Radio & audio

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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.

Patience required with an audio internet ecosystem ‘stuck in the 90s’

Article • Alex Brownsell, Event Reports, The Impact of Voice & Sound, March 2019

Executives from Google, The New York Times, Mindshare and HSBC discuss how audio advertising is likely to develop in the coming years.

Audio ad dollars will flow if podcasts can address measurement concerns

Article • Alex Brownsell, Event Reports, Advertising Week Europe, March 2019

Audio advertising experts at Advertising Week Europe explore the opportunities and challenges offered by podcast media.

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.

General Motors generates new radio advertising insights

News • 24 September 2018

General Motors, the automaker, is generating deep insights regarding how consumers listen to the radio in their cars, indicating that digitally-enabled vehicles can provide a new perspective on an established medium.

How General Motors uses new tools to discover new consumer insights

Article • Geoffrey Precourt, Event Reports, ANA Data & Measurement Conference, September 2018

General Motors, the automaker, is exploring the power of granular in-car insights as a means for transforming radio advertising on the move.

Spotify and Dentsu Aegis launch audio planning tool

News • 17 September 2018

SINGAPORE: Spotify, the Swedish music-streaming service, has joined forces with Dentsu Aegis Network’s media investment arm, Amplifi, to launch a new audio planning tool that will be rolled out across Asia-Pacific.

How National Australia Bank boosted its radio ads with neuroscience

Article • Anna Hamill, Event Reports, Mumbrella360, June 2018

National Australia Bank, a leading financial services provider, boosted downloads of its property reports by 51% by using neuroscientific testing to optimise its radio ads in key markets.

How Wickes successfully leverages radio sponsorship

Article • Brian Carruthers, WARC Exclusive, May 2018

British home improvements chain Wickes has successfully targeted two different audiences within the same radio sponsorship.

US drives digital audio spending shift

News • 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 ...

Digital audio investment will grow this year

News • 21 March 2018

LONDON: Advertisers and agencies expect to invest more in digital audio in the next 12 months, according to new research, with 84% saying it will play a bigger role in their media plans in the future.

TV adspend down, radio up

News • 06 March 2018

LONDON: TV advertising revenue dipped 3.2% in 2017 from the previous year’s record high while radio spending last year jumped 5.2% to its highest ever figure, according to new data.

Advertising considerations for screenless digital environments

Article • Pete Beeney, WARC Exclusive, March 2018

The continued growth of streaming audio platforms and the rise in the use of voice assistants are creating opportunities for brands to communicate with consumers digitally, outside of any visual reference.

How digital audio, voice are reviving radio

Opinion • Oliver Deane, December 2017

The demand for digital audio content is growing at a rapid rate. As audio continues to play a central role in our lives, sound has never been so influential in media, technology and business, suggests Oliver Deane.

Audio Advertising: The new mobile advertising boundary

Article • Mobile Marketing Association, 2017

Discusses the advantages of audio advertising from the mobile marketing perspective, how it can inspire brand strategies and presents the relation between audio and programmatic media.

Amazon Echo set to hit 40% of UK homes by next year

News • 11 May 2017

LONDON: As voice-interface devices look set to enter the mainstream, a new study shows that over half of Amazon Echo users can recall hearing advertising via the device.

Digital drives record UK adspend in 2016

News • 25 April 2017

LONDON: Digital formats helped drive UK adspend 3.9% higher in the fourth quarter of last year, the highest grossing quarter on record, according to the Advertising Association/WARC Expenditure Report.

Better audio advertising: How radio can make campaigns more effective

Article • Joseph Clift, Event Reports, Eff Week, November 2016

This report describes a recent project by Radiocentre, the industry body for commercial radio, looking into the potential effectiveness of radio ads.

Why brands need a mobile audio strategy

Article • Brian Carruthers, Event Reports, Radiocentre - See Radio Differently, June 2016

This event report describes the growing importance of audio content, with its unique potential for reach and concentrated engagement.

Adstats: International Ad Forecast

Article • Admap, February 2016, pp. 48-49

This brief article rounds up the international forecasts for 2016.

How to use radio for customer acquisition

Article • Andrew Lazenby, WARC Exclusive, A Practitioner's Guide to Customer Acquisition, January 2016

This article explains how to use radio in customer acquisition.

Global: Understanding the Digital Audio Listener

Case Study • MRS Awards, Finalist, December 2015

This case study describes how Global, a radio station network, used listener research to drive an uplift in advertising sold through their digital advertising platform DAX by retaining existing and acquiring new clients.

Radio Latin frequency: Bringing new life to an old lady

Research Paper • Juan Chasan, Orlando Riebman and Pablo Cibella, ESOMAR, Latin America, April 2015

This paper assesses radio audiences in Venezuela, and argues that this often under-valued channel deserves more attention.

What we know about radio effectiveness

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

Article • Alex Underwood, Admap Magazine, November 2018

Shares some insights on how Spotify personalises every touchpoint towards individuals in specific contexts and what marketers might learn from this approach.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
The long-term impact of advertising

Article • Matt Chappell, Ebiquity, 2018

This report examines the long-term effects of advertising in six different media channels: TV, print, out of home, online video, radio and online display, through an analysis of 504 campaigns across 29 advertisers.
Global Ad Trends: Radio and digital audio advertising

Data • James McDonald, WARC Data, April 2018

This report summarises the latest research from WARC's Data platform, with a focus on radio and digital audio advertising. Key findings include: