New research from media industry veteran Stephen Tindall highlights the efficiency and reach of radio and outdoor advertising, especially when combined. A highly regarded industry leader with over 25 years of experience in communications, Tindall's findings were released during a series of roadshows hosted by MediaWorks with its agency partners.
The study, commissioned by MediaWorks, explored the critical challenges facing marketers as traditional TV audiences decline and the costs of reaching consumers rise.
Key insights from the analysis:
Advertisers looking for rapid, mass reach are faced with increasingly limited media channel options.
Over the past decade, radio and outdoor advertising have consistently delivered massive audience reach in an era of fragmented audiences.
Combining radio and outdoor advertising enhanced reach, achieving a 42% increase in the 25-54 age group and an 80% increase in the 18-39 age group after using 300 gross rating points (GRPs).
Audio advertising is twice as cost-effective as TV for reaching the 25-54 age group, while outdoor advertising has a four times efficiency advantage.
Research shows that radio delivers strong all-day reach to audiences, while large format outdoor advertising quickly establishes and maintains high visibility early in a campaign. Outdoor advertising performance is further enhanced by the use of additional formats and the flexibility of programmatic buying.
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As New Zealand's largest radio and outdoor audience provider, MediaWorks is uniquely positioned to help marketers leverage these platforms to deliver widespread and effective brand exposure through a combination of audio and visual messaging.
Announcing the findings, Steve Tindall said: “This research highlights that the face of media consumption is changing. The urgent need to reach the masses means marketers need to adapt their channel mix. Combining radio and outdoor offers a powerful solution that not only extends reach, but also engages audiences more effectively and efficiently, delivering faster mass reach.”
Paul Hancox, agency head at MediaWorks, added: “Steve's thorough analysis highlights the need for an evolutionary approach to channel planning in a fragmented media environment. Getting the most out of hard-earned budgets is a top priority for all marketers and this research makes a compelling case for combining radio and outdoor advertising.”
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