QSG credentials ptn

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Radio Online Case Studies
December 2008
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Radio Online we just click

• For just about as long as the internet has been
  commercially available, people have surfed the
  net while listening to the radio.
• This understanding has been largely anecdotal
  with no controlled case studies available to
  underpin our understanding of this behaviour -
  until now
• Radio streams on the internet and offers pod
  casts and other ways for listners to interact
  on line.
• But what happens if you advertise a
  campaign on radio and the internet at the same
  time? What kind of effect and result can you
  expect?

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Radio Online we just click

• Commercial Radio Australia commissioned a TNS
  study on the effectiveness of radio advertising
  in combination with the internet.
• The commercial radio industry committed around
  1 million in airtime and research funding for
  the study.
• The study grew out of strong customer belief
  that consumers are increasingly combining use of
  commercial radio listening with online activity.
• The study aimed to validate these beliefs with
  case studies across a number of advertising
  categories to demonstrate that radio and on line
  just click !

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Contents

• Background and media landscape
• Radio / On Line Fast Facts
• Objectives of the study
• Study design
• Key findings
• Detailed campaign results by advertiser
• Brand A - Home improvement iconic brand
• Brand B - Finance new to market
• Brand C - Service provider (activity internet
  based)
• Brand D - Automotive
• Brand E - Media brand
• Brand F - Finance iconic brand
• Brand G - Entertainment category

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Background
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BackgroundExplosive growth of new media
VoIP gains in popularity
iPod launched
IPTV
YouTube
Internet protocol
First Apple Mac
Mobile phone
Colour TV
Telephone
Radio tuner
Audio cassettes
First IBM pc
Digital mobile phone
Pentium processor
DVD players
Second Life
My Space
Facebook
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Fast FactsDemonstrating the effectiveness of
radio advertising to compliment online

• 90 have accessed the internet daily. 96 of
  Australians access the internet from home.
• Each have complementary rational emotional
  benefits
• The internet connects me to the whole world,
  my radio connects me to my local community
• Both are social connectivity media
• Commercial radio listeners use the internet to
  shop, research, download
• 63 search for information on products online
• 56 access news and current affairs online
• 34 download music files online, increases to 61
  among listeners 14-17yrs
• 24 use the internet for buying/selling/renting
  property, increases to 33 among listeners
  25-39yrs
• 22 of commercial listeners listen to Radio
  online.

Of those who have accessed the
internet  Source Nielsen Media Research Panorama
Fused Metro Survey 8 (Oct 0 7 Sept 08), All
people 14yrs unless otherwise stated.  
Panorama utilises a 100 Online Methodology. 
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Fast Facts

• Majority of commercial radio listeners are
  online
• Of commercial radio listeners
• 90 access the Internet daily
• 96 access the Internet at home
• 63 use the Internet to search for information on
  a product
• Heavy commercial radio listeners are online
  across the day
• Of heavy commercial radio listeners (TSL 16hrs)
• 50 access the Internet weekday mornings
• 53 access the Internet weekday afternoons
• 90 use the Internet daily
• Commercial radio listeners are online PM hours
• 54 access the Internet weekday afternoons
• 57 access the Internet weekday early evenings
• 54 access the Internet weekday evenings

Of those who have accessed the internet  Source
Nielsen Media Research Panorama Fused Metro
Survey 8 (Oct 0 7 Sept 08), All people 14yrs
unless otherwise stated.   Panorama utilises a
100 Online Methodology. 
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Fast Facts

• Younger age groups are online later
• 77 of commercial radio listeners 14-17yrs access
  the Internet weekday early evenings
• 68 of commercial radio listeners 18-24yrs access
  the internet weekday early evenings and 67
  access the internet in weekday evenings
• Commercial radio listeners of working age are
  online during the day
• 57 of commercial radio listeners aged 25-39yrs
  access the internet weekday mornings
• 52 of commercial radio listeners 40-54yrs access
  the internet weekday mornings
• 54 of commercial radio listeners aged 55yrs
  access the internet weekday mornings
• Commercial radio listeners are online daily
• 90 of commercial radio listeners access the
  internet daily

