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MarkBarberNABEC08

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Information about MarkBarberNABEC08
Education

Published on January 6, 2009

Author: aSGuest9396

Source: authorstream.com

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Slide 1: Developing a universal effectiveness currency for radio advertising Mark Barber, RAB UK Who am I? : Who am I? RadioGaugeDeveloping a universal effectiveness currency for radio advertising : RadioGaugeDeveloping a universal effectiveness currency for radio advertising a) About RadioGauge b) Example outputs for individual advertisers c) Example outputs from aggregated data d) The business effect of RadioGauge e) RadioGauge sans frontieres The context for RadioGauge:Churn on radio is increasing : The context for RadioGauge:Churn on radio is increasing % of brands spending £100k+ churning away from radio Source: NMR Slide 5: % of customers stating that issues are a major barrier to increased investment in radio Key factors contributing to churn Source: RAB Benchmark Survey Jan 08 The Idea : Create a universal effectiveness currency for radio advertising The Idea The Idea : Create a universal effectiveness currency for radio advertising The Idea Accessed by a wide range of radio advertisers Measure & benchmark individual campaign effects Aggregated data to develop learning by sector Quantified & actionable creative learning Achieving depth and breadth : Achieving depth and breadth Exploit value of online samples & questionnaire Consistent methodology and reporting structure Measure three advertisers in each wave Discerning the radio effect : COMPARED TO Discerning the radio effect 536 Commercial Radio Listeners* 264 Non-listeners to Commercial radio* Measuring: Brand awareness Brand perceptions Ad awareness Brand consideration 5I’s creative score *Matched GB representative samples Red = benchmarked RadioGaugeDeveloping a universal effectiveness currency for radio advertising : RadioGaugeDeveloping a universal effectiveness currency for radio advertising a) About RadioGauge b) Example outputs for individual advertisers c) Example outputs from aggregated data d) The business effect of RadioGauge e) RadioGauge sans frontieres Car brand XUnprompted brand awareness : Car brand XUnprompted brand awareness Base: All respondents Top 5 shown ALL mentions Brand health measures“Car brand X gives you more for your money” : Base: All listeners Brand health measures“Car brand X gives you more for your money” % score (scale max = 10) Car brand XAd awareness : Car brand XAd awareness Base: All aware of brand Net radio gain = 10% Weighted (30” equivalent GRPs) = 2.8% 10% Benchmark Ad awareness weighted by 30” equivalent GRPs : Benchmark Ad awareness weighted by 30” equivalent GRPs Q3. Difference in ad awareness, CR Listener vs. Non-listener Base: All aware of brand Net radio gain - weighted Car Brand X5Is scores vs. Radio Gauge average : Car Brand X5Is scores vs. Radio Gauge average Base: All CR listeners Example: Top 5 ads for Integration : Example: Top 5 ads for Integration Base: All CR listeners Strong performers link with TV campaigns using music, voices Mean score (max 10) RadioGaugeDeveloping a universal effectiveness currency for radio advertising : RadioGaugeDeveloping a universal effectiveness currency for radio advertising a) About RadioGauge b) Example outputs for individual advertisers c) Example outputs from aggregated data d) The business effect of RadioGauge e) RadioGauge sans frontieres The average uplift in ad awareness driven by radio is 10.4% : The average uplift in ad awareness driven by radio is 10.4% Difference in ad awareness (CR listeners vs. non-listeners) Average = 10.4% Significant advantage in weighted ad awareness for retail advertisers : Significant advantage in weighted ad awareness for retail advertisers Difference in ad awareness – CR listeners vs non-listeners (weighted) Valuable sector learning from creative scores : Valuable sector learning from creative scores Base: All CR listeners Mean score (max 10) Slide 23: Base: All CR listeners Mean score (max 10) Valuable sector learning from creative scores Slide 24: Base: All CR listeners Mean score (max 10) Valuable sector learning from creative scores A high 5Is score can triple campaign effectiveness : A high 5Is score can triple campaign effectiveness Top quintile 5Is score Bottom quintile 5Is score Source: RadioGauge Gain in weighted ad awareness per 100 GRPs Creative integration with other media drives overall creative effectiveness : Creative integration with other media drives overall creative effectiveness Slide 27: a) About RadioGauge b) Example outputs for individual advertisers c) Example outputs from aggregated data d) The business effect of RadioGauge e) RadioGauge sans frontieres RadioGaugeDeveloping a universal effectiveness currency for radio advertising 90 campaigns signed up across 2008 : 90 campaigns signed up across 2008 …accounting for over 60% of national ad revenue Positive feedback from users : Positive feedback from users 100% - RG will help to maintain radio investment 36% - RG will help to increase radio investment 60% - RG will positively influence future creative Slide 30: Customer perspective Radio spend of RadioGauge users has increased by 16% YoY : Radio spend of RadioGauge users has increased by 16% YoY Radio All other media Source: NMR (Jan-Aug 08 vs. Jan-Aug 07) Year-on-year media spend analysis of advertisers on RadioGauge Slide 32: a) About RadioGauge b) Example outputs for individual advertisers c) Example outputs from aggregated data d) The business effect of RadioGauge e) RadioGauge sans frontieres RadioGaugeDeveloping a universal effectiveness currency for radio advertising RadioGauge sans frontieres : RadioGauge sans frontieres Why RadioGauge in your market? : Why RadioGauge in your market? Tried and tested Efficient Dependable Quality Why RadioGauge internationally? : Why RadioGauge internationally? Effectiveness benchmarks Creative benchmarks Category benchmarks National benchmarks SummaryDeveloping a universal effectiveness currency for radio advertising : SummaryDeveloping a universal effectiveness currency for radio advertising RadioGauge is making significant in-roads into addressing advertiser churn in the UK 90 advertisers signed up across 2008 Positive customer feedback Indicators of revenue benefits New learning being derived from aggregated data Opening doors to new/lapsed advertisers Eminently importable and scalable for any market Efficient, proven method, cross-market benefits Interested in finding out more? : Interested in finding out more? mark@rab.co.uk or jason@otherlines.com Slide 38: Developing a universal effectiveness currency for radio advertising THANK YOU

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