How National Australia Bank boosted its radio ads with neuroscience

Anna Hamill

National Australia Bank, a leading financial services provider, boosted downloads of its property reports by 51% by using neuroscientific testing to optimise its radio ads in key markets.

In the digital era of marketing, it’s easy to forget about the value of tried-and-true traditional media such as radio, which for many is a relic of the past. But according to Kelly McIlwraith, global marketing and strategy director at Global Traffic Network – a leading provider of custom traffic and news reports to radio and television stations – it’s the ears, rather than the eyes, of consumers that present a huge opportunity for marketers.

“You can close your eyes, you can close your mouth, but you cannot close your ears. You are always on from an audio perspective...

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