Of those who have accessed the internet  Source
Nielsen Media Research Panorama Fused Metro
Survey 8 (Oct 0 7 Sept 08), All people 14yrs
unless otherwise stated.   Panorama utilises a
100 Online Methodology. 
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Fast Facts

• Mp3 devices and Podcasting
• Over one third of Australians own an Mp3 device
• 46 of Australians aged 14 own an Mp3 device
  Increases to
• 78 among ppl 14-17yrs
• 68 among ppl 18-24yrs
• 59 among ppl 25-39yrs
• One third of Mp3 owners have downloaded a
  podcast
• 34 of owners have downloaded a podcast Increases
  to
• 41 among owners 14-17yrs
• 40 among owners 18-24yrs
• 39 among owners 25-39yrs

Of those who have accessed the internet  Source
Nielsen Media Research Panorama Fused Metro
Survey 8 (Oct 0 7 Sept 08), All people 14yrs
unless otherwise stated.   Panorama utilises a
100 Online Methodology. 
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Fast Facts

• Mp3 devices
• Mp3 device owners listen to more commercial
  radio
• Of the 46 of Australians who own an MP3 device
• an average of 48 who listen to 7 or more hours
  of commercial radio per week
• 5 of commercial radio listeners, listen to their
  MP3 devices for 5-7 hours a week
• 44 of Heavy commercial radio listeners own an
  MP3 device.
• 49 of male commercial radio listeners own an MP3
  player, 51 of female commercial radio listeners
  own an MP3.
• Mp3 owners continue to listen to commercial
  radio
• 73 of owners listen to commercial radio

 Source Nielsen Media Research Panorama Fused
Metro Survey 8 (Oct 0 7 Sept 08), All people
14yrs unless otherwise stated.  
Panorama utilises a 100 Online Methodology. 
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Study Objectives
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ObjectivesDemonstrating the effectiveness of
radio advertising to compliment online

• To illustrate the effectiveness of radio
  advertising, particularly as it relates to
  augmenting an online campaign
• To illustrate effectiveness of radio in driving
  improvement in brand opinion
• To illustrate effectiveness of encouraging
  audiences to engage online and directly respond
  to campaigns
• To measure the incremental traffic to online
  websites driven by radio call to action
• To partner with advertisers and demonstrate the
  above through case studies

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Study design
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Study designAnalysis includes (i) advertiser
provided website and business data and (ii)
primary consumer research (brand recognition
health)
4 weeks
2 weeks
2 weeks
Online
Radio
Pre-study
Post-study

• General population consumers
• Test control markets
• Online methodology to measure key brand
• Advertising recognition, opinion and preference
  to purchase
• (Stated) web activity as a result of radio
  advertising
• n1446 completes
• (Actual) web activity measure post campaign
  traffic
• Business operational measures

• General population consumers
• Test control markets
• Online methodology to measure key brand health
  for each advertiser
• Radio and internet usage
• n253 completes
• (Actual) web activity measure pre campaign
  traffic
• Business operational measures

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Questionnaire designPre and Post study
Pre study
Post study
Screener
Screener
Section A Brand Health (Primary consumer)
Section A Brand health (Primary Consumer)
Section B Advertising
Section C Web links
Section C Web links
Section D Demographics
Section D Demographics
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AdvertiserPrimary Consumer Research (Brand
health recognition)Web metrics / operational
business analysis
Web metrics analysis
Primary Consumer Research Brand Health Recognition
Operational business data
Brand A Brand B Brand C Brand E
Brand A Brand B Brand C Brand D Brand E Brand F
Brand G
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Ideal data requirementsData required from
advertisers to ensure robust outputs

