An advertising case study in a new report from Audacy shows how digital advertisers are now able to use AM/FM radio to drive consumer engagement and conversions, using an AI-powered attribution model from data-driven marketing company Claritas.
“Advertisers are discovering that the power of radio isn’t just for building brand awareness: it’s a powerful tool for driving sales and lower-funnel conversions,” Audacy’s report says. “Radio is proving to be a game-changer for advertisers ready to mix traditional reach with digital precision.”
The e-commerce brand profiled decided to use AM/FM radio to engage more consumers, and drive more conversions, in the Chicago and San Diego markets. Using Claritas’ model — which, by embedding tracking pixels on an advertiser’s website, is able to combine pixel activity with radio spot data — the advertiser was able to see who was engaging with the brand and converting through the radio campaign.
“For the first time, advertisers can fully understand and measure the success of their radio campaigns, just like they do with digital,” the report says. “[The brand was] able to pinpoint exactly which radio stations were moving the needle. This innovative approach not only linked radio ads to tangible online actions, but also provided deep audience insights that allowed the brand to fine-tune their strategy for maximum impact.”
As a result, the brand was able to benefit from actionable data, such as insights into consumer segments and target audiences, to help it refine its campaigns for maximum impact. Claritas’ analysis was able to identify its key customer segment as “elite innovators,” and show that its target audience was affluent with disposable income, executives or leaders in their fields, tech-savvy early adopters, and avid online shoppers.
Claritas’ data also found that the brand’s high-conversion audiences preferred talk and information radio formats such as news and sports, and that Mondays and Tuesdays were the prime time for conversions, in addition to which radio spot resonated most with the target.
The analysis showed that the radio campaigns drove more than 22,000 attributed conversions, as listeners moved to the brand’s website. “This initial campaign provides a roadmap for expansion,” Audacy’s report says. “Now, the brand can confidently take its radio success to new markets, targeting the same high-conversion audiences with laser-like precision, and hone in on the messages that work the hardest.”
To those in the business who doubt the measurability of radio advertising, the report says, “If you’re skeptical, think again. You can now track radio’s influence on sales similar to how you do with digital channels, proving its ROI and validating every dollar spent.”
Audacy’s advice to advertisers? “Don’t just buy airtime — strategically invest in it. Radio continues to dominate ad-supported audio in terms of reach and conversions. The research shows time and time again that your ad budget will work harder and go farther with OTA radio and digital audio working together in a total audio approach. Cross-platform listeners are twice as likely to make a purchase after hearing audio ads. Don’t leave these potential customers on the table.”