Radio and Internet Ads Together Enhance Brand Recall
Combining radio and Internet ads can do everything from enhance brand recognition to increase website traffic and emotional bonding when seen online, according to a study published by the Radio Ad Effectiveness Lab (RAEL).
When the two were used together, the test, conducted by Harris Interactive, showed a 27% increase in ad recall as opposed to 6% for internet ads alone. The study also discovered that combined campaigns will reach light users of other media, that both radio and the Internet are often used simultaneously, and that a campaign that combines both radio and internet ads will reach about the same daily audience as a television campaign.
Harris monitored three test groups from a pool of 2,391 consumers. One group had been exposed to two online ads, one had been exposed to one Internet and one radio ad, and the third had been exposed to two radio ads and one Internet ad. The study was focused strictly on the consumer side. According to the RAEL, a more extensive industry-wide study would be needed to calculate the impact on ROI.
The study concludes: “Regardless of gender, age, race, Hispanic origin, or education, the use of mixed exposures yielded several multiples of gain in unaided recall of the advertised brands.”
The RAEL also compared the Harris data with 2005 findings from the IAB UK.
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