Radio advertising has an 'immediate effect' on its audience's digital activity according to a new research-based ad campaign from Commercial Radio Australia (CRA).
The research, conducted by Colmar Brunton for CRA, shows 78% of people interviewed had visited a website or social media page within 24 hours of hearing a radio ad.
Research participants were also six times more likely to visit a brand's website if they heard a radio ad featuring a digital 'call to action', compared with respondents who were not exposed to the same ad.
“This research clearly identifies how well radio and digital media work together in building brand awareness and stimulating digital activity,” said CRA chief executive Joan Warner. “The results are very strong: people who have heard a radio commercial are significantly more likely to visit a website or browse for information on a brand or search a category.
“Advertisers who know that the vast majority of Australians are online and accessing the internet daily, can now be certain that people respond strongly to a radio driven campaign.”
The research results will be used CRA's new ad campaign, due to launch nationally on 4 June. The ad is the latest in a series of humourous, tongue-in-cheek ads running since June 2003, written by Eardrum Australia.
The research and new ad have been presented to agencies, media buyers and stations nationally over the past fortnight, concluding with a briefing this morning in Sydney.
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