How National Australia Bank boosted its radio ads with neuroscience

National Australia Bank, a leading financial services provider, boosted downloads of its property reports by 51% by using neuroscientific testing to optimise its radio ads in key markets.

In the digital era of marketing, it’s easy to forget about the value of tried-and-true traditional media such as radio, which for many is a relic of the past. But according to Kelly McIlwraith, global marketing and strategy director at Global Traffic...