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ID:39505918
大小:5.86 MB
页数:20页
时间:2019-07-04
《RadioCentre-广播广告洞察报告(英文)》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、INTRODUCTIONThisstudyinvestigatesthroughthelensofradioadvertisinghowspeaI‹ingtopeopleatrelevantmomentscanenhanceadvertisingengagementandmemorability,andexploreshowtheseeffectscanbeamplifiedthroUghtargetingandcreativestrategies.WithreferencetonewproprietaryresearchconductedbyNeuro-ln
2、sightandexistingindustrystudies,itseel‹stoprovideanewdimensiontounderstandingtheeffectsofcontextonadvertising.CONTENTSKeytake-outsImplicationsforadvertisers4BaCI‹groUndandobjectives5HowthestUdywasdoneFindingsindetail10Howtoboostadeffectivenessbytargetingrelevantmoments182KEYTAKE-OUT
3、STargetingpeopleatrelevanttimeshelpsturbochargeadeKectivenessPeoplefeeltwiceashappywhenlisteningtoradiocomparedtowhennotconsuminganymedia.Thismood-boostingeffectofradioeditorialisproventoenhanceengagementwithadvertising.Listenersareabletoabsorbthedetailofradioadswhentheyareparticipa
4、tingintasksoractivitiesaseffectivelyaswhenengagedinotheraudiolisteningorTVviewingexperiences.Advertisingthatdirectlyrelatestotasksoractivitiesthatlistenersareparticipatinginbuildsontheseeditorialeffectsandturbochargesthem:•engagementwithadvertisingrisesby23%asaresultoftheadsbeingmor
5、epersonallyrelevant•inparallel,long-termmemoryencodingofdetailsintheadvertisingincreasesby22%(risingto28%atfinalbrandingmoments)•comparedtoarangeofotherTVandradiocampaigns,thetestadsrosefrom53rdto94thpercentilewhenheardinarelevantcontext(i.e.performingbetterthan94%ofallotheradsmeasu
6、red).Theseeffectsofspeakingtopeopleatrelevanttimesendurebeyondthemomenttohelpbuildbrandsalience:•spontaneousadvertisingrecallincreasesby56%•promptedadvertisingrecallimprovesby33%.3IMPLICATIONSForadvertisers,radiorepresentsauniqueandpowerfulopportunitytobolsteradvertisingeffectssigni
7、ficantly—turningaveragecampaignsintostarperformers-byspeakingtopeopleatpertinenttimes,andatscale.Playingoutinrealtimeandnotdemandingprimaryvisualattention,audioadvertisingisuniqUeinthatitcanbeheardasintendedwhenpeoplearedoingotherthings.Onnineoutoftenoccasionslistenersareparticipati
8、nginotheractivities
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