Transcript Best practise Radio creative

Best practice Radio creative
Harnessing the power of Radio to drive response
Exploit CONSISTENT AUDIO brand cues
The top 5 effective creative features
62%
Consistent creative idea
44%
44%
42%
40%
Music link with TV
Consistent sonic
Voice link with TV
Consistent voice
Source: Turning Art into Science/radioGAUGE
Measure = % difference in usage in most effective ads vs least effective
Use MUSIC CONSISTENTLY for brand
How music affects familiarity and likeability
Ad likeability
Ad familiarity
2.0
4
1.9
Liking of the ad
Ad familiarity
3
2
1.8
1.7
1
1.6
0
1.5
Consistent Tactical
Tactical
No music
Source: 'Strike a Chord’ Radiocentre with Push London & Goldsmiths University
Consistent Tactical
Tactical
No music
For driving an online response think CLARITY
Clear web direction
Top performing ads included web locations
which customers would find naturally
without having to remember special
addresses
Source: The Online Multiplier
Strong link to brand
Having clear branding is crucial in all
advertising, but especially important
when seeking to influence web browsing
behaviour in favour of the brand.
Simplicity
Precise details like Ts&Cs can often be left
to the online part of the customer
interaction, allowing the radio ad to
focus on benefits of finding out more.
URL format can impact results
URL format
Average uplift in brand
brand browsing
No. campaigns
CONVENTIONAL
e.g brandname.co.uk
55%
18
FORWARD SLASH
e.g brandname.co.uk/offers
49%
4
VANITY
e.g adstrapline.co.uk
0%
1
Source: The Online Multiplier (Based on average uplifts in brand browsing across the 23 campaigns measured)
Examples of best practice response creativity
The desired response becomes a part of the
brands tag line. ‘Tap the app for that mini
fist pump feeling’
Creative clearly details the
benefits of using the AA app for
the customer
Strong link to the brand with a
clear call to action to visit the
website
Great use of music to in bed the phone
number into the memory of
listeners