While many brands have pulled marketing activity, advertisers in categories such as grocery retail must continue to maintain share of voice; a new study shows that striking the right tone with the optimal medium can improve the effectiveness of ...
Audio ads would benefit from slowing down the delivery of speech instead of attempting to fit in as much information as possible at a rapid rate, according to a paper in the Journal of Advertising Research (JAR).
Tammy Greenberg, ANA Magazine, Forward, December 2019
Understanding local cultural nuances, tapping into current events, and helping to shape local trends makes a difference in establishing long-term relationships with consumers, and no medium is better for this than radio.
A record 36.14 million people tuned into commercial radio in the UK in the second quarter of 2019, taking commercial radio’s combined audience share up to 48%, only marginally behind the BBC’s total share of 49.3%.
Justin Merickel, ANA Magazine, Forward, June 2019
Explains why marketers need to take a much closer look at the growing popularity of digital audio such as streaming music and on-demand podcasts and the opportunity they offer for their brand's cross-channel advertising strategy.
Radio ads recognised for their high level of creativity typically deliver a greater uptick in purchase intent than the norm, according to a study by Westwood One, the audio media company, and Veritonic, the analytics provider.
Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.