RAB launches campaign promoting radio ads

Beginning this week, the Radio Advertising Bureau (RAB) is launching a nationwide ad campaign across

The campaign targets advertisers and media buyers. It highlights the findings of the RAB's Online Multiplier research, which shows that radio advertising can boost brand browsing by up to 52 per cent.

The campaign includes two commercials that have been written and produced by Eardrum and voiced by Vicki-Butler Henderson of Channel 5's Fifth Gear. The commercial says: "Radio turbo charges your brand and drives listeners online".

By comparing the internet browsing patterns of those exposed to radio campaign and those who are not, RAB's research showed that consumers are 52 per cent more likely to browse online for a brand after exposure to a radio campaign.

It also discovered that radio advertising generated a swift response, with 58 per cent of the browsing taking place within 24 hours of exposure to radio ads. RAB managing director Simon Redican said brand browsing can increase up to 52 per cent by allocating 10 per cent of media budget to radio.