Saturday 21 October 2017

AdLib: Local radio ads star when testing digital channel success and online sales benefits

Media & Marketing with Michael Cullen

Publicis won gold at the ICADs for their ‘Go See the Folks’ ad for Irish Rail
Publicis won gold at the ICADs for their ‘Go See the Folks’ ad for Irish Rail

Michael Cullen

While the JNLR reports on radio listenership habits are handy updates for advertisers, it points to the dearth of data available to local radio stations for promoting their wares to agencies. With that in mind, sales house IRS+ has just launched a new, ongoing series of studies into how radio can work digitally for brands.

Called the 'Radio Factory Report', the first research tests campaigns created across the 15-station IRS+ network. Two test campaigns build on traditional radio ads while directing consumers online - a clothing brand that operates solely as an ecommerce retailer and an online high-end skincare brand with a limited on-street presence.

The study sets out to prove how radio positively impacts web performance, with audience increases across online sessions, new users, transactions and revenue. The clothing brand saw an 11pc increase in traffic - 11,147 extra sessions. The online skincare brand generated 156pc more sessions. The clothing brand also saw a 10pc increase in users (8,487).

New users were up too, with an 8pc rise yielding 3,074 recruits. The skincare brand saw a 233pc spike in new users. The strong increase occurred despite the fact that the campaign only ran on one IRS+ station, KCLR, broadcasting in the Carlow/Kilkenny area.

On page view numbers, the clothing brand scored 50,743, 9pc higher; the skincare brand saw 122pc more page views, (261 extra). While the research showed traffic and news users were up, how valuable were the users? The report showed a 12pc increase in site transactions for the clothing brand and revenue rose by 19pc.

While there was only one extra transaction for the skincare brand, it resulted in a 549pc jump in revenue, suggesting that while the number was negligible, the value was high.

"In using each local station, the clothing brand delivered its message to an untapped audience that benefits from online shopping," said IRS+ CEO Peter Smyth.

The other 14 stations in the IRS+ network are Clare FM, East Coast FM, Highland Radio, KFM, Radio Kerry, Midlands 103, MWR, Northern Sound, Ocean FM, Radio Nova, Shannonside FM, South East Radio, Sunshine 106.8 and Tipp FM.

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Nine gold bells were handed over at the Institute of Creative Advertising & Design awards, the ICADs. In all, 88 awards were presented from 550 entries. Golds went to Target McConnells for An Post's 'Witness History'; Publicis's 'Go See the Folks' for Iarnrod Eireann; and Boys and Girls and Studio AKA for Three mobile's 'The Girl in the Cloud'.

Irish International 'Crashed Lives - Gillian Treacy' RSA campaign and the Irish Film Board's Detail Design Studio production catalogue also won gold. It was particularly gratifying to see Publicis rewarded for its Cadbury's Gorilla take-off for TABS. Composer Denis Kilty won the Greenhorn newcomer award. The client gong went to the RSA.

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IPG Mediabrands will launch Society Dublin, its new integrated social media and content agency, at a breakfast seminar in the Lighthouse Cinema in Dublin's Smithfield area next Wednesday.

Michael Cullen is editor of Marketing.ie; cullen@marketing.ie

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