Radio & audio

Article • WARC Category Intelligence, January 2019

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

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.

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.

Marketing to the senses: Activate multiple senses using audio

Article • Thom Noble, Admap, April 2015, pp. 31-33

This article outlines research into radio and multisensory responses, which found that audio can trigger imagination and rich multisensory experiences.

State of the media: Audio today - how America listens

Article • Jon Miller, Nielsen, March 2015

This report provides evidence on why the power of radio is still strong and demonstrates how radio can provide advertisers with qualified consumers close to the point of purchase.