Radio advertising in your media mix: does it still work?
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We live in a world where visual stimuli are rampant. As a marketer, you probably sometimes ask yourself whether auditory media is still an effective means to reach your target group. An interesting question to delve into a bit deeper.
A reach of millions
Every month, radio reaches 90% of all Dutch people aged 13 and over. This means that millions of Dutch people still consume auditory forms of advertising every week. It varies from listening to (digital) radio and following a podcast , to streaming their favourite music.
You reach most people in the car, but also at work or at home. Even in the shower. At these moments, you can get very close to the listener with radio advertising, both with the general public and with specific (and local) target groups. There is a suitable radio station for every target group where your product, service or brand can be brought to the attention. This reach among the target group is also very measurable.
How audio works in the human brain
The effect of radio advertising depends entirely on the objective. Unfortunately, the effectiveness of radio advertising cannot (yet) be measured as carefully as online media. Here, the result of almost every marketing effort is practically adjustable and measurable. The effect of radio advertising works differently.
ARN Neurolab has conducted several neuroscientific studies to gain more insight into the processing of audio in our brain. An initial study shows how our brains process radio, podcasts and music streaming as fundamentally different products.
It turned out that radio has the greatest ability to capture listeners’ attention (60% more neural engagement than other audio formats) and for a longer period of time. Podcasts provide an environment with high levels serbia email list 543010 contact leads of memory processing, while the power of music streaming lies in creating a positive attitude towards brand associations.
Also read: How does my company sound? The importance of audio branding
Listening to the radio in the car
Other research shows how small changes in audio can how to break the performance marketing growth ceiling lead to significant increases in neural activity:
For brands that don’t target a specific gender, a female voice can generate 15% more brain activity than a male voice.
Using 2 voices in a conversation is 20% more effective than 1, 3 or 4 voices.
A recognizable voice, for example that of a famous aob directory Dutch person, can increase attitude, memory and involvement by up to 10%.
Ad-environment congruence increased positive attitudes by 145%.
Another study shows that you process audio content differently than audio combined with images. For example, the brain uses 10% less capacity when processing auditory content than when processing audiovisual content.
In addition, audio content has 30% more impact when distributed simultaneously with audiovisual advertising material.