• To ensure a robust analysis is possible, TNS
  recommended the following data requirements.
• All metrics to be provided for campaign periods
  as well as expected levels in non campaign period
  (seasonally adjusted)
• Advertisers had to provide
• Control market
• Detailed media plans with dates and weights
• Potential other media impacts
• New brand / product launch to differentiate from
  other media effects
• Web metrics
• Unique hits
• Session times page impressions
• Direct response
• Unique campaign specific URL (desirable)
• Campaign response metrics (desirable)
• Operational metrics (eg. additional calls to
  Front-of-House, test drives booked)
• Sales volume impact

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Dummy example - calls to company, websites use
etcGrowth in test market relative to control
market base line is 100
Pre phase
Mid phase
Post phase
Step 1 Look at what happened in the control
market Example in green line Decrease from 20 to
19 -5
Radio ad on air Test market
20
19
Step 2 Assume the same would have happened to
the test market Example in grey line 6 calls
5 5.7 calls
17
7
22
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Step 3 So what is the difference between test
and control market? Example 5.7 /6 -5 decrease
in the control market but 7 /617 increase in
the test market difference of 22
-5
5.7
-5
Assumption of decrease if control market
scenario applied
Research Q wording of the question / Advertiser
data description of the data Base Sample Note
Additional notes
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Key terms and calculations to watch forThere is
a difference between pre, during and post campaign

• Study took place in Sydney, Melbourne, Brisbane,
  Adelaide and Perth across a 6 month period in
  2007 (total period - varying start stop times)
• During a campaign - Mid is divided by Pre for the
  result ( or 100)
• Following a campaign - Post is divided by Pre for
  the result ( or 100)
• Mid campaign is when the radio ads were actually
  on air
• Other terms / metrics used
• Test market base
• Control market base
• Brand is the product or service
• Operational objectives include additional phone
  calls, on line
  forms completed, booking and carrying out car
  test drives, on line
  accounts opened, joining a banking
  website to carry out on line banking,
  booking a particular consumer service beyond the
  website home page.
• Sales volume impact

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Key findings
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Headline FindingsDemonstrating the
effectiveness of radio advertising to compliment
online

• Over 80 of people who hear a relevant radio
  commercial referring to a website have visited a
  website as a result
• Visits to a consumer website nationally increased
  by 25 following the campaign
• Commercial radio generated 11 more visits to a
  study partners webpage following the campaign
  period
• A finance brand generated a 145 increase in page
  impressions during the campaign
• For one finance client, completed online
  applications increased 94 during the campaign

