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Audio Creative Best Practices: Say The Brand Name Early And Often, Don’t Get Caught Up On Spot Length, And Utilize The Power Of AM/FM Radio And Podcast Personalities

By Pierre Bouvard
The Cumulus Media | Westwood One Audio Active Group® has tested hundreds of audio ads over the years working with the leading experts in creative testing. The findings from those tests, along with marketing effectiveness and creative strategy work from industry giants, have been combined to form Cumulus Media | Westwood One Audio Active Group®’s comprehensive Audio Creative Best Practices.

AM/FM Radio Drives Results For Pharmaceutical Brands: Multiple Case Studies Reveal AM/FM Radio Drives Incremental Reach And Action, Grows Share Of Voice, And Delivers High Creative Scores At A Fraction of TV’s CPM

By Pierre Bouvard
Pharmaceutical brands have discovered network radio. According to a Miller Kaplan network radio ad spend analysis, 2021’s pharmaceutical ad spend of $126 million was up 2.5X, skyrocketing from 2018’s $49 million.

CUMULUS MEDIA | Westwood One Audio Active Group’s Audio Creative Best Practices: The Blueprint For Developing Impactful Ads

By Pierre Bouvard
The CUMULUS MEDIA | Westwood One Audio Active Group has tested hundreds of audio ads over the years working with the leading experts in creative testing. The findings from those tests, along with marketing effectiveness and creative strategy work from industry giants, have been combined to form CUMULUS MEDIA | Westwood One Audio Active Group’s comprehensive Audio Creative Best Practices.

Case Study: AM/FM Radio Campaign For A Pharmaceutical Brand Generates Strong Lift In Brand Equity And Actions Taken With No Negative Reaction To Disclaimer

By Pierre Bouvard
With cable penetration falling from 90% of all homes to only 62% and a shift of TV viewing to advertising-free streaming video services, pharmaceutical brands need to maintain reach by adding new media platforms. Here's how AM/FM radio can help.

What Does The Pandemic Mean For Ad Creative And Marketing Plans? Several New Studies Offer Strategies

By Pierre Bouvard
To understand current consumer reactions to advertising creative, we consulted some of the experts in marketing effectiveness and leading creative evaluation firms for insights and recommended strategies for local retailers and national brands. Here are the takeaways.

Drive-To-Web Attribution Case Study For Jewelry Retailer: AM/FM Radio Generates Site Traffic, Plus Creative Performance Insights

By Lauren Vetrano
Westwood One partnered with LeadsRx, a marketing attribution platform that measures website visitor traffic increases after consumers are exposed to advertising, to study online behavior for a major jewelry retailer during their recent national AM/FM radio campaign.

Proving Radio Works with Measurement: Welcome To The Golden Age Of Radio Attribution

By Pierre Bouvard
Four executives from companies leading the radio attribution revolution presented brand new studies and insights on a panel called “Proving Radio Works: Attribution and Measurement” at Radio Ink’s Forecast 2020 conference yesterday. Here are some of the highlights.

First-Ever Podcast Creative Test Gives Brands a Playbook to Drive Branding, Messaging, Reputation and Call to Action

By Pierre Bouvard
For the first time, we’ve tested podcast ads through a partnership with Advertising Benchmark Index (ABX), a creative testing service that evaluates every type of brand creative across all media. Here's what we found.