Better audio advertising: How radio can make campaigns more effective

This report describes a recent project by Radiocentre, the industry body for commercial radio, looking into the potential effectiveness of radio ads.

Better audio advertising: How radio can make campaigns more effective

Joseph Clift

Radio is a very effective channel in any big brand’s media mix. But it is not often used to its full potential.

That’s the main argument of a new report, developed by trade body Radiocentre, the industry body for commercial radio, and launched in London in November 2016. The launch event formed part of Eff Week, organised by the IPA, the UK agency t