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Key findings
Brand Recognition Health (Primary Consumer
Research)
1
Effectiveness of Driving Audiences online
2
Driving Brand Engagement / Usage
3
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Key findings
Brand Recognition Health
1
2
Effectiveness of Driving Audiences online
Driving Brand Usage
3
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Radio advertising over the 4 brands achieved an
average of almost 30 recognition
Brand A
Brand E
Q B11 Do you recall hearing this ad? Base Total
1699 Brand E n112, Brand C n571, Brand B
n457, Brand A n306
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Radio improves audience brand opinionOver 50
of people improved their opinion about the brand
9
12
17
18
A much better opinion
31
30
21
50
52
55
A somewhat better opinion
63
40
33
37
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The same opinion
66
A somewhat worse opinion
48
46
44
36
A much worse opinion
Total
Client E
Client C
Client B
Client A
Q B13 As a result of hearing the ad would you
say you have? Base Total n1699 Brand E n70,
Brand C n101, Brand B n107, Brand A n107
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Key findings
Brand Recognition Health
1
2
Effectiveness of driving audiences online
Driving Brand Usage
3
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Radio is an effective medium in driving audiences
online
Over 80 of people who hear a relevant radio
commercial referring to a website have visited a
website as a result
Q C18 Generally speaking how would you describe
your radio and internet usage? Base Total
n1699 Brand E n112 Brand C n 571, Brand A
n306, Brand B n457
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Effectiveness of radio in driving audiences
onlineOver 80 of people who hear a relevant
radio commercial referring to a website have
visited a website as a result
Q C18 Generally speaking how would you describe
your radio and internet usage? Base All
respondents n1699
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Effectiveness of radio in driving audiences
online Visits to the Brand B website nationally
increased by 25 following the campaign
Average visits
Post measures
Mid measures
Pre measures
1st July 16 July 2007
Radio ads on air in Brisbane 4th June 25th
June
10th May - 3rd June 2007
Trend
Source Web metrics. Note National daily data
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Effectiveness of radio in driving audiences
online Brand A generated 11 more visits to its
web page following the campaign period
GRAPH A
GRAPH B
Pre measures
Mid measures
Post measures
10th May - 3rd June 2007
1st 10th July 2007
4 th June 1st July 2007
Visits to booking page
Visit to brand A web page
Visits to Brand A merchandising cell
Visit to booking page (via normal navigation)
Base National, no breakdown provided by test and
control market / Graph A Full month data on
website visits , GRAPH B Daily data Source Web
metrics Note daily data
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Effectiveness of radio in driving audiences
online Brand F generated a 145 increase in
page impressions during the campaign
Mid measures
6th May 2nd June
Post measures
Pre measures
Radio ads on air in Sydney 6th May 2nd June
3rd June 9th June 2007
15th April 5th May 2007
145 Increase
Base Page impressions to Brand F website Post
/ Pre improvement Source Web metrics provided
Brand F Note Graph National, weekly averages
data
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Key findings
Brand Recognition Health
1
Effectiveness of Driving Audiences
2
3
Driving Brand Engagement / Usage
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Radio is an effective medium in driving brand
engagement / usageBrand A is an iconic brand
that saw an increase of usage of 10 Brand C has
a limited target market yet grew brand usage by
19
3
8
10
7
Yes, I have increased my usage
19
24
11
31
21
Yes, I started using
33
Not currently but when the need
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arose I would
76
63
No, I did not start or increased
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using the product
22
I already used the product
6
Brand E
Brand C
Brand B
Brand A
Q B14 As a result of hearing the ad would you
say you have increase or start using their
product? Base Brand E n70, Brand C n101,
Brand B n107, Brand A n107
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Business operational measures Phone calls

• Brand B achieved a 35 increase in calls in the
  test market compared to control market

Pre measures
Mid measures
10th May - 3rd June 2007
4 th June 25th June 2007
Base Inbound calls to Brand B Source Web
metrics provided by Brand B Note Daily data
36
Daily telephone calls by test and control market
dailyDuring the campaign daily calls increased
by 35 relative to the control market
Radio ad on air in Brisbane 4th -25th June
16.5
35
14.4
11.5
4.0
3.2
Assumption of decrease if control market
scenario applied
Base Web metrics provided by one direct Note
daily data
37
Business operational measures online account
openings Increase of operational measures for
Brand F ad is on air

• In Sydney, the test market, online account
  openings increased by 6
• In Brisbane, the control market there was a
  decrease by 6

7th May 13th May
14th May 20th May
21st May 27th May
Base Brand F Online account openings Source Web
metrics provided by Brand F Note daily data
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Business operational measures Website banking
acquisitionsSignificant increase in advertised
operational measure

• Total Brand F operational measure increased by
  98 during the campaign with 107 operational
  measures average prior to the campaign and 212 on
  average during the campaign

• The overall acquisition increase from pre (107)
  to post (151) has seen an increase by 41.
  (151/107)
• The increase from mid (212) to post (107) is 98
  or 212/107

Post measures
Pre measures
Mid measures
6th May 2nd June
3rd June 9th June 2007
15th April 5th May 2007
98
41
Radio ads on air in Sydney 7th May 28th May
Base Agreed operational measures Source Web
metrics provided by Brand F Note weekly data
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Business operational measures Online Account
openingsBrand B achieved an increase of 30
operational measures following the campaign
Post measures
Mid measures
Pre measures
1st July 16 July 2007
4 th June 25th June 2007
10th May - 3rd June 2007
Base Operational Measures Source Web metrics
provided by Brand B Note daily data
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So what does this mean for advertisers?

