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The combined power of radio and outdoor advertising – revealed
Radio and outdoor advertising are more efficient at reaching Kiwis than other channels, particularly when the two mediums are combined.
A new study run by industry leader Steven Tindall highlights the efficiency and reach of radio and
outdoor advertising, particularly when combined.
The findings were revealed in a series of roadshows held by MediaWorks with its agency partners.
MediaWorks commissioned the study to examine the critical challenges for marketers with diminishing audiences in linear TV and escalating costs to reach consumers.
Key insights from the analysis:
- For advertisers requiring mass reach at velocity, media channel options are becoming increasingly
limited. - In a time of audience fragmentation, over the past 10 years radio and outdoor have consistently
delivered audience reach at scale. - When combined, radio and outdoor advertising provide enhanced reach, achieving a 42 percent increase among the 25-54 age group and an 80 percent rise against the 18-39 demographic after employing 300 gross rating points (GRP).
- Audio advertising is twice as cost-efficient as TV in reaching the 25-54 demographic, with outdoor
advertising offering a fourfold efficiency advantage.
The research shows radio maintains robust audience delivery throughout the day, while large format outdoor advertising quickly establishes and sustains high visibility early in campaigns.
Outdoor performance is further strengthened with the use of additional formats and programmatic buying flexibility.
MediaWorks, New Zealand’s largest provider of radio and outdoor audiences, is uniquely positioned to help marketers leverage these platforms for extensive and effective brand exposure through a combination of audio and visual messages.
On releasing the analysis, Tindall said, “This research highlights the shifting landscape of media consumption. The urgent need for mass reach means marketers need to adapt their channel mix.
“Integrating radio with outdoor advertising delivers a powerful solution that not only extends reach but also engages audiences more effectively and efficiently, delivering mass reach at velocity.”
MediaWorks Head of Agency Paul Hancox added, “Steve’s thorough analysis highlights the need for an
evolving approach to channel planning in a fragmented media landscape. Getting the most out of hard-won budgets is top of mind for all marketers and this research provides compelling rationale to include radio and outdoor in the mix.”
