Radio & audio

Article • WARC Best Practice, March 2019

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

What we know about radio and audio audiences

Article • 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.

What we know about podcasts in marketing

Article • 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.

What's working in radio & audio

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in radio and audio.

How to plan an effective radio campaign

Article • 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.

How to use radio effectively in the media mix

Article • 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.

Does Highly-Awarded Audio Creative Sell?

Research Paper • Pierre Bouvard, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Cumulus Media, a radio broadcasting stations company, completed a creative study conducted in partnership with audio testing experts VERITONIC, to examine ads from the most prestigious advertising and creative award shows.

Charles Schwab's podcast marketing strategy

News • 22 July 2019

Charles Schwab, the banking provider and brokerage, is utilising a nuanced podcasting strategy to engage consumers about their money and lead them towards using the company’s products.

Akbank Jazz Festival: Adaptive Jazz Radio Campaign

Case Study • MIXX Awards, Silver, Native Advertising, 2019

Akbank, a bank, created a location-based experience for jazz lovers to celebrate the 28th anniversary of its jazz festival in Turkey.

Schwab creates its own podcast marketing funnel

Article • Reed Karaim, Event Reports, Brand Marketing Summit, May 2019

Charles Schwab, the financial services provider, has used two podcasts to help drive its business.

Key insights for media owners from Cannes Lions 2019

Article • WARC Trends, July 2019

Highlights some of the most pressing opportunities and challenges for media owners from the 2019 Cannes Lions, and features an interview with Jeffrey Katzenberg, founder of mobile video start-up Quibi.

Spotify goes Lite as it launches emerging markets push

News • 12 July 2019

Music streaming service Spotify has launched a simplified version of its main app in 36 markets across Asia, Latin America, the Middle East and Africa.

Five trends in podcasts

Article • Brian Carruthers, Event Reports, IAB Sound Investment Seminar, May 2019

Looks at trends in podcasts and offers best practice suggestions for marketers.

India's digital audio opportunities

News • 09 July 2019

India’s audio market is undergoing a renaissance as music streaming and podcasting take off, giving brands new opportunities to reach consumers and to target them more closely based on factors such as mood and interests.

Digital audio picks up momentum

News • 04 July 2019

Advertiser confidence in digital audio is growing, according to new research, with 86% of agencies and 66% of brands in the UK viewing the channel as an important part of their media strategies.

Listen up: advertisers should muscle in on the podcast market while it’s still worth it

Opinion • James Green, June 2019

Podcasts are hot – and still an undervalued channel – so advertisers should get in now, says VaynerMedia’s James Green.

Going full funnel with digital audio

Article • Brian Carruthers, Event Reports, IAB Sound Investment Seminar, May 2019

Half of UK agencies and advertisers remain to be convinced that digital audio can prove its effectiveness – DAX is on a mission to educate them.

America's love affair with radio as strong as ever

News • 18 June 2019

AM/FM radio, the original electronic media, continues to win the hearts and minds of Americans, new research reveals.

From print to podcast: Empire builds out its offer

Article • Brian Carruthers, Event Reports, IAB Sound Investment Seminar, May 2019

Film magazine Empire’s move into podcasts was accidental but inspired as this format has enabled it to escape the restrictions of print and build engagement with fans.

Coca-Cola: Share A Coke 1,000 Name Celebration

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Coca-Cola, the soft drinks brand, improved awareness of the increased numbers of names featured on its packaging by creating a unique song for every name.

How Highways England used classic arcade game Space Invaders to cut road deaths

Article • Alex Brownsell, Event Reports, Tuning In, May 2019

Highways England, a government-owned company, launched a radio-led campaign to curb the practice of tailgating on the roads.

Wendy's: Webeefin?

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Wendy's, the fast food chain, created a hip hop song calling out its competitors in the US, which helped the brand achieve more than 3.6 million streams.

Hiscox: Cyber

Case Study • Marketing Society UK, The Brave Awards, Winner, Business to Business, 2019

Hiscox, an insurance company, set up a real-time cyber experiment with "honeypot" servers to expose the true extent of cyber attacks on UK businesses.

Crate&Barrel enjoys podcast ad success

News • 12 June 2019

Crate&Barrel, the homewares retailer, enjoyed podcast advertising success for its wedding registry service through a campaign that was carefully aligned with its target audience.

The Obamas sign podcasting deal with Spotify

News • 10 June 2019

Barack and Michelle Obama’s production company, Higher Ground, has formed a partnership with Spotify to produce exclusive podcasts for the Swedish audio-streaming platform’s global user base of hundreds of millions.