{"id":9148,"date":"2022-08-11T11:27:51","date_gmt":"2022-08-11T09:27:51","guid":{"rendered":"https:\/\/fdmg.nl\/en\/?p=9148"},"modified":"2024-05-21T16:51:44","modified_gmt":"2024-05-21T14:51:44","slug":"the-way-to-a-target-groups-heart-is-through-their-ears","status":"publish","type":"post","link":"https:\/\/fdmg.nl\/en\/news\/the-way-to-a-target-groups-heart-is-through-their-ears\/","title":{"rendered":"The way to a target group\u2019s heart is through their ears"},"content":{"rendered":"<p><em>Survey of the impact of audio campaigns on brand KPIs<\/em><\/p>\n<p>In the first six months of 2022, FD Mediagroep carried out a large-scale survey in alliance with Brand Metrics. The survey examined a staggering 20 BNR Nieuwsradio audio campaigns. The impact of the campaigns on the brand KPIs was measured, with some 700 BNR listeners taking part in each measurement.<\/p>\n<h2>The Brand Metrics algorithm<\/h2>\n<p>The tried-and-tested Brand Metrics algorithm was used to retrace a 0-measurement and a 1-measurement for every campaign period. All forms of audio advertising were studied: around podcasts, on the livestream and on linear (digital) radio. This made the effects of the campaigns visible for four brand variables: brand awareness, brand consideration, brand preference and willingness to act.<\/p>\n<h2>The power of audio is sometimes twice as high<\/h2>\n<p>The survey showed that audio has a huge impact on brands. The effect on brand awareness, brand preference and brand consideration is almost twice as great as that of traditional online display campaigns.<\/p>\n<h2>Summary of the main results<\/h2>\n<p>The effects on four variables are twice as great as the average uplift from display campaigns\u00a0<em>(benchmark database Brand Metrics 6,000 campaigns in Europe 2021-2022):<\/em><\/p>\n<ul>\n<li>All audio media contributed proportionately to the significant increase in brand awareness.<\/li>\n<li>Linear audio scored the best in the middle of the sales funnel, particularly on the brand consideration and brand preference variables.<\/li>\n<li>Compared with audio campaigns on the livestream and linear (digital) radio, audio campaigns around podcasts scored highest on brand preference and willingness to act.<\/li>\n<li>Lesser-known brands score exceptionally high on increasing brand awareness during audio campaigns. The brand awareness of lesser-known brands rose by an average of 9.5%. Brand awareness among A-brands increased by 5.7%.<\/li>\n<li>A-brands also scored very high on brand consideration and brand preference, with respective increases of 4.7% and 2.8%. Traditional online display advertising only scored 2.8% and 2.3% on brand consideration and brand preference.<\/li>\n<\/ul>\n<h2>Conclusion<\/h2>\n<p>The results show that advertisers cannot escape the importance of audio campaigns. Audio deserves a prominent role in your media mix. Particularly if you go for cross audio and advertise around podcasts <em>and<\/em> on linear radio. BNR is the perfect platform, with an average of 480,000 listeners per week and 4 million podcast downloads per month.<\/p>\n<h2>More information<\/h2>\n<p>For more information about the survey, you can contact: Jacomien van Doorn, Manager, Digital Advertising via jacomien.van.doorn@fdmediagroep.nl<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Survey of the impact of audio campaigns on brand KPIs In the first six months of 2022, FD Mediagroep carried out a large-scale survey in alliance with Brand Metrics. The survey examined a staggering 20 BNR Nieuwsradio audio campaigns. The&hellip;<\/p>\n","protected":false},"author":15,"featured_media":9131,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-9148","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The way to a target group\u2019s heart is through their ears - FD Mediagroep - EN<\/title>\n<meta name=\"description\" content=\"The survey of FD Mediagroep and Brand Metrics showed that the power of audio is twice as high. Read all results and the effects on the different variables.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fdmg.nl\/en\/news\/the-way-to-a-target-groups-heart-is-through-their-ears\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The way to a target group\u2019s heart is through their ears - FD Mediagroep - EN\" \/>\n<meta property=\"og:description\" content=\"The survey of FD Mediagroep and Brand Metrics showed that the power of audio is twice as high. 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