"We rely on radio for almost every campaign"

But what makes audio advertising so special and effective? We spoke to Lukas Maximilian Dittmer (LMD), Integrated Media Manager at IKEA Switzerland, and Michael Diehr (MD), Senior Communication Manager at the agency responsible, EssenceMediacom, about the potential of audio advertising and their experiences using IKEA as an example.

Mr. Dittmer, Mr. Diehr, IKEA has achieved amazing results with audio advertising, with a remarkable effect on visitor numbers and sales. Were you surprised by such positive results?

MD: We quickly realized from our campaigns that the channel brings a good ROI - we can also see that in the modeling. At the same time, the respective results also show us that the setup works very well. The combination of rapid reach expansion and regionality is truly unique.

LMD: Our regular evaluations and analyses show the relevance of radio and digital audio as high-reach advertising media time and time again. Hardly any other medium activates consumers so quickly. We see the effects on our visitor numbers almost immediately. That's why we've been using radio and audio for some time now.

What role does radio generally play in the IKEA media mix?

LMD: Radio has been an important part of our media strategy for years. We rely on radio for almost every campaign. Radio is the leading medium in our media mix, especially for campaigns that relate to specific sales topics, as in this case. Radio is one of the top channels when it comes to generating reach quickly and cost-effectively and bringing consumers to our locations. We also particularly value the regional nature of radio. This allows us to optimally advertise local offers.

MD: We can only confirm this on the agency side. Radio is an important medium for communicating detailed information. It also performs very well in combination with other media.

What does a typical IKEA radio campaign look like? What creative elements were used in the radio spots?

MD: The recognition effect is certainly important to us; this is essential for IKEA radio advertising. I'm sure most people know our IKEA spokesperson with the Swedish accent. We also use other audio branding elements time and again. Consistency is important in order to be remembered - especially with a medium like radio, which is often used as an accompanying medium in everyday life.

LMD: The typical radio campaign has certainly changed in recent years. Whereas we used to rely exclusively on classic radio spots, we now use a wide range of auditory media such as digital audio, radio cooperations with in-store integrations, special placements and much more.

What lessons have you learned for future advertising campaigns and what do you recommend to other advertisers who are considering radio advertising?

MD: We have found out for ourselves which messages and objectives radio works very well for - an essential insight! I recommend that other advertisers take a close look at the possibilities of the medium and keep an eye on measurability - this is the only way to achieve continuous improvement in results. It is also important to produce high-quality commercials and, of course, to coordinate them with the other channels of the respective campaign.

Thank you very much for the insight and good luck with your radio and audio campaigns!