11/19/2019 | Press release | Distributed by Public on 11/19/2019 12:52
Study Finds Radio Drives First Time Customers to Business Websites; and Reach, Frequency and Endorsements Play a Key Role in Successful Radio Marketing
Findings Upend Many Common Advertising Industry Misconceptions
Results Were Presented During a Special Workshop at the Automotive Analytics & Attribution Summit on November 19
NEW YORK--(BUSINESS WIRE)--Nov. 19, 2019-- Marketing attribution software company LeadsRx and iHeartMedia today released the findings from their new marketing attribution study focused on automotive radio advertising. In 2018, the automotive industry accounted for $1.2 trillion in motor vehicle sales and parts sales in the U.S. The study upends common advertising misconceptions about the ways consumers shop online for cars and highlights radio's key role in driving immediate and measurable results for automotive businesses.
The study found that radio reaches new potential customers; the majority of radio attributable web traffic is from new customers who had never previously visited the site; endorsements drive two times the response and produces optimal results because radio is a companion; and the top factors for successful radio marketing are reach and frequency. In addition, the study uncovered several best practices in how to plan an effective automotive radio campaign leveraging dayparts, days of week, ad length, and the number of radio stations included in the campaign.
As one of the largest studies ever conducted for automotive radio advertising, iHeartMedia and LeadsRx used advanced marketing attribution technology to analyze the impact of radio advertising over the course of 17 months, for more than 300 automotive advertisers, across nearly 2 million commercials and across all major automotive brands. The findings were shared during the 'Turbocharge Your Radio Spots. The Top 5 Attribution Secrets Discovered From Over 300 Automotive Advertisers' workshop at the Automotive Analytics & Attribution Summit on November 19.
'The iHeartMedia/LeadsRx study provides a great deal of insight and helps automotive advertisers to get the quantifiable results they need to develop the most effective advertising strategy,' said John Karpinski, Executive Vice President of Automotive Business Development and Partnerships for iHeartMedia, Inc. 'Importantly, the use of attribution upended several commonly held industry misconceptions as to what makes for a successful advertising campaign. We are now fully committed to marketing attribution to drive 100 percent of our automotive advertising business.'
There are several misconceptions about the most effective media, days, time, advertisement length and advertising budget in regards to automotive ads. iHeartMedia/LeadsRx's study uncovered five important takeaways:
'iHeartMedia is taking a leadership role in the broadcast industry by leveraging marketing attribution in strategic-level discussions with its advertisers,' said AJ Brown, CEO of LeadsRx. 'The goal of any attribution study is to demonstrate how to make campaigns more effective and this study confirms that advanced attribution helps automotive businesses to plan, measure and evaluate their advertising.'
iHeartMedia has worked with LeadsRx on advanced attribution solutions for broadcast advertisers since 2018.
To receive the complete iHeartMedia/LeadsRx marketing attribution study 'Five Secrets for Automotive Advertisers' please visit https://leadsrx.com/automotive-study to download a copy. Visit the LeadsRx Marketing Attribution Blog for additional perspective about the study and its benefits to advertisers.
LeadsRx offers a cross-channel marketing attribution SaaS platform that has been used by more than 20,000 businesses around the world. The company's attribution software provides marketers an unparalleled, unified view of campaign performance across advertising mediums throughout the entire customer journey. Marketers who use LeadsRx reduce customer acquisition costs to improve overall return on ad spend and bottom-line profit. Consumers benefit by seeing fewer, more-relevant advertising from brands. More information can be found on the company's website at LeadsRx.com.
iHeartMedia is the number one audio company in the United States, reaching nine out of 10 Americans every month - and with its quarter of a billion monthly listeners, has a greater reach than any other media company in the U.S. The company's leadership position in audio extends across multiple platforms including more than 850 live broadcast stations; streaming music, radio and on demand via its iHeartRadio digital service available across more than 250 platforms and 2,000 devices including smart speakers, digital auto dashes, tablets, wearables, smartphones, virtual assistants, TVs and gaming consoles; through its influencers; social; branded iconic live music events; and podcasts as the #1 commercial podcast publisher globally. iHeartMedia also leads the audio industry in analytics and attribution technology for its marketing partners, using data from its massive consumer base. iHeartMedia is a division of iHeartMedia, Inc. (NASDAQ: IHRT). Visit iHeartMedia.com for more company information.
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