Radio & audio

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.

What we know about radio and audio audiences

Article • 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.

What we know about radio effectiveness

Article • 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.

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.

Trends from the Marketer’s Toolkit 2019

Article • David Tiltman and Sophie Harding, WARC Webinars, February 2019

Sophie Harding, trends and Insights Director at Mindshare, and David Tiltman, VP content at WARC, discover the key challenges facing marketers in 2019, derived from the Marketer's Toolkit.

BBC and Discovery in new global wildlife channel link-up

News • 07 February 2019

The BBC and Discovery have struck a deal to amalgamate their natural history and wildlife content to form a new global, paid-for streaming service.

Reports of Spotify/Gimlet talks hint at podcasting's maturity

News • 05 February 2019

Spotify, the Sweden-based audio streaming platform is reported to be looking at making a more than $200m move into original podcast production by buying Gimlet Media, indicating not only Spotify’s sense of opportunity, but the trajectory of ...

Hulu Japan and Vice Media sign programming deal

News • 28 January 2019

Vice Media, the youth-oriented broadcaster, and online streaming service Hulu Japan have signed a content licensing and co-production deal that will deliver 250 hours of original content to Japanese viewers.

Radio adspend increases 3.4% in Australia

News • 25 January 2019

Commercial radio ad revenue increased 3.4% year-on-year across Australia’s five main metropolitan areas in 2018, taking total income to A$809.4m, a new report has revealed.

Indian OTT firms agree to self-regulate content

News • 21 January 2019

Netflix, Hotstar and Sony Picture Networks are among at least nine over-the-top (OTT) service providers who have signed an agreement to self-regulate streamed content in India.

Cincinnati Children’s: CincyHearts.org – A lifelong condition needs a lifetime of care

Case Study • Kristen Wachter, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Cincinnati Children's Hospital used radio, DOOH and online ads to increase awareness of the effectiveness of its adult heart surgery services in Ohio, US.

Universal Studios Singapore: From Fear to FOMO

Case Study • Penelope Siraj, Jazreel Koh, Teena Ngo, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Universal Studios Singapore used outdoor, social media and Spotify to create a fear of missing out among young people in Singapore, to increase visits to its Halloween Horror Nights event.

How smart speakers are changing consumer behavior

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

Smart speakers are influencing a wide range of consumer habits, according to research by NPR, the public radio broadcaster, and Edison Research, the research firm.

Tencent Music sees a future in streaming

News • 14 December 2018

Tencent Music Entertainment Group, which is owned by Chinese tech firm Tencent Holdings, launched on the New York Stock Exchange this week as it indicated it aimed to boost the number of people in China prepared to pay for music streaming.

The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

British Airways: Plugging people straight into Nashville

Case Study • Direct Marketing Association - UK, Silver, 2018

British Airways (BA), an airline company, promoted its direct flights from Heathrow to Nashville in the UK by launching an out of home campaign with an interactive pop-up shop.

Indio: Indio Vive Latino Fest 2018 + Spotify

Case Study • MMA Smarties, Finalist, LATAM, 2018

Indio, a beer brand, expanded its partnership with the Vive Latino music festival in Mexico by doing creative activations that could enhance the experience of their audience before and after the festival.

Outback Steakhouse: Outback and the power of SmartData

Case Study • MMA Smarties, Finalist, LATAM, 2018

Outback Steakhouse, a restaurant chain, launched a targeting campaign in Brazil to encourage restaurant visits in the city of São Paulo.

Nestlé: Excella Gold Short Audio-Musical Stories in Spotify

Case Study • MMA Smarties, Finalist, LATAM, 2018

Nestlé, a food and drink company, increased reach and awareness in Mexico by launching audio stories via music-streaming service Spotify to promote its formula milk to mothers.

Nicorette: Quit Buddy

Case Study • Chung Ru Zen, Chan Su Ling, Nicole Fincato, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Nicorette, the market leader in the smoking cessation product category in Malaysia, produced the Nicorette Quit Buddy, which not only helped smokers kick the habit but also turned around declining sales.

Video didn't kill the radio star… but electric cars might

News • 08 November 2018

Music cartridges didn’t see it off. Neither did cassettes, nor CDs.

What can brand marketers learn from Spotify's approach to personalisation?

Article • Alex Underwood, Admap, November 2018

Shares some insights on how Spotify personalises every touchpoint towards individuals in specific contexts and what marketers might learn from this approach.

Universal Studios Singapore: Turning fear into FOMO

Case Study • Penelope Siraj, Jazreel Koh, Teena Ngo, Ronnie Thomas, WARC Prize for Asian Strategy, Entrant, 2018

Universal Studios Singapore, Universal's theme park, grew awareness with its Halloween Horror Nights event.