Advertising Week Europe

Advertising Week Europe 2017 Official Guide

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Ed Keohane, Director of Audio at Bauer Media Group, Europe's leading commercial radio broad- caster, thinks the message is being heard loud and clear. He believes sound is still one of the most successful ways to connect with an audience. Vid- eo may be heralded as the king of social media and online advertising, but the power of audio market- ing has been underestimated, notes Keohane. In fact, it may even have a key advantage over video in the digital age. "There are studies that say that 41 percent of viewers skip through it [video], and don't get the entire message." By contrast, he says, radio users tend to listen to commercials all the way through. Radio has always been good at creating one- to-one relationships with a community of listeners. That relationship has only strengthened with the growth of connected radio listening, particularly when it's delivered through apps on mobile de- vices. "We call it connected listening for a reason," says Keohane. "That very strong bond you get be- tween the listener and the presenter, the station, makes it an amazing environment for advertising." Bauer led the way in connected radio and logged-in listening with InStream+. The data gen- erated through logged-in listening now enables marketers to target listeners based on location, age, gender and the type of programme they're tuning into. If advertisers wanted to, says Keohane, they could deliver individual ads for each listener. Bauer Media recently ran a digital audio ad campaign across a range of their radio brands us- ing the InStream+ technology for Jaguar UK. The objective of the campaign was to increase cus- tomer test-drives and used advanced techniques to target geographic location and gender to drive the campaign. The spot had a 100 percent listen- through rate and drove such high levels of footfall test-drives that it was rebooked across the UK. The online audio audience, moreover, is a rapid- ly growing demographic. In the UK, radio listening on a digital platform continues to increase, with 45.5% of radio listening done via a digital device, according to RAJAR. Nearly half of 15- to 24-year- olds say they listen to the radio via a mobile phone or tablet at least once a month. Options for brands looking at audio as an ad- vertising tool don't end there. When it comes to targeting, podcasts are able to appeal to even more niche and specialist audiences. The ability of music to affect moods has always made it a powerful tool in engaging listeners' emotions, and the trusted pres- ence of radio presenters in listeners' lives still plays an influential role in many campaigns. Digital audio is clearly growing—both in audience size and supporting ad tech. While Face- book recently introduced videos without audio, Snap Inc.'s Chief Strategy Officer Imran Khan be- lieves that video without sound is "nothing more than a banner ad." Keohane's view is that the access digital audio provides to communities of listeners, combined with the power to enhance and enrich an advertiser's connection with its audience, will drive this continued growth in the industry and is a rich seam for marketers to mine for years to come. A Las Vegas casino once decided to silence its slot machines, temporarily turning off every satisfying beep, ka-ching and bop to see what the effect would be. The result? A 24 percent loss in takings. The casino had discoveredthat sound really does matter. AWE 2017 149

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