In order to compete with online media and to help make the case for radio advertising’s effectiveness, it is essential for radio to be able to prove the positive impact it has on driving web traffic. Without proof of the “lift” radio contributes to marketing campaigns, online (or digital) channels are more than happy to claim all the credit for marketing success with what is known as “last-click attribution”. egtabites have previously featured case studies where attribution has helped marketers succeed. Today we are showcasing RMS Austria and its partnership with LeadsRx.
The Austrian audio advertising sales house RMS Austria (RMS) has chosen marketing analytics company LeadsRx and its multi-touch attribution platform to power the RMS Attribution measurement and insights services it provides to advertising clients.
RMS specialises in audio advertising campaigns bundling all Austrian private radio stations and over 1,500 audio streams to deliver successful results for its clients' brands. RMS is using LeadsRx impartial attribution technology to measure and garner specific marketing insights into campaign performance. This provides clients the ability to optimise advertising and maximise return on ad spend (ROAS). ROAS is a vital KPI for all marketers.
"LeadsRx Attribution makes it possible to measure how effectively and quickly radio advertising is digitally activated with RMS Austria," said Joachim Feher, CEO RMS Austria. "Companies across all industries can take advantage of the marketing success that can be achieved by pairing RMS's radio marketing power with the measurement effectiveness and customer visibility provided by LeadsRx."
RMS Success Story: Aspire Education Zukunftsmillion.jetzt Campaign
Aspire Education, the leading education group in German-speaking countries, relied on a RMS radio campaign and LeadsRx attribution technology to measure the success of its Zukunftsmillion.jetzt (FutureMillion.now) campaign.
The campaign invited people of all ages to register at Zukunftsmillion.jetzt website, enter their educational interests and create a personal educational profile. After that they could collect ‘Aspire points’, which gave price reductions for Aspire courses, totalling one million euro in discounts. The goal of the campaign was to increase traffic on the dedicated website and generate new quality leads. In addition to the radio campaign with RMS, Aspire Education also advertised “Zukunftsmillion.jetzt” with display and social media campaigns.
While LeadsRx is a multi-touch attribution provider and does analyse all marketing channels for many of its clients, the RMS analysis focused on broadcast radio advertising only to determine its impact on generating more traffic to the campaign website.
The RMS Attribution Tool, powered by the LeadsRx Universal Pixel, captures 100% of in-bound traffic and shows the success of radio campaigns by linking the broadcast times of spots with response indicators (web visits in this case). The uplift (= ratio of the sessions that can be clearly assigned to the radio spot and those that are not) in the website traffic makes the direct advertising response visible.
Overall, the RMS marketing approach was credited with:
» Web lift of 18.9%, representing a total share of 15.9% of the total web sessions.
» Nearly 16% of FutureMillion.now website traffic can be attributed to a specific 10-minute window as a direct response to the radio spots that aired.
» Generating weekly increase in web sessions of up to 40%.
"RMS Austria's use of LeadsRx Attribution is the model for how marketing attribution can measure the success of radio advertising and track customers' paths to purchase," said AJ Brown, CEO and co-founder of LeadsRx. "The fantastic outcome of Aspire Education's Zukunftsmillion.jetzt marketing campaign demonstrates how effectively agencies and advertising sales houses like RMS can use analytics and attribution insights to improve business success."
First radio campaign for druck.at – showing how radio campaigns contribute to brand’s online success
Another successful campaign that made use of the attribution solution was with druck.at. Celebrating 20 years, druck.at promoted their anniversary with their first radio campaign, which was accompanied by display, social media and OOH. The online printing company solely focuses on e-commerce and, therefore, aims to steer new and existing customers to their website. In their anniversary campaign they tried to do so by offering a 20% discount and they succeeded – on radio campaign days their website sessions showed an uplift of 18%.
More and more big brands and small start-ups expand or rely on e-commerce to drive business. With its rapid increase in relevance – partly driven through the continuing pandemic – marketers wanted to know more about the effect that radio advertising can have on their website traffic. Showing a short-term impact of advertising, ideally in numbers, is something that data-driven companies often seek. Therefore, RMS experienced a lot of interest from the market in general, but also started talking to clients that are now considering radio advertising for the first time – because of this new opportunity.
“Being able to show our clients how radio campaigns contribute to their online success is a great step forward, as we seek to make all impact of radio and audio advertising visible. In addition to our impact research, which also shows medium-term effects especially with image campaigns, marketers can find the right tool to measure their advertising impact,” said Joachim Feher, CEO RMS Austria
egta asked Jeff Keenan, SVP of International & Co-Founder of LeadsRx* additional questions regarding their attribution tool:
egta: How do you filter out visits that are generated by social and display campaigns or even a TV campaign to determine the impact of radio?
Jeff Keenan: Because LeadsRx is a multi-touch attribution provider, it measures all channels and can filter by a single channel or combination of channels. This allows data and insights from attribution to determine how one channel is performing or a mix of channels is performing in tandem. So LeadsRx can see customers' paths to purchase, including offline channels such as radio, as well as paid ads on social channels or search engines.
egta: Do you need permission from the advertiser to access the data on website visits?
JK: The advertiser places its custom LeadsRx pixel on its site, so they are gathering the data first-party and allowing LeadsRx to access and examine the data.
egta: Does your attribution tool also provide broadcasters with data on uplift that they can use to optimise dayparts, spot lengths etc. of the campaign in progress?
JK: Yes, since the data is tied to specific campaigns, broadcasters can see which ads on which stations are most effective, or least effective, which is also great to know. A broadcaster may find that an ad on a certain radio show performs better, or that an ad that features the business owner talking is more effective than a generic ad. Perhaps a shorter 15-second ad is more effective than a 30-second ad; or a certain time of day (say drive time) is more effective for certain types of products or services. The data will prove it out.
egta: What was the biggest challenge you had to overcome when adapting your solution for the European market being originally a US-based company?
JK: We found that European organizations, especially broadcasting companies and agencies, have a thirst for cross-channel attribution solutions and therefore have been very receptive to our impartial marketing attribution approach. They have welcomed LeadsRx and our ability to easily report across all channels, including TV and radio, to prove the exact value each channel contributes to the customer journey. Case in point is the above RMS Austria example, as it launched its own attribution reporting function based on LeadsRx technology. This allows RMS to report the success and effectiveness of radio advertising, specifically.
*Jeff Keenan, SVP of International & Co-Founder of LeadsRx, is now based in Barcelona, Spain. The intention of moving to Europe was to oversee LeadsRx operations and ensure the same success with multi-touch attribution and customer journey analytics in the European market. Jeff works closely with SmartechResults, the exclusive European reseller of LeadsRx. SmartechResults is based in Switzerland.