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No radio measurement? No worries, here's what to do...

15-March-2013
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No radio measurement? No worries, here's what to do...

While measurement on radio continues to remain an unsolved riddle, broadcasters work hard around it to give advertisers some clarity that definite numbers would offer. Absence of measurement creates problems not only for advertisers – who find it very difficult to measure a radio campaign’s RoI – but also broadcasters who might have to face blind spots in determining effectiveness of a campaign or the weightage of a spot.

The magic of numbers can’t be replaced by anything else; however, exchange4media takes a look at how advertisers and broadcasters can make the best of radio in the absence of measurement.

“While we have limitations in measuring the output of the communication due to limited markets, nothing stops us from measuring the outcome of the communication. Let’s go back to basics,” said Vidyadhar Kale, GM, Maxus Mumbai.

The absence of numbers does not stop advertisers and broadcasters from getting feedback from listeners in the form of calls, SMS, Facebook likes, Tweets and redemption visits. Advertisers can also resort to primary research.

Broadcasters can look at case studies wherein a particular brand or a brand of the same category connected to its TG through radio and develop benchmark or guidelines for the response. “It will also be handy in deciding the weight for the radio campaign such as # spots, day parts, etc. as well as form of the communication such as commercial spot, RJ mention and other creative elements,” added Kale.

Play off the strengths
No matter how glossy and glamorous services print, television, outdoor and digital can offer, there are a few element available only on radio. Banking on the strength of the medium will help advertisers play safe.

Radio not only enables advertisers to target narrowly but also complements other media such as television, thus creating immense recall value for the TG. Also, radio is the only talking interactive medium, which gives it a very strong identity of people’s voice.

Commenting on the strength of radio, Bino Isaac, Vice President, Lintas Media said, “If any advertiser has to create a local connect or any promotional campaign in specific market, then radio is used. Radio is still a localised medium that can give you immediate results, if used properly.”

Thus, use the medium for what it is known for and assign it a role with a focussed objective.

Strong content and smart packaging
Every campaign and every property created for radio might not be measureable. Strong and smartly packaged content can function as the safe card for advertisers and broadcasters for it might be able to communicate with the listeners from various points.

“Looking at the nature of the medium, channels must focus on how well they can connect with the audience and amplify its effect by integrating the advertising message with the content. It’s the creativity of the message that will differentiate radio from rest of the media,” added Isaac.

Radio has grown way beyond the traditional terrestrial station. Broadcasters now have digital and mobile presence, enabling them to offer 360-degree campaigns to advertisers. Radio players also have the option of creating activations and other BTL activities to offer a complete package. Thus, integrated content that conveys the brand’s message effectively and relevantly through every touch-point will help advertisers create efficient communication that will click with the listeners.

Absence of measurement should not be a reason to hold advertisers back from investing in radio. Smart use of resources and an inbuilt metrics (by broadcasters and advertisers) can help marketers utilise radio to its best.

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