Radio Creates Digital Impact

June 22, 2017 By Pierre Bouvard

AM/FM radio can enhance and grow digital marketing efforts. Here’s a one-slide summary of three different case studies illustrating the impact radio creates for digital:

  • Consumers exposed to an AM/FM radio campaign of a major motorcycle brand were 33% more likely to visit the brand’s website, according to a newly released Nielsen case study.
  • For Amazon’s major Prime Day sales event, AM/FM radio was more effective than TV and online advertising at converting consumer awareness into actual purchase, according to a 2015 study by Ipsos.
  • For a home improvement retailer, almost half of consumers who heard an ad more than three times visited the brand’s website, according to a brand new Nielsen ad effectiveness study.

Radio is a perfect complement to digital, helping advertisers drive web traffic and digital purchases.

Pierre Bouvard is Chief Insights Officer at Cumulus | Westwood One.

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