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Radio CBS - Winter 2017
Transcript of Radio CBS - Winter 2017
One Plus One = Three
Greek philosopher Aristotle explained the power of synergy when he said, "The whole is greater than the sum of it's parts"; meaning that each part alone is not as powerful as the cumulative impact of several parts.
The internet alone, and radio alone, are not as powerful as radio and internet together
Source: Ens Media INC.
Radio brands and their digital and social network extensions, on the aggregate, reinforces synergy, advances consumer engagement, heightens reach, and stimulates awareness while cutting through marketing and advertising clutter.
The successful case study in the following slides was an Irish consumer packaged goods item called Boutique Bake, a home baking product.
Adopting an omnichannel strategy and execution, Boutique Bake grew its brand equity and strengthened its credibility amongst new customers in a competitive category dominated by established name brands.
Radio piqued the interest of its listeners, prodding 62% to go online after hearing the commercial.
Among those who went online, 89% said the went directly to an advertiser's website.
More impressively, 83% who went online to learn more about the product then looked for the product in a store.
As the campaign concluded, sales almost tripled (+189%), similarly for brand awareness (+175%), while purchase intent doubled (+96%).
Source: Urban Media, national sales house for Dublin's FM104 and Q102, Cork's 96FM and C103, Limerick's Live 95FM, Galway Bay FM, WLR and LMFM
Radio Delivers Outstanding Return on Investment (ROI)
Affirmative, radio works.
Study after study has validated the medium's ROI and sales lift.
RAB USA's November 2016 Radio Impact cited that, across a diverse list of product categories that advertise on radio, the medium delivered up to a $17 return for every $1 spent in advertising.
Examples included four department store brands that scored an average 17 - to - 1 return on advertising spend, while exposure to radio ads increased sales by 10%.
In category of QSRs (Quick Serve Restaurants), the brand that used radio experienced a 6% gain in the number of consumers that walked through their doors.
Nielsen had undertaken more than 20 different studies in the past few years to demonstrate radio's efficacy in delivering ROI across many different categories.
Most recently, an auto aftermarket retailer wanted to access the sales impact of its radio investment.
Westwood One, owner of a number of radio station groups, commissioned Nielson for the task.
Nielsen matched the PPM panel with credit and debit card spending, to facilitate its comparison of purchases among those exposed to the radio campaign with consumers who were not exposed.
The three-month national campaign aired from March to June 2016. Nielsen evaluated the impact of the entire radio campaign, across all radio stations purchased, and uncovered the following results:
Return-on-advertising-spend (ROAS) was spectacular
The auto aftermarket retailer generated $21 of incremental sales for every single dollar spent in radio
Nielsen calculated ROAS by dividing the total sales boost by the radio ad investment, to demonstrate the tangible evidence of radio's impact on sales.
AM/FM radio is a new customer machine
The radio campaign grew new customers by 64%, confirming a key radio attribute - reach.
The radio campaign reached 50% of Americans in the target demo.
The overall campaign saw a 48% growth in total buyers.
Message frequency proved beneficial. At the 7+ level, those target audiences with the highest levels of message exposures comprised 45% of the total sales increase, while 31% of the sales lift was among its target audience who were exposed to the message once or twice.
Significant Share Growth
Among consumers who were exposed to the campaign ad messages, the auto aftermarket retailer had a 71% increase in the share of dollars spent in the auto aftermarket category.
Among consumers who were exposed to the campaign ad messages, the advertiser had a 13.2% share - of - spend in the category versus only a 7.7% share among those not exposed.
Source: Radio Impact Reports, RAB, USA, November 11, 2016; www.fmqb.com
Blog post dated December 29, 2016 by Pierre Bouvard
Radio has the highest reach among working Mothers
Women 25-54 are coveted by marketers for their considerable heft in influencing or making purchase decisions for the household.
Moms who work, whether full-time or part-time, account for 43% of Canadian Women aged 25-54.
Compared to Women 25-54 in the general population, working moms spend less time watching TV and more time listening to radio.
Two-thirds of working moms aged 25-54 are in the medium to heavy radio quintiles.
Working Moms 25-54
Source: Numeris RTS Fall 2016 Total Canada Adults 18+ base.
Digital - Caveat Emptor*
(Latin: let the buyer beware)
The magnitude of fake users on fake websites generating fake ad views have wreaked havoc on digital integrity
Cost of ad fraud in the US in 2016
Recurring mea culpas in the recent months from senior executives at Facebook and Twitter over performance metrics that have somehow been over-reported for quite some time, have seriously eroded public confidence on these two social media behemoths.
Agencies and markets alike have thrown down the gauntlet in their escalating demands for more transparency and industry oversight on validation of traffic measurement in the digital universe.
A week before Christmas 2016, Advertising Age and the New York Times both published details of a complex advertising fraud scam allegedly perpetrated by foreign hackers.
The surreptitious online manoeuvres had ostensibly been undertaken since last September and continued to remain active at the time of this well-publicized disclosure.
The ad fraud was uncovered by White Ops, a computer security firm which focuses on the ad industry.
They had traced the fraud to a group of Russian hackers. The Association of National Advertisers, working with White Ops, speculated the digital ad fraud was costing marketers over $7 billion in 2016, $1 billion more than in the previous year.
*www.Investopedia.com. This denotes a principle of contract law in many jurisdictions that places the onus on the buyer to perform due diligence before making a purchase.
Source: AdAge, Dec 20, 2016, "Next-Level 'MethBot' Ad-Fraud Scam Cost Avertisers At Least $3 million Per Day, WhiteOps Says; NY Times, Dec 20, 2016 "Russian Cyberforgers Steal Millions a Day With Fake Sites"
For those of my generation who do not and cannot comprehend why Facebook exists, I am trying to make friends outside Facebook, whilst applying the same principles.
Therefore, everyday I walk down the street and tell passers-by what I have eaten, how I feel at the moment, what I have done the night before, what I will do later, and with whom.
I give them pictures of my family, my dog, and of me gardening, taking things apart in the garage, watering the lawn, standing in front of landmarks, driving around town, having lunch, and doing what anybody and everybody does every day.
I also listen to their conversations, give them the "thumbs up" and tell them I like them. And it works just like Facebook...
I already have four people following me: two police officers, a private investigator and a psychiatrist.