- 8 Aug 2022
The huge impact of audio campaigns on brands
– Press release –
A study of 20 campaigns, each with 700 respondents
Amsterdam, 15 July 2022
Advertisers looking to raise their game in terms of brand awareness and brand consideration benefit most from an audio campaign. This is according to a major and unique study exploring 20 audio campaigns on BNR news radio. Of all the channels available to advertisers, audio emerges as the big winner in the study.
This is the first time this research has been published
In the first six months of 2022, FD Mediagroep surveyed 20 campaigns in alliance with Brand Metrics. The surveys were run via BNR.nl and an average of 700 BNR listeners participated in each one. Respondents were asked about brand attitude, listening habits per channel and advertising recall during the campaign.
All forms of audio advertising studied
The study looked at all types of audio advertising: around podcasts, on the live stream and on linear (digital) radio. For each type of audio advertising, it was shown what the impact was on the average brand awareness and average brand consideration, among other things.
Key insights
The study concluded that audio advertising has a greater impact on a brand’s KPIs than any other digital communication channel. Compared to traditional online display campaigns, it was shown to have almost double the impact.
Audio is a supremely powerful medium for building brands
“The results of this brand study reveal what we were already thinking intuitively. Audio is a supremely powerful medium for building brands. And we’ve now been able to demonstrate that for each separate type of audio. With the early results of this unique study, FD Mediagroep has shown itself to be a trailblazer in the rapidly developing audio landscape.”
The measurements clearly demonstrate the power of audio in creating brand lift
“This really is a win-win partnership. The measurements clearly demonstrate the power of audio in creating brand lift. Simultaneously it pushes us at Brand Metrics to develop our tech and understanding of the podcast and streaming space. We look forward to further expanding the insights on when and how to use different audio channels.”
More information
For further information about this press release or the study, please contact: Jacomien van Doorn, Manager, Digital Advertising via jacomien.van.doorn@fdmediagroep.nl
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