Radio - IAB Community

IAB Breakfast 31/05/2011
Radio advertising links to online
E. Bonnefaes
A. Wuyts
MEDIA SESSION « Mobile Internet » & « Influence of media on Search » 26/05/11
N. Van Helshoecht
www.grp.be
Radio is everywhere…
± 90% weekly reach across EU countries
3-4hrs of daily radio consumption
65% of the radio users mesh media
23% listens to the radio through the pc
Source: EIAA
Google Confidential and Proprietary
2
…Search captures trends
C) wedding
Kate Middleton
Pippa Middleton
A) Wedding
announced
B) official
wedding
preparations
D) Pippa
arrives
Google Confidential and Proprietary
3
So search could capture radio events/ads…
Chocotoff
Chokotoff
witte Chokotoff
…
Google Confidential and Proprietary
4
The Study
Google Confidential and Proprietary
5
The study - Background
STARTING IDEA
- Search captures trends in a very granular way.
This enables Google to analyze the impact of radio
advertising on searches.-
PROJECT BACKGROUND
•
Together with the VAR, Google started an exercise
to look into the impact of radio campaigns on
search behavior
•
RMB joined the research to cover the full Belgian
spectrum and refine and validate the methodology
•
26 radio advertisers have been analyzed on their
2010 radio campaigns
Google Confidential and Proprietary
6
Methodology – What is radio Ad Boost?
WHAT DID WE CALCULATE…
•
The increase in queries (searches) on Google initiated by the radio
campaigns of the different advertisers.
•
We have defined this %-increase as radio ad boost
Google Confidential and Proprietary
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Methodology – Details
SOURCES:
A. Advertisers:
Remarks:
VAR & RMB
- Dominantly radio advertisers: >80% ad spend on Radio
- Mix of different sectors
- Mix of customers with different online presence/business model
- Non seasonal business model
- Semi-public data (Mediaxim)
B. Search Popularity:
Remarks:
Google
- Internal data (non-public)
- Searches limited to brand name and site-urls to capture
navigational searches
- Impact on google.be (both FR & NL)
Google Confidential and Proprietary
8
Main results
# Brands: 26
Study
Sample
Radio ad spend: 14 M€
avg. radio spend: 540k
Results
Radio ad Boost = +33%
Google Confidential and Proprietary
9
Detail insights: A) Mention the URL
INSIGHTS:
① Mentioning the URL during the radio spot will
double the ad boost to your site!
27% 59%
② Even when the URL is not mentioned, people
will still go online to search for your brand
ADVICE TO ADVERTISERS:
Make sure you have a site on your brand/product that links
back to the advertising on the radio. This will strengthen the
message and give you ownership over the product
Google Confidential and Proprietary
10
Detail insights: B) Sonic branding works
INSIGHT:
The use of sonic branding increases the
effectiveness of the ad, when looking at the search
behavior.
23% 49%
REMARKS:
-
The effect is similar to the URL mention, but the effect is
a bit less strong than the action to go online via the URL
Google Confidential and Proprietary
11
Detail insights: C) Length is not everything
INSIGHT:
Shorter radio ads have a higher radio ad boost
6% 35% 62%
REMARKS:
-
-
Longer ads are often more informative, thus decreasing
the need to look up information about the brand, while
shorter ads are often more actionable.
Shorter ads are more cost effective, when seen from a
search perspective.
ADVICE TO ADVERTISERS:
If in line with the advertising goal, you can keep non
essential information out of the radio ad an refer to it online.
Google Confidential and Proprietary
12
Berlitz Case
Google Confidential and Proprietary
13
Berlitz Case
• Global leadership training and education company,
known for their language programs
• Successful radio campaign in Belgium built on funny language mistakes that
illustrate the need of a language course at Berlitz
• Berlitz has 2 sales contact channels:
Phone
Internet
Radio
• 2 radio campaigns just before
their course cycles
• Both NL and FR for full BE
reach
Including Site mention
Including Sonic Boost
Google
• There was a very strong match
between the radio campaign and the
increased searches on the brand
• Radio Ad Boost = 73%
Google Confidential and Proprietary
14
Specific results from the Berlitz case
A) January Campaign:
B) September Campaign:
• 90k Radio investment
• 90k Radio investment
• Increase of 55% searches
• 40k Press investment
• Increase of 80% searches
Investment (EUR)
% clicks vs. avg
Radio+Press
Google Confidential and Proprietary
15
“A combination that works”
Eric Werbrouck, general manager Berlitz Benelux
- The concept has been employed for three years in
Belgium and it is still successful
- The success is confirmed by an in-house analysis of the
number of website-visitors
- If you really want to stimulate search behaviour, then a
radio campaign is a good investment
Google Confidential and Proprietary
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Google Toolkits
Google Confidential and Proprietary
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Alternative source: A) Google Insights for Search
-
Free public tool to have insights on queries
-
www.google.com/insights/search
-
Could be useful as an alternative source to check on search popularity.
Relevant
query
Web Search
Interest
Google Confidential and Proprietary
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Alternative source: B) Google Analytics
-
Free public tool to analyze all the traffic to the advertisers site
-
www.google.com/analytics
-
Could be useful as alternative source to check on search popularity.
See customer information:
- Visits per day
- Keywords
- Visits per region
- Source of traffic
- …
Google Confidential and Proprietary
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Control your brand: Google Adwords
-
Paid search advertising on Google search
-
www.google.com/adwords
-
Adding a relevant advertisement will enhance your radio campaign and focus the
user on the product/offer advertised.
“If you can’t be found, you
might as well not exist”
Google Confidential and Proprietary
20
Conclusion
Google Confidential and Proprietary
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Conclusions
1. From a search perspective, radio advertising works very
good. There is a general increase of brand searches
with 33%
2. When advertising on the radio…
…be aware that people will go online to follow up on the
advertising, so make sure you are present online
…be aware of the levers that drive more people online.
3. Link the different advertisement campaigns back to
the online popularity of that brand to have more
insights for your radio campaign.
Google Confidential and Proprietary
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Questions
Google Confidential and Proprietary
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