New Research Analysis Identifies
Essential Elements of Engaging Radio Ads
New York, New York – August 14, 2008 – The key elements essential for delivering engaging Radio advertisements have been confirmed in the results from Engaging Emotions Through Effective Radio Ads, the second part of a study from the Radio Ad Lab conducted by Gallup & Robinson (G&R).
Highlights from the study reveal that in effective Radio ads:
· Strong beginnings make a difference. An involving point of entry distinguishes some of the most successful Radio ads.
· Word selection matters. Words that are sensory-laden, emotional, or empowering have a demonstrable impact on the emotional reactions of consumers.
· Audio can be powerful. Audio can generate stronger emotions than visuals, especially when the tonality in the ad is used effectively.
· Brand mentions have an impact. The best Radio ads mention the advertiser’s brand multiple times, strategically placed to correlate with moments of high consumer engagement.
The highest scoring and best performing ad in the study exhibited all of the above, a strong indication that Radio commercials are highly engaging to consumers when the creative process follows these patterns.
Engaging Emotions Through Effective Radio Ads measured moment-by-moment physiological reactions to Radio ads to distinguish which creative elements delivered the best performing commercials. The executive summary and full research paper, featuring links to the audio of the ads and the accompanying panograms that illustrate the emotional reactions, are available at www.RadioAdLab.org.
“These findings reveal how creative campaigns work in Radio to engage our clients' customers,” said Helen Katz, Senior Vice President, Director, Research, Starcom Mediavest Group and a member of the Radio Ad Lab Committee. “This approach to measuring emotional engagement gives us new insights on the creative-Radio paradigm.”
“Audio creative is a tough assignment and often does not garner the attention it deserves.” observed Jeff Haley, President and Chief Executive Officer, Radio Advertising Bureau (RAB) and Co-Chair of the Radio Ad Lab. “Strengthening Radio creative is one of the chief goals of this latest research, and we will continue finding and sharing ways this medium is used best.
The original 2007 Engagement, Emotions, and the Power of Radio study used G&R’s Continuous Emotional Response Analysis (CERA) to measure emotional activation at a deep, pre-cognitive level with Facial Electromyography (EMG) for 16 real campaigns. The study found that on average, radio ads have emotional impact on consumers that is equal to that of television ads.
All previously released studies from the Radio Ad Lab, including the new Engaging Emotions Through Effective Radio Ads, are available at www.RadioAdLab.org.
The Radio Ad Lab is an independent organization, established in 2001 with funding from Radio industry companies. Advertisers and agencies are an integral part of the Research Committee and contribute extensively to the design of Radio Ad Lab research and to the communication of its results. Radio Ad Lab’s goal is to further the industry's understanding of how Radio advertising works and to measure its effectiveness.
###
|
