Article
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WARC Best Practice, February 2018
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.
Article
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WARC Best Practice, February 2018
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
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WARC Best Practice, December 2017
Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, as podcasts present them with 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.
Article
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Tony Regan, WARC Best Practice, September 2016
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.
Article
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Mark Barber, WARC Best Practice, June 2016
This article looks at the uses of the broad reaching, emotionally charged medium of radio that can enhance engagement and increase brand recognition.
News
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15 June 2018
LONDON: eBay has successfully changed UK consumers’ opinion that the online auction site is simply a place to sell second-hand goods, with increased investment in radio advertising and partnerships.
News
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13 June 2018
SYDNEY: Growth in the Australian media and entertainment space will depend on brands’ ability to foster trust among consumers, according to PwC, with ‘trust assets’ key to overcoming present concerns.
Case Study
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Marion Wanyoike, WARC Awards, Entrant, Effective Content Strategy, 2018
Trust, a condom brand, used podcasts and social media to connect with young people and increase sales in Kenya.
Case Study
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Lisa Parada, Tracy Reilly, WARC Awards, Entrant, Effective Content Strategy, 2018
Financial products and services provider Prudential used an online campaign to inspire fresh consideration of its services and financial solutions among working US consumers.
News
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12 June 2018
NEW YORK: The US podcast market saw strong advertising growth in 2017, rising 86% to reach $314m, according to new data from the IAB.
Article
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Brian Carruthers, Event Reports, Radiocentre Tuning In, May 2018
One of the original online companies, eBay, uses radio advertising to get its brand into the centre of people’s lives and regain cultural relevance.
Opinion
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Brian Carruthers, June 2018
Protecting radio in cars is a top priority for Radioplayer. Managing director Michael Hill explains why.
Article
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Chiara Manco, Event Reports, IAB Europe Interact, May 2018
Spotify, the audio streaming service, is developing tools and initiatives allowing marketers to profit from the opportunities offered by audio today.
News
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04 June 2018
LONDON: Wickes, the home improvements chain, has successfully raised brand awareness among two separate audiences and generated double digit ROI with its long-running sponsorship of Absolute Radio’s Breakfast Show – a pattern it hopes ...
News
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31 May 2018
MOUNTAIN VIEW, CA: The market for programmatic audio has been given another boost with Google’s announcement that marketers can now buy audio ads through its DoubleClick Bid Manager demand-side platform.
Article
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Brian Carruthers, WARC Exclusive, May 2018
British home improvements chain Wickes has successfully targeted two different audiences within the same radio sponsorship.
Article
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Sam Peña-Taylor, WARC Exclusive, May 2018
Digital audio is an investment in a growing medium, whose personal voice and strong listener attachment creates a space for advertisers to effectively engage an educated and often affluent audience.
Case Study
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MIXX Awards, Gold, Effective Use of Data, 2018
Arkbank, a Turkish bank, launched its Jazz Version of the City campaign to increase social media awareness of the 27th Arkbank Jazz Festival in Turkey.
News
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18 May 2018
SAN FRANCISCO: YouTube, known mostly for being a video platform, has confirmed that it will roll out a new music-streaming service next Tuesday (May 22nd) as it seeks to compete with rivals, such as Spotify and Apple Music.
News
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17 May 2018
LONDON: Optimising advertising investment levels in radio could bring an £86m boost to the industry, according to Nick Pugh, head of effectiveness at Ebiquity – and even more if creative is improved.
News
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30 April 2018
GLOBAL: Broadcast radio’s share of global display advertising spend has dipped by 1.6 percentage points over the past decade, largely because of falling expenditure in the US where advertisers are investing more heavily in digital audio ...
Opinion
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Shaun Austin, April 2018
The end of the NME print product would imply that the iconic music paper was in terminal decline, but Shaun Austin of Future Thinking disagrees.
News
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23 April 2018
NEW DELHI: Music streaming contributed 27% growth to the Indian music industry last year, which saw overall revenues increase from Rs 570.7 crore (US$85.78m) in 2016 to Rs 725.6 crore in 2017.
News
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11 April 2018
ORLANDO, FL: Ford, the automaker, delivered success with a podcast advertising strategy that allowed it both to obtain significant reach and leverage the true power of storytelling.
Case Study
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Tahaab Rais, WARC Awards, Silver, Effective Innovation, 2018
HearLIFE, a hearing-loss clinic in the United Arab Emirates (UAE), used a radio ad to increase awareness and clinic visits.
