The Studio’s Matt Dickson: Worry less about details of a radio campaign and more about frequency
Agencies and clients need to turn their focus to the quality of audio and frequency an a radio ad plays, not the details of what it is telling the consumer.
Southern Cross Austereo’s national head of creativity, The Studio, Matt Dickson, told agencies and brands at the Radio Alive Conference last week frequency was a key reason why some audio campaigns don’t ‘work’.
Dickson said focus on frequency and audio assets
A good piece – and completely correct.
Re quality of audio, it’s not just unique assets – simple sound quality is a big issue too. I’ve lost track of the campaigns where I simply can’t hear what someone is saying, no matter how hard I try or turn it up. What sounds good in a studio with top notch equipment doesn’t necessarily work in a car radio or on TV.