hatoum
 
The Way How Mckinsey Works
The Way How Mckinsey WorksThe Way How Mckinsey Works
The Way How Mckinsey WorksIhab Hatoum
 
50 Editable Slides Backgrounds Part One
50 Editable Slides Backgrounds   Part One50 Editable Slides Backgrounds   Part One
50 Editable Slides Backgrounds Part OneIhab Hatoum
 
50 Editable Slides Backgrounds part two
50 Editable Slides Backgrounds part two  50 Editable Slides Backgrounds part two
50 Editable Slides Backgrounds part two Ihab Hatoum
 
50 Editable Slides Backgrounds Part Three
50 Editable Slides Backgrounds   Part Three50 Editable Slides Backgrounds   Part Three
50 Editable Slides Backgrounds Part ThreeIhab Hatoum
 
50 Editable Slides Backgrounds part four
50 Editable Slides Backgrounds part four   50 Editable Slides Backgrounds part four
50 Editable Slides Backgrounds part four Ihab Hatoum
 
Getting People Talking
Getting People TalkingGetting People Talking
Getting People TalkingIhab Hatoum
 
Power Of Advocacy
Power Of AdvocacyPower Of Advocacy
Power Of AdvocacyIhab Hatoum
 
Radio Marketing Guide
Radio Marketing GuideRadio Marketing Guide
Radio Marketing GuideIhab Hatoum
 
Best Retail Brands 2009
Best Retail Brands 2009Best Retail Brands 2009
Best Retail Brands 2009Ihab Hatoum
 
Templates For Work
Templates For WorkTemplates For Work
Templates For WorkIhab Hatoum
 
45 New editable PPT diagrams!
45 New editable PPT diagrams!45 New editable PPT diagrams!
45 New editable PPT diagrams!Ihab Hatoum
 
Value Chain Analysis Editable Slides
Value Chain Analysis  Editable SlidesValue Chain Analysis  Editable Slides
Value Chain Analysis Editable SlidesIhab Hatoum
 

More from Ihab Hatoum (19)

2014 full NY Times innovation report
2014 full NY Times innovation report2014 full NY Times innovation report
2014 full NY Times innovation report
 
2010 : US top retail brands
2010 : US top retail brands2010 : US top retail brands
2010 : US top retail brands
 
2010 : top global brands poster
2010 : top global brands poster2010 : top global brands poster
2010 : top global brands poster
 
Com score 2010 us digital year in review
Com score 2010 us digital year in reviewCom score 2010 us digital year in review
Com score 2010 us digital year in review
 
templates
templatestemplates
templates
 
2008 Leading Luxury Brands
2008 Leading Luxury Brands2008 Leading Luxury Brands
2008 Leading Luxury Brands
 
The Way How Mckinsey Works
The Way How Mckinsey WorksThe Way How Mckinsey Works
The Way How Mckinsey Works
 
50 Editable Slides Backgrounds Part One
50 Editable Slides Backgrounds   Part One50 Editable Slides Backgrounds   Part One
50 Editable Slides Backgrounds Part One
 
50 Editable Slides Backgrounds part two
50 Editable Slides Backgrounds part two  50 Editable Slides Backgrounds part two
50 Editable Slides Backgrounds part two
 
50 Editable Slides Backgrounds Part Three
50 Editable Slides Backgrounds   Part Three50 Editable Slides Backgrounds   Part Three
50 Editable Slides Backgrounds Part Three
 
50 Editable Slides Backgrounds part four
50 Editable Slides Backgrounds part four   50 Editable Slides Backgrounds part four
50 Editable Slides Backgrounds part four
 
Getting People Talking
Getting People TalkingGetting People Talking
Getting People Talking
 
Power Of Advocacy
Power Of AdvocacyPower Of Advocacy
Power Of Advocacy
 
Adavoidance
AdavoidanceAdavoidance
Adavoidance
 
Radio Marketing Guide
Radio Marketing GuideRadio Marketing Guide
Radio Marketing Guide
 
Best Retail Brands 2009
Best Retail Brands 2009Best Retail Brands 2009
Best Retail Brands 2009
 
Templates For Work
Templates For WorkTemplates For Work
Templates For Work
 
45 New editable PPT diagrams!
45 New editable PPT diagrams!45 New editable PPT diagrams!
45 New editable PPT diagrams!
 
Value Chain Analysis Editable Slides
Value Chain Analysis  Editable SlidesValue Chain Analysis  Editable Slides
Value Chain Analysis Editable Slides
 

Recently uploaded

Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 

Recently uploaded (20)

Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 

Word Of Mouse

  • 1. WORD OF MOUSE How radio optimises internet search
  • 3. Introduction| The internet has become a primary tool for consumers to access brands, and this has inevitably led to a shift in the roles that other media play. Within this, search patterns have become extremely important: brands can live or die according to how high up the search ranking they come. At the same time, it is now widely understood that although the internet is so powerful at enabling this access, alone it cannot deliver the whole range of marketing communications required to connect people with brands. In simple terms – if people want to know more about your goods or services, they can find what they need on the web pretty easily these days: but why should they? What is driving them to do that searching in the first place? This is where offline media come into play, particularly broadcast media like radio and TV, as they can stimulate demand and generate curiosity amongst consumers before they begin an active search. Radio has a unique position with the internet because of its nature as an accompaniment or “parallel” medium, consumed while people are surfing. This publication offers a review of existing research into the way radio and the internet are consumed, and how they work together. In addition it presents the results of a new study by the University of Lancaster, which examines how radio commercials can influence the way people search the web. Radio, the multiplier medium of the digital age 1
  • 4. Contents| Executive summary 3 The Original Radio and Internet Research Study 4 The 2005 Ad Avoidance Study 6 The 2007 US RAEL Radio and Internet Study 7 New research – how radio optimises internet search patterns 8 2 Radio, the multiplier medium of the digital age
  • 5. Executive summary| Internet search has become extremely important: it’s the way people access brands, and therefore the influencing of search behaviour has become crucial. The original RAB/IAB study of 2005 established that there is a large overlap between the use of radio and the internet. Most people have used both at the same time and, at any given time, 20% of online users are concurrently listening to the radio. In the same study, there was a clear pattern of radio prompting internet access for brands – over half the respondents agreed “I have checked things out on the internet after just hearing about them on the radio”. The significance of this was underlined by the 2005 RAB study into advertising avoidance, which showed that while radio’s ad avoidance levels were very low, those for the internet were the highest of any media tested, including direct mail. This highlighted radio’s ability at reaching out and influencing people beyond just the in-market consumer. This finding tallies with a 2007 US study by RAEL, which demonstrated that radio advertising has a kind of “turbocharger effect” on internet ads – people exposed to one radio ad and one internet ad scored over four times higher on unprompted brand recall than people who had just been exposed to two internet ads. A new study, commissioned by the RAB and run by the University of Lancaster in Summer 2007, took a closer look at the way radio influences people’s search patterns. The test asked people to find cheap flights and car insurance on the web, and then exposed them to radio advertising while they searched (half were exposed to irrelevant ads). Whilst this was a relatively small-scale test, it demonstrated two very important points: • radio messages have a very strong effect on brand name search – on average in this test, people were over three times more likely to search for a specific brand name if they heard that brand on radio • radio also drives traffic to websites as part of the search task – on average in this test, people were 28% more likely to go to a website if it was advertised on-air This demonstrates the unique way in which radio – historically dubbed the “multiplier medium” – continues to have a multiplier effect in the new digital media landscape. As the costs of paid-for search increase in many mature markets, diminishing returns set in and marketers look for new ways to drive website traffic. In this context, radio is a kind of “search optimiser”. Radio, the multiplier medium of the digital age 3
  • 6. The Original Radio & Internet Research Study (2005)| MAGAZINES 7% NEWSPAPERS 7% RADIO 26% TV 36% INTERNET 24% Chart 1: Radio & internet are high-hours media % of media time amongst broadband users Base: All home internet users with broadband (453) Source: BMRB Internet Monitor, August 2004 In 2005 the Radio Advertising Bureau teamed up with Finding 1: radio and the internet are high the Internet Advertising Bureau to study the way people hours media use radio and the internet, and the implications this had for brands using the two media together. People spend longer with some media than others – TV accounts for the longest hours but radio and the internet The quantitative study was conducted by researchers each account for about a quarter of all time spent with Other Lines Of Enquiry and looked at homes which had media in an average day. both dial-up and broadband internet access. 4 Radio, the multiplier medium of the digital age
