Website launches to promote radio ads, CRA boss: ‘radio must fight hard for every dollar’
A new website, launched today by Australia’s commercial radio body, aims to highlight the benefits of radio advertising, illustrated by a range of campaigns.
Radio Connects, an initiative by Commercial Radio Australia, uses the campaigns as case studies to showcase to advertisers and media buyers information on target markets, campaign success stories and insights.
The site will cover the entire commercial radio market. Until now, Southern Cross Austereo has promoted radio advertising through its site Seeradiodifferently.com.
The major commercial sectors covered by Radio Connects include the automotive, banking, finance, charity, entertainment, food and beverage and retail sectors for both the metro and regional markets.
A case study that uses a Carlton Draught campaign as an example breaks down the campaign by target market, timeframe, broadcasting network as well as brief, campaign objectives, insights and solution, results and brand testimonial as well as the embedded audio:
Joan Warner, Commercial Radio Australia said: “Advertiser and media agencies have been asking for this information and the industry has delivered what I believe is a great initiative for all those thinking about advertising on radio.”
“In this highly competitive market, radio must fight hard for every advertising dollar. This case study website, coupled with the power of radio to cut through, and its cost effectiveness, will all assist in delivering the message that radio should be an integral part of any advertising mix.”
Radio Connects will also explain how radio can be used across multiple platforms or in integrated campaigns with other media.
More campaigns will be added to the database over time.
