The latest insights from Mark Ritson on Audio!
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Today's snackable insights are straight from the lips of one of the world's leading Marketing educators - Mark Ritson! Collaborating with CRA* they looked into how changes in Audio spend can directly influence campaign effectiveness. And what did they find? Campaigns that include radio generate better business outcomes vs campaigns that don't. Now that's tasty!
Check out the key takeaways below:
- Brand impact is 13% higher in campaigns with audio. Campaigns incorporating audio exhibited substantial effects on the brand, leading to larger increases in mental availability and, consequently, stronger business results.
- Audio drives new customer acquisition. Audio has the ability to improve acquisition of new customers compared campaigns that don't use audio.
- Audio advertising has a strong effect on brand building. Campaigns with audio deliver stronger impact on brand awareness, product knowledge and help to build distinctive assets.
- Investing 11% of the campaign budget in audio can double your campaign effectiveness . Audio drives a disproportionately large impact for a relatively modest investment - Audio should be an integral part of the chanel mix.
- Adding Audio to a campaign to exceed share of voice [eSOV] results in a 32-point improvement in business results. Audio has a 3.5x impact on retention, as well as double-digit improvements to brand association, mental availability, acquisition and brand awareness.
* Commercial Radio Australia. Source: CRA Australia & Professor Mark Ritson: Radio is the ultimate sidekick in maximising campaign impact.
