What we know about radio and audio effectiveness

Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.

Radio is a reach medium with universal appeal, targeting a captive audience which pays attention to ads. Radio is also a highly effective medium across the whole purchase funnel with a strong ROI. Creativity, positive emotion, audio assets and relevancy are key to effective audio ads.

Digital audio is a rapidly-growing medium delivered increasingly through a smartphone or smart speaker. This and the growth of voice provides many new audio opportunities for advertisers – including interactive ‘actionable ads’ – with a growing number of successful use cases.

Definitions

Effectiveness:Quantifiable and attributable effects of radio advertising campaigns against defined objectives...

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