Source: https://www.radiomatters.org

Radio and digital advertising are a powerful combination that can help advertisers reach their target audience in multiple ways. In today’s world, where people are exposed to hundreds, if not thousands, of advertisements every day, it’s essential to utilize multiple mediums to reach audiences effectively.

The mere exposure effect states that the more a person is exposed to something they are neutral about, the more likely they are to develop positive feelings towards it. By combining radio and digital advertising, can create a comprehensive advertising campaign that reaches their target audience through multiple channels, reinforcing recognition and recall of their brand.

RAB (Radio Advertising Bureau) published a report that demonstrated the impact of radio ads on search activity. The finding showed that radio ads generated an average lift of 29% in Google searches. The report also highlighted that the quality of the creative and the timing of the ad had a direct impact on search activity. The best performing days were weekdays during midday hours.

Here are three real life examples of the impact of combining radio and digital ads:

1. In the legal services industry, radio ads lifted website traffic by 13% in 2020 and by 10% in the first half of 2021. The best performing day was Thursday, with midday being the top time for this.
2. A fast food chain saw an increase in foot traffic to their physical locations after running a radio and digital campaign. The radio ads created awareness and recall, while the digital ads provided additional information and a call-to-action for customers.
3. A beauty and personal care brand saw a significant boost in line sales after running a radio and digital campaign. The radio ads created awareness and recall, while the digital ads provided detailed information about the products, customer reviews, and a convenient way to purchase.

In conclusion, developing radio and digital campaigns can be easier than you think, especially with the right tools, strategies, and processes in place. The combination of radio and digital ads provides advertisers with the opportunity to reach their target audience in multiple ways, reinforcing the recognition and recall of their brand.