I guess you had to be thereClare Milner – Head of creative development, Radiocentre

I guess you had to be thereClare Milner – Head of creative development, Radiocentre

Radiocentre – Date

“Radio is one of the most powerful, cost- effective ways to reach and target an engaged and receptive audience at scale.

However, it is imperative to find a unique way to break through… in order to be effective in reaching consumers.”

(WARC ‘What’s working in Radio and Audio’ September 2019)

Listeners absorb the detail of radio ads

when engaged in other tasks

Relevance effects endure beyond the moment

to build brand salience

Ads that are creatively tailored to the moment deliver the largest effects

Monster

Highways England

Highways England

Flash!

Amazon Music

Hive

Hive

How to make your ads work harder

Recognise the greater opportunity offered by tasks involving low cognitive effort – target people when they’re on autopilot (e.g. on the way to work vs. in the office)

1. Make explicit references to the task you are targeting

2. Bring in references early

3. Think of different ways to be distinctive in sound

4. Invest in consistency of sonic assets

5. …remain open-minded

I guess you had to be thereclare.milner@radiocentre.org