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Radio effectiveness

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Case Study

Nescafé, the coffee brand, increased sales in tea-loving India by focusing on young people and mornings with a sponsored radio show.

Case Study

The Counter Terrorism Police in the UK produced its ACT campaign, to encourage members of the British public to report information to help the counter terrorism effort, by producing podcasts to highlight the importance of taking action.

Case Study

Radiocentre, a brand responsible for promoting commercial radio to UK advertisers, got marketers to commit to spending more money on radio advertising by calling them out through songs on the platform.

News

NEW YORK: Brands seeking to generate “long clicks” with their digital-audio advertising should consider factors such as storytelling, solo voiceovers and using music, according to research from Pandora, the streaming platform.

Article

Pandora, the digital-audio streaming service, noticed a widespread failing among advertisers when it came to reaching users of its platform, and so conducted several studies aimed at establishing some best practices.

Case Study

Crowne Plaza, a hotel brand, launched its second Amazon Echo pilot into ten rooms in its hotel in New York, US, allowing guests to use voice commands during their stay.

Case Study

Propel, a fitness water, partnered with Pandora, a music-streaming brand, to drive product awareness and purchase intent in the US, using rich media units.

News

OAKLAND, CA: Audio advertising could be set to follow the path of video advertising and shift away from the standard 30-second format to shorter ad lengths, ongoing research from Pandora suggests.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

Case Study

This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, launched a radio campaign to help Lebanese women come to grips with domestic violence and seek help for themselves or others.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.

Article

This article explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.

Article

This article explores the current reading and thinking on the topic of radio/audio audiences, a group that has undergone significant change as technological advances have broadened access points.

Case Study

This case study shows how Eurotunnel Le Shuttle, a transport service between the UK and Europe, step-changed its advertising performance, driving business growth at competitors' expense.

Article

This report describes a recent project by Radiocentre, the industry body for commercial radio, looking into the potential effectiveness of radio ads.

Case Study

This case study shows how Yatra, an online travel agency service (OTA), increased sales by shifting its campaign focus away from discounts and towards engaging new audiences in India.

Case Study

This case study shows how Eden, a cheese brand, increased its sales by providing an alternative to a much-loved Christmas classic in the Philippines, without alienating its audience.

Case Study

This case study details how the 2015 campaign 'You Are What You Read' has significantly increased readership of The Irish Times and marginally increased sales in a declining market.

Article

This article explores how to formulate an effective advertising strategy on radio, a medium with a historical link to both public broadcasting and branding, and one of the most widely used.

Case Study

This case study describes how BIM, a non-commercial state government agency responsible for the development of the Irish Seafood Sector, persuaded Irish fishermen to think again and start taking the necessary steps to change the habit of a lifetime and use a Personal Flotation Device (PFD).

Article

This article looks at the uses of the broad reaching, emotionally charged medium of radio that can enhance engagement and increase brand recognition.

Case Study

This case study describes how Southeastern, a rail operator in the United Kingdom, launched a campaign to promote off-peak travel.

Case Study

This case study describes how Virgin Mobile, a mobile telephone company in Australia, partnered with a charity to raise awareness of mental health and improve its brand sentiment as well as increase call length.

Case Study

This case study describes how the Manila Electric Company (Meralco) launched an ongoing, monthly multi-media campaign of advisory messages in order to build a relationship with its customers and counter negative publicity.

Case Study

This case study examines how Dubai's Roads and Transport authority created a campaign, Back Off Radio, targeting both private and taxi drivers, with the aim of reducing the dangerous practice of tailgating.