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Credit: Markus Spiske via Unsplash
Paul Sinkinson, Managing Director of Analytics Partners, said at the Commercial Radio & Audio (CRA) HEARD conference that brand marketing is 80% better than performance messaging.
But what do you see in radio advertising? Less brand advertising and more performance messages than other channels.
As a result, radio advertising is inherently set up to be less efficient.
“If the very message you send to your network is only 20% of the time better than your brand positioning, then your campaign will be countering that from the get-go,” Sinkinson said.
Consistency is also very important, but radio ads generally don’t run long enough to be effective, with the average being 2-4 weeks.
“Just keep at it for a long time. Even if you’re doing something wrong, the longer you do it, the better the results will be,” Sinkinson says.
For example, doubling the campaign duration from 10 weeks to 20 weeks results in a 34% higher ROI for the same ads, same platform, and same strategy.
Additionally, if the campaign is extended to 30 weeks, the ROI is 60% higher.
This chronic underinvestment in brands is a result of companies wanting to show positive results quickly, says Lauren Joyce, chief strategy and connections officer at ARN.
“This level of impatience means marketers are not investing in brands for long-term returns,” Joyce said.
But according to Hendrick’s Gin marketing manager Nathan James, marketers need both to build a brand.
“For premium brands, the ratio is 70% brand and 30% price-driven work,” James said.
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