New apps help advertisers make the most of radio ads

To help advertisers and agencies get the most out of radio advertising the Radio Advertising Bureau (RAB) has this week launched two new apps.

ROI Predict, a free online calculator, allows advertisers to estimate total campaign ROI from a multi-media campaign based on two sets of inputs: contextual information about the brand, and how budgets are allocated across media.

The service enables media planners to experiment and understand what happens to overall advertising ROI when investment levels are changed across the media mix by selecting different options to ensure that the data best represents the advertiser brand – such as sector, type of purchase, market rank and product life stage.

The second app, Ad Finder, provides a searchable database that allows creative agencies to discover “inspirational” radio ads based on specific attributes, such as the use of regional or celebrity voices, the presence of music or the use of humour.

“We are always looking at ways to help advertising customers use radio more effectively as part of their media mix,” said Mark Barber, RAB’s planning director.

“These apps provide insight into how radio can be used as part of a wider media and creative campaign to help optimise overall advertising ROI.”

Tomas Balaam, business director, Mindshare added: “Any tool that helps us create further rationale for including radio within a media schedule is brilliant. ROI Predict is easy to use and produces great visual outputs that can be simply incorporated into client presentations.”

Both apps can be found on the RAB website.