RAB Joins OAA To Prove Cross Media Benefits
The Radio Advertising Bureau (RAB) and Outdoor Advertising Association (OAA) have joined together to market their respective media, claiming that a combination of the two generates a higher level of frequency, delivering multiple executions to consumers operating in different mindsets.
The trade bodies’ claims are backed by new research, Using Radio with Outdoor, which shows a cross-media campaign using radio and outdoor can “stimulate the mindsets other media cannot reach.”
The research states that the powerful pairing is underused by many brands, with strength offered by the differing qualities of radio and outdoor advertising. For example, radio can provide a personal connection with consumers, while outdoor offers greater stature. Similarly, outdoor is a very public medium, while radio is seen as private.
However, the new research suggests that it is the characteristics that are shared by the two media that make them an effective pairing. Shared characteristics include parallel consumption, where consumers are exposed to messages whilst doing other things; the ability to reach people out of home and geographical flexibility.
The research found that outdoor and radio’s higher frequency, delivering multiple executions to consumers operating in different mindsets, can create new brand associations faster than one message or medium alone. The trade bodies claim that, with the effects enhanced by “implicit learning across these media,” messages are remembered for longer and assimilated into consciousness at a faster rate.
The study, carried out by Acacia Avenue, equipped ten participants with a photojournal and asked to note any radio and outdoor advertising experiences that made an impression across the space of a week. The research sampled 16-34 adults living in London who regularly travel through urban areas, and who listen to over fourteen hours of radio per week.
Commenting on the research findings, the two firms said: “There is more to be learned about how radio and outdoor work together in the real world and we are keen to collaborate with brands that are using them in combination as part of a long term strategy.”
The new research forms the first stage of a series of initiatives from the RAB and OAA, announced earlier this year. The next phase will see the two trade bodies working with individual advertisers to help them understand how radio and outdoor combined have specifically contributed to their business in terms of ROI (see Trade Bodies Unite To Offer Cross-Media Insight).
Outdoor Advertising Association: 0207 973 0315 www.oaa.org.uk RAB: 020 7306 2500 www.rab.co.uk