Radio & Internet Ads Work Together

You can find some solid research that supports using a combination of radio commercials with online advertising. Our agency does a lot of radio campaigns (visit http://teamwatkins.com/sample_radio.htm) and we're now doing more and more online ads for clients like Bob Byers Volvo and Golf Savings Bank.

Together, recall of ads is much higher when radio and online run simultaneously. Here's some information taken from "Radio Ad Lab:"


Radio and the Internet: Powerful Complements for Advertisers
A New Study of How Radio Ads Can Complement Internet Campaigns
Conducted by Harris Interactive, Inc.

A Compoment of "Radio and the Consumer’s Mind: How Radio Works," February 2007
Our new online test showed that recall of advertising is dramatically enhanced (27 percent versus 6 percent) when a mix of Radio and Internet ads is used compared to website ads alone. Radio ads also can improve website traffic and a brand’s emotional bond with consumers when added to Internet exposures.

Radio Can Drive Traffic to Websites
Research in the UK (from the UK’s RAB and IAB) indicated that 57 percent of those who listen to Radio while online say they’ve "checked out things on the Internet after just hearing about them on the Radio." And 67 percent said that "hearing things on the Radio will remind me to look up something when I’m using the Internet." We explore this idea further in the new Radio Ad Lab study described below.

Radio and the Internet Have Unique Reach Patterns ...
and that can make them work powerfully in combination. When you put those two media together, we found that the daily reach of Radio and the Internet is similar to that of television.

If you'd like a copy of the full report, email david@teamwatkins.com.