Gold Award winning Radio: Online Multiplier
At Other lines of enquiry we love to use new and interesting research techniques. 'Radio: The Online Multiplier' is just one example of the many successful projects we run. We knew we were onto a winning methodology when the RAB won a Gold Medal for the project in the Best Research category at the Media Week Awards.
The Radio Advertising Bureau asked Other lines of enquiry to investigate how exposure to radio advertising influences online browsing behaviour. Given our experience of the consumer purchase funnel, and the role different media play at different stages, we had a pretty good idea. However, the way we went about testing our hypothesis was still a big challenge.
We surveyed over 1,800 respondents and collected detailed radio listening diaries. We then combined this information with J-ET (Jicrit) ad campaign data, allowing us to see which respondents had been exposed to specific radio campaigns.
We also designed a bespoke software app for each respondent to install, which captured detailed browser history files from their PCs.
By comparing browser history with ad exposure, the RAB were able to quantify the ability of radio advertising to drive actual (not recalled) brand-related web-surfing behaviour.
The results were eye-opening: exposure to radio advertising boosts brand browsing by 52%; radio advertising has an immediate effect on browsing behaviour; creativity is crucial in delivering optimum effect.