  • 7. 59% 75% 57% 67% Other Broadband 53% 39% 48% 22% 20% Ever surf the Within the last Listening I have checked out If I hear something Radio adverts have internet and listen 7 days NOW things on the on the radio whilst prompted to radio at the internet after just using the internet I me to search for same time hearing will search the web something on them on the radio for more details the internet Chart 2: At any given moment, a fifth of online Chart 3: Radio drives online response users are listening to radio at the same time Base: 310 who listen to radio when online Source: Other Lines of Enquiry Source: Other Lines of Enquiry Finding 2: many people listen to radio while Finding 3: radio drives online response surfing or working online The study also showed that for the majority of people The overall figure for people using both media together there was a strong link between hearing about brands or in this way was 67% (75% for broadband homes), but services on the radio and then clicking through to find the surprising figure was that around a fifth of internet out more about them on the web. This pattern of using users (on whichever kind of connection) were already the web to search for more information has become listening to the radio while answering the web-based even more established in the intervening period, as questionnaire. confidence with search engines has increased. This suggested that at any given time a fifth of online users are concurrently listening to radio, and are therefore open to the medium’s influence. Radio, the multiplier medium of the digital age 5
  • 8. The 2005 Advertising Avoidance Study| llllllllllllllllllllllllllllllllllllllllllllllllll llllllllllllllllllllllllllllllllllllllllllllllllll llllllllllllllllllllllllllllllllllllllllllllllllll llllllllllllllllllllllllllllllllllllllllllllllllll llllllllllllllllllllllllllllllllllllllllllllllllll llllllllllllllllllllllllllllllllllllllllllllllllll 9% 6% 6% 16% 18% 22% 22% 29% 30% 42% 48% 64% 73% 62% 65% l l l Engage 42% 31% Half-attentive 18% Hard avoid ALL MEDIA RADIO TV DIRECT INTERNET INTERNET AVERAGE MAIL BANNERS POP UPS Ad avoidance: radio low, internet high Source: Clark Chapman 2005 In 2005 the Radio Advertising Bureau commissioned a As the chart shows, avoidance levels are dramatically survey looking at the way people avoid advertising in different for radio and the internet. Avoidance levels with different media. The survey was run by Clark Chapman, the internet are even higher than those for direct mail. and asked 500 people to classify the different ways they This makes sense from what we know of the way people tended to deal with the ads within each medium, listen to radio and surf the internet. With the internet, specifically: much of the time people are “sitting forward”, actively looking for things, and therefore have a low tolerance of • the proportion of ads they felt they engaged with advertising which seems to intrude or get in the way of • the proportion of ads they felt they “hard avoided” their mission. By contrast radio is a parallel medium, (e.g. by flicking TV channels or turning the page of a with low levels of hard avoidance: people tend to semi- newspaper) consciously zone in and out of the content according to its relevance or interest for them. • the proportion of ads which fell in between these two extremes As a result, with radio it is easier to get your message across to people who might typically avoid it in other media. 6 Radio, the multiplier medium of the digital age
  • 9. The 2007 US RAEL Radio & Internet Advertising Study| Exposed to two internet ads lllllllllllll 6% brand awareness Exposed to one internet ad plus one radio llllllllllllllllllllllllllllllllllllllll 27% brand awareness Radio ‘turbocharges’ internet effect Unprompted brand recall amongst panel members who were... Source: Radio Advertising Effectiveness Lab A recent US study confirmed that radio’s low levels of times higher than for those which had been exposed avoidance create a kind of turbocharging effect on twice via internet only. internet messages. The Radio Advertising Effectiveness This makes sense when looking at the complementary Lab (RAEL) published a survey in 2007 where members of way that radio and the internet work together – while an online research panel were exposed to two separate the internet is the crucial access point, radio is playing types of advertising stimulus (both of which were the role of attention-getter, or awareness-creator. adjudged to be equal in terms of media cost): • Exposure to two internet ads (different styles - static banners, animated images, flash graphics etc) • Exposure to one internet ad and one radio ad The results in terms of unprompted brand recall for the test brands were very dramatic as the graph shows. Levels of unprompted recall of the brands which had been exposed on radio as well as internet were over four Radio, the multiplier medium of the digital age 7
  • 10. New research – how radio optimises internet search| In 2007 the Radio Advertising Bureau commissioned a In order to test this, a sample of 55 Commercial Radio new study by the University of Lancaster which looked to listeners were invited into a lab-test environment and understand how exposure to radio advertising could asked to look for cheap car insurance and cheap airline influence the way people search for things on the flights on the internet. internet. All respondents had to be active internet users who had bought things online before, and also regular The study examined three aspects of the way exposure to Commercial Radio listeners who listened while browsing. radio could change browsing behaviour: While they were searching a “radio” was playing in the • the extent to which people search for brand names background. In fact the radio was pre-recorded, with a • the extent to which people go directly to brands’ mix of music, trails and advertising. For half the sample, websites the output contained ads relevant to the searches; for the other half the ads were not relevant. • the extent to which these effects vary for different kinds of campaigns 8 Radio, the multiplier medium of the digital age
