Online computer/software insurance ads receive the highest cross-media lift in recall when they are also run on internet radio, according to according to [pdf] a new white paper from TargetSpot and Parks Associates. Data from the “Internet Radio Advertising & Impact Study” also indicates broadcast radio travel ads receive the highest cross-media lift in recall from internet radio.
Software Ads Have Highest Online Lift, Insurance Ads Highest Online Recall
When online ads for the computer/software industry are supplemented with online radio ads, their recall rate among internet radio users increases by 2.3 times. Other industries with a high cross-media lift in recall include retail stores (two times) and automotive (1.9 times).
While ads for the insurance industry do not have a cross-media lift in recall as high as that for other industries, they do have the highest overall recall rate of close to 60% when run on both media. Online insurance ads also have the highest recall rate when only run online (more than 30%).
Broadcast Travel Ad Recalls Triples with Internet Radio
Cross-media lift is even more pronounced when broadcast radio ads are supplemented with internet radio ads. Recall of broadcast ads for the travel industry (airlines, hotels, etc.) triples when they also run on internet radio, from roughly 10% to roughly 30%. Other industries with a high cross-media recall lift include telecommunications (2.3 times), financial services and retail stores (2.2 times each) and insurance (double).
Broadcast radio insurance ads also reach the highest overall rate when supplemented with online radio, closely followed by restaurants, which have the highest recall rate of broadcast radio-only ads.
Internet Radio Quintuples Social Media Response for Online Ads
Looking at specific responses to online ads, the addition of internet radio has the most dramatic effect on becoming a social networking “fan” and calling for information, with the rates for both activities quintupling. Purchasing the advertised product or service online increased by 2.7 times when an online ad is combined with internet radio.
The activity with the highest rate of response for both online-only ads and online ads with internet radio is visiting an advertiser website, which rises from a little less than 10% to about 18%, or a factor of about 1.8 times.
Internet Radio Quadruples Broadcast Ad Email Replies
The addition of internet radio to broadcast radio ads almost quadruples the frequency of email replies and almost quadruples the frequency of a listener visiting an advertiser’s website (3.8 times). It also increases the occurrence of searching for more information online 3.5 times.
Visiting an advertiser’s website rises to the highest frequency rate when online radio is added, growing from less than 4% to more than 14%. Among broadcast-only ads, purchase of product/service has the highest frequency rate of slightly less than 4%.
Internet Radio Boosts Overall Recall, Response
Other white paper data shows online ad recall and response rates significantly increase when combined with internet radio use. Both groups have roughly the same rate of recalling a single internet ad (more than 75%), but internet radio users have slightly higher rates of recalling a product/service category both aided and unaided, as well as of recalling brands aided and unaided.
Broadcast radio ad recall and response rates also significantly increase when combined with internet radio use. The data reveal a 3.5-times difference in ad response between broadcast radio-only listeners and those who listen to both broadcast and internet radio (less than 10% compared to more than 25%). Differences in recall are slightly more pronounced than with online ad recall.
About the Data: TargetSpot’s Internet Radio Advertising Impact Study is an online survey of broadband households in the US. The study was fielded by Parks Associates between January 11- 26, 2011. The sample population included 2,127 US broadband households (ages 18 and up) who listen to broadcast radio and internet radio and use the internet once a month to daily.