Article
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WARC Best Practice, March 2020
Explores the current reading and thinking on the topic of radio/audio audiences, a group that has undergone significant change as technological advances have broadened access points.
Article
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WARC Best Practice, March 2020
Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.
Article
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WARC Best Practice, October 2019
Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.
Article
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WARC Category Intelligence, September 2019
Global strategies, campaign updates and trends in radio and audio.
Article
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Tony Regan, WARC Best Practice, September 2016
This article explores how to formulate an effective advertising strategy on radio, a medium with a historical link to both public broadcasting and branding, and one of the most widely used.
Article
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Mark Barber, WARC Best Practice, June 2016
This article looks at the uses of the broad reaching, emotionally charged medium of radio that can enhance engagement and increase brand recognition.
News
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20/10/2020
The advertising and marketing industries need to understand that racism isn’t just a visual or textual issue – it’s a sonic issue as well, says a director of Pandora’s audio-first creative consultancy.
Article
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Steve Keller, WARC Exclusive, October 2020
Examines how the sonic color line is pervasive in marketing, and the ripple effects sonic stereotypes perpetuate.
Opinion
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Alex Tait, October 2020
Brands could increase ROI by taking a different approach to campaign flight schedules, according to new research by Entropy.
Opinion
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Kamilah Kamara, October 2020
Consumers returning to their places of work after lockdown are displaying new media consumption habits and purchase behaviours.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, September 2020
Taco Bell, the quick-service restaurant chain, partnered with General Motors, the automaker, to better understand the impact of radio advertising on people travelling in cars.
News
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28/09/2020
Apple, Google and, more recently, Spotify may dominate the podcast market, but smaller media groups, even those in niche markets like Norway, are experimenting with podcasts to drive subscribers and ultimately generate more ad revenue.
News
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15/09/2020
Podcast campaigns deliver an average return on adspend of $2.42, according to a study that covered over 530 efforts from more than 230 brands.
Article
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Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020
Podsights, a New York-based attribution company, undertook a study of 532 podcast campaigns to gain an insight into the results of these advertising efforts.
News
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14/09/2020
Data from the IAB, Nielsen and other industry bodies show video and audio streaming surged in popularity this year, with adspend shifting in response as advertisers sought new audiences, but one leading ad tech executive suggests the trend is also ...
Article
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Research on WARC, September 2020
At present, India is at the start of the digital audio and programmatic advertising journey, but significant education is still needed about the value of incorporating digital audio into media planning budgets.
News
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14/09/2020
National Public Radio (NPR), the media organisation, is tapping the power of podcasting to meet the dual needs of serving consumers where they are and representing the voices of diverse communities.
Article
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Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020
National Public Radio (NPR), the media organization, is using podcasts as a means to keep up with major trends which are taking root among its audience.
Research Paper
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Emma Rodero, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 337-349
Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.
News
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09/09/2020
Consumers in India spend an average of 19.1 hours per week to listening to music, more than 7% higher than the global average but advertisers are still hesitant about allocating budget towards programmatic audio, according to a new report from ...
Case Study
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Paolo Juarez Broma, WARC Prize for Asian Strategy, Entrant, 2020
Music streaming service Spotify used a radio roadblock and Facebook to leverage the cultural activity of the Ber Months in the Philippines, to drive consideration and strengthen its equity around 'discovery'.
Case Study
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Dheeraj Sinha, Shibani Mitra, Nidhi Shah, WARC Prize for Asian Strategy, Entrant, 2020
HDFC Bank, one of India's largest banks, gave India's blood donation stocks a boost with its Stop Mithani campaign.
Opinion
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Mark Hatwell, August 2020
Mark Hatwell looks at the way supermarket and financial services brands have made effective use of audio during the pandemic. The unprecedented impact of coronavirus has seen brands rein in their marketing budgets due to COVID-19 and according to GroupM’s Mid-Year forecast UK advertising spend will decline 12.5% during 2020 to £19.2bn, before rebounding in 2021.
Article
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Euromonitor Strategy Briefings, June 2020
Looks at the current state of play of digital streaming services, including global profiles and prospects for the future.
News
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05/08/2020
Spotify, the streaming music site, has seen significant shifts in device usage and in the type of audio that users across Southeast Asia are listening to during lockdowns, which has potentially important ramifications for marketers.
