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HANDOUT Radio and the Internet Powerful Complements for Advertisers

HANDOUT Radio and the Internet Powerful Complements for Advertisers

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Published by: bitsymetcalf on Mar 10, 2009
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06/14/2009

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Radio and the Internet: Powerful Complementsfor Advertisers
A New Study on How Radio Ads can Complement Internet 
Campaigns from the Radio Ad Lab
A Component o “
R
adio and the Consumer’s Mind: How Radio Works”conducted by Harris Interactive Inc., published February 2007
The Second in a Series, “Radio and the Consumer’s Mind:How Radio Works”
The Radio Ad Lab is conducting a new series o researchprojects under the umbrella theme, “Radio and the Con-sumer’s Mind: How Radio Works.” The goal is to continuelearning how Radio advertising aects consumers dier-ently than other orms o marketing.This new paper, “Radio and the Internet: Powerul Com-plements or Advertisers,” includes a new Internet-basedexperiment conducted by Harris Interactive or the RadioAd Lab. This new test adds to knowledge rom otherresearch to provide an overview o how Radio and theInternet could work well together as ad vehicles.Our new online test showed that recall o advertisingis dramatically enhanced (27 percent versus 6 percent)when a mix o Radio and Internet ads is used comparedto website ads alone. Radio ads also can improve web-site trac and a brand’s emotional bond with consumerswhen added to Internet exposures.
Background
Beore embarking on a new primary study on Radio andthe Internet, the Radio Ad Lab Research Committeethought it would be useul to present dierent ways thatwe believe the two media are likely to intersect. Here aresome points that we believe can be made about Radioand the Internet as potential partners in advertising.Both Radio and the Internet reach light users o othermedia. This seems like an intuitive conclusion, but we canconrm this general tendency with some existing datarom MRI. In the ollowing chart, we see that 41 percento light (or non-) users o television are actually heavy userso Radio or the Internet - not just users, but in the heaviestone-th o usage or either Radio or the Internet:
Radio and the Internet Connect with Consumers inUnique Ways
In Radio Ad Lab’s previous study, “Personal RelevanceTwo: Radio’s Receptive Ad Environment,” it was clearthat Radio and the Internet build complementary kindso bridges to the consumer’s mind. To paraphrase romthat 2006 study:Radio ads may be more eective at making emo-tional connections with consumers, thanks to themuch more emotional link that listeners have withthe medium itsel.The Internet, meanwhile, connects at a more actuallevel, providing inormation that “helps you under-stand what is going on in the world around you.”
Radio Can Drive Trafc to Websites
Research in the UK (rom the UK’s RAB and IAB) indicatedthat 57 percent o those who listen to Radio while online
 
