Article
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WARC Best Practice, October 2019
Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.
Article
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WARC Category Intelligence, September 2019
Global strategies, campaign updates and trends in radio and audio.
Article
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WARC Best Practice, March 2019
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 2019
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.
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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05 December 2019
As the social network looks for ways to remain relevant to people’s digital lives now and in the future, a new report indicates that the company is looking to growing industries in both the consumer and business spaces to thrive.
Case Study
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MRS Awards, Finalist, MRS Award for International Research, 2019
BBC World Service, an international broadcaster, uncovered how many people watch its content globally to help reach underserved audiences through its Global Audience Measure.
Case Study
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Will Jellicoe, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Toyota made savvy media choices to increase awareness and drive consideration of its Hilux model in the UK.
Case Study
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Benjamin Condit, Chaojie Miao, Air Luo, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Hsu Fu Chi, the traditional Chinese candy brand, recaptured the waning Chinese New Year food gifting market by using the nostalgic power of music to gain relevance and drive purchase.
Opinion
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Lucy Barrett, November 2019
Lucy Barrett explains the motivations behind Radiocentre’s latest ad campaign, calling for advertisers to see radio differently by imagining it as a new technology.
News
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13 November 2019
The economics of podcasting are a major draw for Liberty Media, which sees this area becoming a key focus in the immediate future, according to CEO Greg Maffei.
Case Study
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MMA Smarties, Gold, X (Global), 2019
McDonald's, the fast food chain, increased sales across Latin America by launching a campaign in partnership with Spotify, which enabled consumers to unlock special playlists using their fries.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
Klondike, an American ice cream brand, launched dynamic audio assets that served tailored jingles, to increase awareness of its jingle among its target audience in the US.
News
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29 October 2019
Swedish-headquartered audio streaming service, Spotify has revealed that it is making a profit, surprising Wall Street by beating expectations.
Research Paper
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Emma Rodero, Journal of Advertising Research, Digital First, October 2019
Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Depaul UK, a charity that helps young homeless people, used context, story-telling and partnerships to reach young people in the UK.
Case Study
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Account Planning Group - (UK), Shortlisted, 2019
The Global Fund, an international financing and partnership organisation that supports programs to fight AIDs, tuberculosis and malaria across the world, improved sentiments about minorities so people with HIV or AIDS would feel more comfortable seeking medical help.
Case Study
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Jay Chiat Strategic Excellence Awards, Honor, Connection Strategy, 2019
The Bill & Melinda Gates Foundation used a 360-degree approach to speak to newlywed couples, and change the family-planning narrative in an attempt to tackle early pregnancy in India.
News
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15 October 2019
The appetite for podcasts continues to grow, but the latest hit – audio accompaniments to hit TV shows and movies – has opened up a huge new sub-genre.
Case Study
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Jay Chiat Strategic Excellence Awards, Bronze, National Strategy, 2019
Kerrygold, a butter brand, encouraged purchase intent by pairing Spotify playlists with Kerrygold meal ideas to create food soundtracks for US consumers.
News
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02 October 2019
Brands have jumped on the bandwagon of YouTube influencers and vloggers, sometimes with mixed results, but perhaps it’s time to look beyond the visual because “now is the time of the audio influencer,” according to Spotify’s Marco Bertozzi.
Article
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Brian Carruthers, Event Reports, DMEXCO, September 2019
Spotify’s research into its Gen Z listeners identified three particular groups which it defined as: Band of Others; All the Feels; Surround Sound.
News
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26 September 2019
Brand mentions in a podcast deliver higher engagement and achieve cut-through even with ad avoiders, according to new research from the BBC and Neuro-Insight.
Article
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Alex Brownsell, WARC Exclusive, September 2019
Looks at what marketers can expect from Spotify in the coming months, through an interview with Marco Bertozzi, the company’s Vice President of EMEA Sales and Multi-Market Global Sales, who shares three key pieces of advice for advertisers developing audio advertising strategies.