• Nearly all Australians (over 80) listen to the
  radio. The majority are online and accessing the
  internet daily and can react to a radio driven
  campaign
• Radio online is a cost-effective media
  partnership
• Campaigns can provide better value for money by
  adopting a strategy that support a radio
  online campaign
• Radio online as partners assist in brand
  awareness
• People who have heard a radio commercial will
  visit a website
• Whether a new brand or an iconic brand consumer
  behaviour in visiting a website is similar
• Even new brands can afford a cost-effective radio
  online campaign
• Commercial radio generates more visits to a web
  page if the website is mentioned in a commercial
• Commercial radio campaigns can drive online
  applications and enquiries

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What revenue is involved ?

• According to the IAB's latest Online Advertising
  Expenditure Report (Feb 08), online advertising
  grew by 345 million in 2007 to 1.346 billion.
• After three straight years of 60-plus growth
  advertisers slowed spend in the online arena last
  year with online ad growth slowing to 34 in
  2007.
• Search and directories outpaced the industry
  average with 56 annual growth with 622.25
  million spent on online search and directories,
  or 46 of online budgets.
• Classifieds and general advertising grew more
  modestly. Classifieds spend grew 19 to 356.75
  million the slowest growing online category.
• General advertising, which includes display
  advertising, hit 367 million, up 21 on 2006
  after three years of 50-plus growth. Classifieds
  and general advertising each accounted for 27.
• Finance, Computers Communications and Motor
  Vehicles are still the biggest spenders online -
  accounting for just over half of all display
  advertising.
• All these categories experienced a decline in
  overall share of spend during 2007.

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What revenue is involved ?

• FMCGs, Insurance and Government accounted for
  much of the growth.
• After years of neglect, FMCG advertisers seem to
  have caught the online bug, with their share of
  online spend growing from 3.3 in 2006 to 4.7 in
  2007 - still low but a clear signal of more to
  come.
• Insurance brokers also increased their online
  spend in 2007, with the Insurance category almost
  doubling its share from 2.0 to 3.7 over the
  year.
• If comparing on line revenue direct to radio,
  display or general is the most appropriate
  comparison, (or an apples for apples comparison),
  367 million, up 21 on 2006 after three years of
  50-plus growth.
• Search is the newest category.

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The new on air campaign thatradiobloke.com

• On air now and written by international
  award-winning director of Eardrum Australia,
  Ralph van Dijk. There are about 12 ads in the
  series to air until September.
• Again featuring comedian Mark Mitchell talking
  with media experts, listeners and advertisers, in
  a humorous take on the effectiveness of radio at
  promoting an advertisers website.
• Listeners are encouraged to visit Marks website
  in the ads thatradiobloke.com and see what
  happens.
• With the running theme of 'thatradiobloke.com'
  the current campaign serves as an entertaining
  'product demonstration' of radio driving online
  access as well.
• The ads generate a lot of positive feedback from
  listeners so the opportunity to see the voice
  behind the campaign (Mark Mitchell) adds an
  interesting dimension.

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Getting more info on thatradiobloke.com

• The url itself, click from there to
  commercialradio.com.au.
• Brochures
• PowerPoint presentations for adaptation to/in
  proposals
• Fact sheets to easily import into proposals
• The ads (as they air)
• Radio planning and creative tips
• Other international studies on the topic

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For further information and other International
Studies
There are number of other countries that have
carried out studies on the relationship between
radio and the internet. These studies are
primarily qualitative (and obviously not local),
but have some relevance to relationships between
the mediums. These studies are available to be
downloaded, free from the Commercial Radio
Australia Website commercialradio.com.au If you
require further information on this study, or
would like a free CD ROM, please contact
Commercial Radio Australia. Phone [phone]
or batoul.alamein_at_commercialradio.com.au