2022 Market Intelligence Meeting (Radio; Part 2)

Location:

Online

Date(s):

09/03/2022

Past events

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egta’s Market Intelligence Meeting focuses on topics related to radio effectiveness, attribution and innovative research.

Brand lift & attribution – proving the effectiveness of audio advertising

Charlie Brookes, Director of Revenue, Octave Audio

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The usage of first party data across strong brands allows for better targeting and more effective audio campaigns. Octave provides proof and case studies to prove the effectiveness of audio advertising.

The second RMS podcast study. A current overview on podcast usage in Germany including some deep dives

Uwe Domke, Head of Market- and Media Research, RMS
Alexander Bohn, Project Manager Media Research & Data Management, RMS

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The goal of the study was to analyse the podcasts usage behaviour in general and characterise the users of podcasts regarding socio-demographics, media usage, leisure behaviour, as well as personal interest and opinions.

New French study on the effectiveness of radio: “Radio as a performance enhancer”

Julien Gaviard, Partner, Ekimetrics

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The Bureau de la Radio commissioned Ekimetrics, a global consultancy company, to conduct a study on the effectiveness of radio on the French market. The results show that radio is a competitive medium that delivers high ROI, optimises the efficiency of other media (online and offline), is a key media for reaching B2B audiences and high-potential customers, generates drive to web and is efficient for promotional communications and branding campaigns.

Impact of radio advertising on drive to web

Bernard Domenichini, Head of Market Research, ARD Media

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ARD commissioned modelling to quantify the impact of radio on website visits.The results showed that radio drives substantial traffic to online stores and generates additional revenues.

Big Audio Datamine: what big data tells us about radio effectiveness and how to optimise it

Marc Barber, Planning Director, Radiocentre

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Big Audio Datamine is a unique meta-analysis of the world’s biggest radio advertising effectiveness dataset, built on a long running Radiogauge database by Radiocentre (UK). The results show that within all the advertising sectors, radio delivers significant uplifts in effectiveness outcomes, creating and converting demand. Creative consistency and a focus on building reach are the driving forces behind effective campaigns. 

How Radio delivers ROI and sales lift for CPG Brands

Hilary Borndahl, CEO & Founder, Miix Analytics
Caroline Gianias, President, Radio Connects

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Radio Connects commissioned Nielsen to conduct a review of the activity of major CPG brands in Canada that used radio as part of their media mix over the last 5 years. The results show that despite having the lowest share of investment from the observed media types, radio delivered the highest ROI for the CPG category.

Sonic Branding effectiveness – Insights into what makes a sonic brand effective and the importance of measuring the match between brands and their audio assets

David Courtier-Dutton, Chief Executive Officer, Soundout

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The results from a recent project by StandOut show that sonic branding is highly effective but underutilised by brands. A sonic logo correctly associated with a brand adds 5% to the perceived value of the brand and purchase intent.