and the Internet. The previous chart gives you a look athow much Internet usage involves simultaneous usage o Radio and TV, by daypart. Up to a third o Internet usagetime includes simultaneous Radio listening in some day-parts (especially during the day), and that’s true even orteens and young adults.
The New Study
With that background, the Radio Ad Lab’s Research Com-mittee designed a new online test o how well a mixtureo Radio and Internet ad exposures actually can work. Wesuspected that a mix o Radio and Internet ads might bemore impactul than website ads alone, but we ound nopublished research that actually assessed that possibility.Using multiple media has become common advertisingpractice, but we thought research was needed on this par-ticular combination’s actual eectiveness.Using Harris Interactive’s research panel o Internet users,we ran a test in late 2006 that compared the eects o two exposures to website ads to a mixed exposure o onewebsite ad and one Radio ad. The ull paper is availableat www.RadioAdLab.org. But briefy:We used a misdirection method in which respondents wereasked to evaluate content rather than advertising. Advertis-ing was embedded in the content, and the ad eects weremeasured ater exposure to the content. Respondents hada choice o six dierent types o Radio programs and six di-erent website types or their “evaluation.”The ull paper ocuses on the results o two test cells -two matching groups o participants who were exposedto one or the other o the ollowing conditions:Two Internet: Two exposures to an Internet ad.One Internet, One Radio: One exposure to anInternet ad, and one exposure to the correspondingRadio ad.
1
We achieved about 800 completed interviews in each o those test groups. The ads used in the test came rom eightactual ad campaigns in a wide variety o product categories.Each o those campaigns actually had used both Radio andwebsite advertising. The Radio ads were all 30s; the relatedwebsite ads were a mixture o static images, animatedimages, and Flash animation o varying sizes.
The Key Results
We used a variety o eectiveness measures in this study.The ones which we think best refect the media eects aresimple measures o brand recall. Recall o an ad’s brandcontent is the rst step in advertising success, and it’s lessdependent on the specic quality or targeting o an ad.
1
As explained in detail in the ull paper, the Radio Ad Lab also attemptedto include a third test cell that eatured one website ad and two Radioads. But Harris Interactive believes that cell was over-burdened, and theresults were conounded by “research eects” that kept it rom beinguseul or analyzing ad eectiveness.
say they’ve “checked out things on the Internet ater justhearing about them on the Radio.” And 67 percent saidthat “hearing things on the Radio will remind me to lookup something when I’m using the Internet.” We explorethis idea urther in the new Radio Ad Lab study describedbelow.
Radio and the Internet Have Unique Reach Patterns ...
And that can make them work powerully in combination.When you put those two media together, we ound thatthe daily reach o Radio and the Internet is similar to thato television. This next chart uses Knowledge Networksdata to provide estimates o combined-media total reach,controlling or duplication, and it shows that on a dailybasis, Radio and the Internet together reach about 83percent o the 18-54 population.
Radio Is Oten Used Simultaneously with the Internet
Our background research also conrmed that “simultane-ous usage” is another important way to think about Radio
Radio and the Internet: Powerful Complements for Advertisers Page Two
 
For that reason, we believe, it was with recall measuresthat we saw the most striking eects. As you can see inthe chart below, unaided recall or the mix o one Inter-net and one Radio exposure or these advertisers wasour-and-a-hal times as high as the unaided recall or twoInternet ads alone.The aided recall results (in which those not recalling adver-tised brands without prompting were then shown a list o brands) were consistent with the unprompted results. Themix o one Radio and one Internet exposure had morethan twice the aided recall o two Internet ads.We analyzed these ndings by a variety o dierentdemographic cuts, and the strong eects or the Radio-mix exposures were consistent across the board. Forexample, here you can see how unaided recall looked byage group.While the dierences here are striking, the Radio Ad Labwasn’t entirely surprised with these ndings. Not only arethey directionally consistent with our past work on media syn-ergy (“Benets o Synergy,” 2005), but they also are consis-tent with current thinking in media about the value o usingmultiple communication channels to reach consumers.In the ull White Paper, we also discuss the ndings rom anumber o other eectiveness measures, including:
Website Visitation: l
ikelihood o visiting the adver-tiser’s website
Purchase Likelihood:
denitely/probably will pur-chase, etc.
Brand Consideration:
the only brand you consider/one o the ew, etc.
Brand Emotional Connection:
you love/like thebrand, etc.
Brand Aspirational Fit:
perect/good t or how yousee yoursel, etc.For these measures, the quality and targeting o the indi-vidual ads made a dierence in the results. But as spelledout in more detail in the White Paper, we ound that:Five o the eight brands experienced greater impactwith a Radio/Internet mix on Website Visitation andPurchase Likelihood. Some o those dierences werestatistically signicant, even at the brand level.Four o those ve brands also showed better Radio/mix results on Aspirational Fit and Emotional Con-nection. Some o those dierences were statisti-cally signicant, even at the brand level.The other three brands tended to show comparableeects or the Radio/Internet mix as or the Inter-net-only mix; there were no statistically signicantdierences or those brands.
Radio and the Internet: Powerful Complements for Advertisers Page Three

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