{"id":24437,"date":"2024-11-05T07:31:15","date_gmt":"2024-11-05T06:31:15","guid":{"rendered":"https:\/\/goldbach.com\/incremental-advertising-impact-how-digital-audio-complements-and-enhances-radio\/"},"modified":"2025-12-18T10:27:41","modified_gmt":"2025-12-18T09:27:41","slug":"incremental-advertising-impact-how-digital-audio-complements-and-enhances-radio","status":"publish","type":"post","link":"https:\/\/goldbach.com\/en\/studies\/incremental-advertising-impact-how-digital-audio-complements-and-enhances-radio\/","title":{"rendered":"Incremental Advertising Impact: How Digital Audio complements and enhances Radio"},"content":{"rendered":"

Since the <\/span>Digital Audio Study 2023<\/span><\/a> at the latest we know: Digital Audio delivers. Advertising on this channel is credible, activates, and contributes to brand popularity. And it sticks in people’s minds, as the study figures show. <\/span><\/p>\n

To deepen the understanding of the effects of audio advertising, we accompanied various campaigns from the “Automotive”, “Travel, Leisure, Tourism” and “Fashion & Sport” sectors with our <\/span>Swiss Ad Impact<\/span><\/a> advertising impact analysis, <\/span>which used corresponding advertising budgets for Radio and Digital Audio.<\/span> From December 2023 to August 2024, over 1500 people aged 15 to 79 from German- and French-speaking Switzerland were surveyed for this purpose.<\/span><\/p>\n

The results of the advertising impact studies conclude that Digital Audio enhances the advertising impact of Radio in many ways. <\/span><\/p>\n<\/div>

\"Woman

Swiss Ad Impact Digital Audio<\/h2>

The study provides information on the influence of the combination of Radio and Digital Audio on the advertising impact of a campaign. <\/p><\/div><\/div><\/a><\/span><\/div>

Key Fact 1: Digital Audio effectively complements Radio campaigns and increases recall performance.<\/h2>\n

Within the framework of the analyzed campaigns, the highest advertising recall in all cases results from a combination of Digital Audio and Radio. In addition, when considering the advertising budgets used, the higher the share of Digital Audio in the total advertising spending, the stronger the ad<\/a> recognition of the entire campaign increases.<\/p>\n

Ad<\/a> Recognition Digital Audio and Radio (with increasing advertising budgets)<\/strong><\/p>\n<\/div>

\"Graphic<\/span><\/div>

For example, ad<\/a> recognition for the campaign in the “Automotive” sector is 14%, while the campaign from the “Travel, Leisure, Tourism” segment is 17%. While the two campaigns had comparable budgets available, a higher proportion was invested in Digital Audio in the second case overall (5% vs. 14%), which accordingly led to higher overall advertising recall.<\/p>\n

Key Fact 2: From a budget of CHF 30,000 for Digital Audio, advertising recall increases disproportionately.<\/h2>\n

Based on a regression analysis, ad<\/a> recognition was analyzed as a function of the gross investment in Digital Audio. The result: From a budget of CHF 30,000 for Digital Audio, the percentage ad<\/a> recognition grows disproportionately, which means that the overall campaign can benefit from a significantly stronger advertising impact. <\/span><\/p>\n

Ad<\/a> Recognition depending on gross spending<\/strong><\/p>\n<\/div>

\"Graphic<\/span><\/div>

Key Fact 3: By using Radio together with Digital Audio, advertisers can also optimize the overall impact of the campaign.<\/h2>\n

If one considers not only ad<\/a> recognition but also other impact levels of audio advertising, it can be seen that the combination of Radio and Digital Audio also has a clearly activating effect.<\/span><\/p>\n

For example, in terms of purchase intention, 57% of the people who remember the Radio and Digital Audio advertising intend to buy the product. A combination of Radio and Digital Audio advertising clearly achieves the highest effectiveness. <\/span><\/p>\n

Ad<\/a> Impact on different impact levels<\/strong><\/p>\n<\/div>

\"Graphic<\/span><\/div>

Key Fact 4: Digital Audio in the media mix significantly increases advertising recall among young people.<\/h2>\n

It is not really surprising and yet very pleasing: If the media mix<\/a> is supplemented by Digital Audio, this increases the ad<\/a> recognition of advertising among the young target group<\/a> considerably. Respondents who are in education also remembered the corresponding advertising much more often.<\/p>\n

Advertising recall among the younger target group<\/a><\/strong><\/p>\n<\/div>

\"Ad<\/span><\/div>

Conclusion<\/h2>\n

The nine Swiss Ad<\/a> Impact studies implemented to date from a wide range of industries show that audio as a combination of Radio and Digital Audio is an above-average activating channel in the media mix<\/a>, especially for sales.<\/p>\n

The analyzed campaigns used an additional advertising budget to also play out existing Radio spots via Digital Audio channels.<\/p>\n

Ad<\/a> Impact in comparison (indexed)<\/strong><\/p>\n<\/div>

\"Graphic<\/span><\/div>

Advertisers can therefore not only reach a broader and younger target group<\/a> by combining Radio and Digital Audio, but also improve the recall performance and overall impact of their campaigns.<\/p>\n

Interested?<\/h2>\n

Would you also like to turn your next campaign into a real earworm? Get in touch with us and we will discuss how we can most effectively integrate Digital Audio and Radio into your campaign. <\/span><\/p>\n<\/div>

Contact the Audio Team<\/span><\/a><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":24433,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[88],"tags":[237,219],"kanal":[355],"werbeform":[359,360],"class_list":["post-24437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-studies","tag-radiocampaign","tag-swissadimpact","kanal-audio","werbeform-digital-audio","werbeform-radio"],"acf":[],"yoast_head":"\nHow Digital Audio complements and enhances Radio<\/title>\n<meta name=\"description\" content=\"To deepen the understanding of audio advertising effects, we have analyzed various campaigns with our Swiss Ad Impact advertising impact study.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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