Radio Advertising

Radio & E-commerce Brands

In recent times, Radio has been primarily assessed and valued based on its ability to reach and engage with a wide audience. This has been the traditional focus of countless post-campaign analysis reports. However, with the advent of digital marketing practices, there has been a shift in evaluating Radio’s effectiveness in terms of generating ROI, particularly through website traffic. There are various factors driving this trend, but one of the most significant is the increasing number of new companies that have integrated web traffic acquisition and online transactions into their brand identity. A few notable examples include Compare the Market, Puregym, Pension Bee, and Cinch.

As this new generation of DTC (direct-to-consumer) brands has grown their revenues, they invariably begin to experience diminishing returns from digital optimisation marketing strategies. When this happens, they turn for the first time towards Radio advertising to drive upper-funnel customer acquisition.

These companies tend to bring the expectations of a digital-native mindset to the Radio airtime market, which can cause tensions. They want to know how much website traffic a Radio campaign generates, but broadcast media planning and ad sales operations find it difficult to answer this basic question.

Beyond the task of measuring direct response and delayed response, the challenge facing brands today is how to measure and predict Radio’s ability to generate a continuous pipeline of customers that make purchases. Before online datasets became available, it was practically impossible to measure how well Radio did this.