  • 11. The three test-brands also had differing profiles in terms on building the values of the brand rather than of marketing communications: driving people to the site for a specific offer. • Brand A is an internet-only travel brand which is • Brand C is an internet-only insurance brand. It almost a household name in the UK, and at the time has less spontaneous awareness as a brand name of the test had a strong presence on Google but than Brand A, and at the time of the test had a low limited above-the-line adspend. The radio advertising profile in paid-for searches. The radio advertising used in the test was designed to build desire for used in the test focused emphatically on creating short breaks rather than focusing purely on the awareness of the website, with the promise of saving brand name. money on car insurance. • Brand B is an insurance brand that exists as a Although this was a relatively small scale test, the RAB brand beyond the internet. It has a strong above-the- has interpreted some very valuable findings from the line advertising presence, and at the time of the test data. had a similarly strong presence in paid-for search. In the radio advertising used in the test, the focus was Radio, the multiplier medium of the digital age 9
  • 12. ll Control group (exposed to non-relevant radio ads) Test group (exposed to relevant radio ads) +324% 14% 25% llllllllllllllllllllllllllllllllllllllll 14% 3% llllllllllllllllllllll 5% 5% lllllllll lllllllll 3% llllll l 0% Average Brand A Brand B Brand C Chart 1: Radio multiplies brand-name search % searching for test brand names Source: University of Lancaster Finding 1: Radio advertising increases brand As the graph shows, within the +324% overall shift in name search significantly the average, there is a very wide variation in effect between the different brands. In this test, brand name search increased by 324% on average for the brands advertised on radio. This finding makes sense for smaller and medium-sized brands like Brand C – they are not necessarily front of When searching for items like car insurance or cheap mind, so people may not initially turn to them. But they flights, people will tend to use either descriptive terms have a residual familiarity, and a simple prompt can just (“cheap car insurance”) or brand names (“Admiral”) – in remind people of the brand’s promise established in its this test, brand name search accounted for around half previous advertising. of all searching. This shows how important brand familiarity is for driving web traffic. However, there is also a measurable “radio effect” when people search for well established brands. Brand A has However, the group exposed to the radio advertising was gained household name status in the UK for items such on average over three times more likely to search for the as cheap flights, so it is likely to feature in the list of sites advertised brands (compared to the control group who searched for cheaper air fares. However, even in this case were exposed to advertising for other sectors). radio advertising seems to increase the number of people conducting a brand name search. 10 Radio, the multiplier medium of the digital age
  • 13. ll Control group (exposed to non-relevant radio ads) +28% 50% Test group (exposed to relevant radio ads) 39% 69% lllllllllllllllllllllllllllllllllllllll 63% llllllllllllllllllllllllllllllllllll 53% llllllllllllllllllllllllllllll 32% llllllllllllllllll 28% llllllllllllllll 21% llllllllllll Average Brand A Brand B Brand C Chart 2: Radio multiplies traffic to brand sites % searching for test brand names Source: University of Lancaster Finding 2: Radio directly increases traffic to advertising more than doubled site traffic in the test brand sites group. In this test, website traffic increased by 28% on average Interestingly, there was some evidence that the Brand B for the brands advertised on radio. advertising – which focused more on brand-building rather than driving web traffic – began to exert a Internet searchers will click through to a brand’s website stronger influence on browsing behaviour after the based on how relevant they feel it is in relation to the second exposure. search terms that they input. The clear implication of this study is that radio In this study, the participants in the test group were acts as a kind of “search optimiser” for brands: about 28% more likely to visit the brands’ websites than the participants in the control group, suggesting that • Increasing brand name searches exposure to radio advertising can increase the appeal of • Increasing visits to brand websites brand sites as part of the search process. alongside search As the chart shows however, the effect is not uniform across brands and campaigns. The Brand A site was already getting very high levels of traffic, and the radio- driven increase was small; by contrast the Brand C Radio, the multiplier medium of the digital age 11
  • 14. References: A. Using radio with online (RAB/IAB/Other Lines of Enquiry 2005) (for further information, go to: www.rab.co.uk/online) B. You can’t close your ears (RAB/Clark Chapman 2005) (for further information, go to: www.rab.co.uk/adavoidance) C. Radio and the Internet: Powerful Complements for Advertisers (RAEL 2007) (for further information, go to: www.radioadlab.org/radioInternetAdv.cfm) For further information about the work of the University of Lancaster contact Mary Hargeaves (Marketing Department) or Professor Tom Ormerod (Psychology Department) on 01524 65201. 12 Radio, the multiplier medium of the digital age
  • 16. The Radio Advertising Bureau, part of RadioCentre Ltd, is funded by the UK Commercial Radio industry to encourage national advertisers and their agencies towards more effective use of radio as part of their communications mix. For further information, go to: www.rab.co.uk