Unlocking the Power of Audio

The StopPress Team recently attended The Radio Bureau’s (TRB) ‘Power of Audio’ conference that showcased the latest research and knowledge in the audio advertising space. An impressive list of speakers captivated the packed – with adverting reps and media buyers – AUT auditorium with compelling case studies and insights into the evolution of audio.

The event was also an opportunity for TRB to present its comprehensive neuro study into the effectiveness of radio advertising – In One Ear: Radio & Memory Encoding.

Post-conference we caught up with Peter Richardson, General Manager at TRB to get his impressions of the event, and find out more about what his organisation is doing to help the industry better navigate the rapidly evolving audio space.

Peter Richardson.

What were your key take-outs from the event?

I was delighted 220 people took time out of their day to hear the latest information on radio. The In One Ear research study provided strong evidence of radio’s effectiveness and offered pointers for how brands can use radio even more successfully.

The importance of creativity came through as an overriding theme. Radio is often the poor cousin when brands are allocating their creative resources but investing in an audio logo can significantly increase a campaign’s effectiveness, and not just on radio. The need to adapt messaging depending on how different types of audio are consumed also demonstrates a need to pay attention to audio creative.

Read more: Relevant cleverness in advertising creativity

Were you surprised by any of the findings that came out the ‘In One Ear’ research?

That radio has a strong multiplier effect was not a surprise, but it was great to see those theories backed up once again by robust evidence.

The strength of radio for promoting a brand was something we had not seen come through so strongly in other research, so to see radio performing so well in this area, as well as in its more traditional strength as a call-to-action media, was pleasing.

What’s going to be a disruptor to radio in coming years, and how is your organisation position to help navigate this?

James Butcher and Richie Culph presented on the changing methods of consuming audio, and how radio networks are adapting their offerings to meet these changes. There are huge opportunities for radio to grow into this space as smart speakers and headphones are driving an increase in the consumption of audio.

In regards the new forms of audio, we’re busy learning ourselves. The market for digital audio in NZ is relatively under-developed but that is changing quickly as the networks embrace podcasting and streaming.

Why do you think radio is such an important medium for advertisers?

Radio’s versatility, immediacy and reach are its key strengths. As we’ve seen from the In One Ear study, radio is effective in being able to promote national branding campaigns as well as local calls to action. The ability to communicate anything you like both quickly and to a large number of people is a vital tool for advertisers.

Read more: Reliable radio continues to come of age

How is TRB working with the ad industry to help them get the most out of their advertising effectiveness on the radio?

TRB are experts in selecting the right time and place to make our clients’ ads as effective as possible. The In One Ear research study has shown that radio’s effectiveness is enhanced when the creative execution is consistent across all media. Part of this process is to develop an audio logo that becomes as instantly recognisable as their visual one.

Each year we also promote creativity in radio advertising through our Outstanding Radio Creative Awards (ORCAs).

This story is part of a content partnership with The Radio Bureau.

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