Neuro Study Finds The Benefits Of Priming In Radio Advertising
New research from the Australian Traffic Network (ATN) and Neuro-Insight found an advert is 31.6 per cent more effective when a listener has been primed with the ATN traffic update.
Where an ad ran in the break, along with other factors, played a key role in its overall effectiveness.
The ads ability to be committed to long term memory is what’s most important for advertisers and consumers.
Another key finding was that by using iconic triggers, which are the moments being embedded into our memories in an ad, advertisers can achieve greater effectiveness.
Neuro-Insight also found a 28 per cent greater engagement rate when people were listening to ATN Traffic Update, compare to the average listening experience.
The 2,500 person study found that 95 per cent of the metropolitan respondents listen to the radio in the car and 71 per cent find the traffic updates useful.
Discussing the findings is Neuro-Insight’s CEO, Peter Pynta, said: “Priming is something we’ve seen across all channels in the media.
“Our subconscious can’t help but identify material it’s previously taken in. Which is why it’s so effective for marketers.
“Priming across an entire marketing mix is where we see the most benefit.
“Advertisers and agencies are constantly striving to integrate the media ecosystem with complimentary ‘fit-for-purpose’ messaging that leverages different creative formats and time lengths.
“This is exactly why we see such a strong priming effect between ATN 10’s and traditional 30’s in combo.”
“When advertisers optimise their ATN messaging through neuro, we’re effectively shortening the odds of success. We make the most of each and every second,” said Pynta.
ATN CEO, William Yde III, added: “Radio is not a passive medium as some would have you believe. And neuroscience proves that.
“When you provide value in people’s day, they reward you with their attention.
“Priming is a marketers best weapon against information fatigue and so we’re already hearing a lot of interest from current advertisers about how they’re planning on optimising their creative with this new research in mind.
“It is not an either or when planning, we have now proven this and are ensuring greater effectiveness in particular ROI for our clients,” said Yde III.
Global CMO for Flight Centre, Darren Wright said there were many reasons he valued radio, and specifically ATN traffic updates.
“The neuro optimisation tool is really good. We tested a few campaigns and we’re top of the class, it’s so simple for us.
“For us we see ATN Traffic Update as OOH for audio, where you get 100 per cent share of voice. The neuro tool has worked well with ATN for us, so we’re big fans,” said Wright.
Senior media manager at Telstra, Robert Aoukar, was also excited about the findings concluding: “We’re not necessarily looking at ATN for an emotional response; we are looking for engagement, and memory, and we know we achieve that [through neuroscience findings].
“Every advertiser needs to be able to land a customer benefit within 10 seconds, otherwise you have some homework to do.
“The format can work as an awareness driver, at the top of the funnel. It can also work to push a lower funnel sales message, drive urgency and footfall.
“And the latter is where we’ve seen great efficiency for us; as we’ve started to act more like a retailer and increased investment in our retail sales events.
“That time-targeted opportunity that exists, the roadblock, to get across every network, every market, nationally, in a really efficient manner – it works for us,” said Aoukar.
Latest News
Microsoft Says Cannes In Cairns Is Worth Its Salt
Cannes in Cairns, presented by Pinterest, is thrilled to announce that none other than Microsoft will be hosting an offsite networking lunch at Cairns’ stunning Salt House restaurant on Thursday the 3rd of February as part of the event’s packed agenda. As a silver partner to the event, Microsoft (who, we’re sure you’ll agree needs […]
DesignCrowd Registers One Million Global Users
Creative design marketplace, DesignCrowd, has announced reaching the milestone of one million registered designers on its global platform. The Aussie crowdsourcing start-up currently has a 1,004,000-strong freelance designer network, which has grossed over $A62 million since the company’s 2008 launch. The network have completed over 26 million graphic, logo and web designs for both small […]
The Chiefs & Optus Renew Gaming Partnership
The Chiefs and Optus today announce a partnership extension that will see the brands continue to collaborate around gaming content in Australia for a further 12 months. The news follows a successful 12-month partnership, including members of The Chiefs featuring in Optus’ Gamer Plan launch supporting the development of Optus’ Streaming Booth. Much of the […]
Wunderman Thompson Promotes Melanie Wiese To National Chief Strategy Officer, As Angela Morris Departs
Wunderman Thompson promotes Melanie Wiese to national strategy role. Has also joined staff Christmas party committee.
Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel
During the month of October, $A8.5 million was spent in digital travel advertising and digital impressions were up almost 40 per cent from September, according to the Nielsen Ad Intel report. The report found that the top advertisers amongst cruise lines from October in order are Emerald Cruises, Oceania Cruises, and Royal Caribbean. Amongst the […]
CBM Australia Promotes Disability Rights In New Video Campaign
It's International Day of People with a Disability. Not that you shouldn't be kind the other 364 days a year.
The Bachelorette Is Over But It’s Still Making Headlines
Think a B&T journalist has an unhealthy addiction to Bachelorette articles? Confirm it & her need for counselling here.
“It Makes Perfect Sense!” iHeartRadio Launches 24 Hour Kyle & Jackie O Station!
You can now listen to Kyle & Jackie O 24-hours a day. You could also listen to a leaf blower, car alarm or yapping dog.
Winners Of The PR Industry’s Golden Target Awards Announced
Without a hint of irony, the winners of the PR industry's awards arrived via this embargoed press release last night.
TikTok Launches A Refreshed Online Transparency Centre
TikTok launches online transparency centre! Confirming transformation from kids plaything to proper marketing plaything.
2021 WARC Effective 100: Aussie & Kiwi Agencies Hold Their Own
This study isn't just a confirmation of Aussie agencies, rather it's a big 'try harder' for Turkmenistan & Mogadishu.
Rebel Wilson Channels Cast Away In Global Campaign For Tourism Fiji Via Saatchi & Saatchi NZ
Rebel proves she's got the Midas touch in this fun work for Fiji. Well, if you exclude Cats and Absolutely Fabulous.
Thursday TV Wrap: Seven’s The Chase Wins The Night In Entertainment
Sadly, this will be B&T's final TV wrap for 2021. But we promise even more gaffes, blunders and retractions in 2022.
IAS Enhances Context Control For Advertisers And Publishers
Integral Ad Science (IAS) announced the expansion of its context control solution for advertisers and publishers globally to give customers more control over the context of digital ad placements. IAS CEO, Lisa Utzschneider (featured image), gave insight into the enhancement, saying: “We first launched context control to help our customers transform their targeting strategies, and […]
Revealed: The Most Expensive & Time Consuming TV Chef’s Christmas Recipes
Typically, B&T won't have a bad word said about Nigella. However, we are reneging on that reader promise here.
Where Did All The Rainbow Flags Go?
This adlander muses over brands ditching the rainbow flag. Or, has it merely been usurped by the fossil fuel flag?
WARC: Global Ad Spends To Hit $US1 Trillion By 2025, Half Of It To Come From Alphabet, Meta & Amazon
Study finds global ad business to be worth $US1 trillion by 2025. Not that'll stop Wil Anderson from shitcanning it.
Brandcast Wrap: Top Insights & Tips For Success In 2022
Look, it's top insights and tips for success in 2022! Unless the brain's already switched to Christmas 'flight mode'.
PubMatic Appoints Peter Barry To Vice President Of Addressability
PubMatic's Peter Barry boldly declares "left is best" in daring press photo following recent promotion.
The Hallway Launches Performance Marketing Division, Appoints Chris Murphy As GM
The Hallway proves the addition of the word "performance" in anything takes the ordinary to the slightly less ordinary.
Andy Lee, Aaron Finch & Callum Ferguson Join Triple M’s Cricket Commentary Line Up
Andy Lee set to add some laughs to this year's Ashes. As if the behaviour of the players wasn't already funny enough.
Carnival Cruise Lines Want Aussies To Find Their “Fun Type’ This Summer
A little nervous about cruising again post COVID? Nothing the all-you-can-drink drinks package won't fix.
SMI Data: Ad Spends Up 2.7% In October
Study finds adland's put the COVID travails behind it. Although you'd still be nervous at a nudist retreat or sauna.
Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory
Programmatic video advertising platform Unruly has introduced content level targeting that standardises attributes across genre and rating segments enabling scaled buying on premium video content. Today Unruly announced the introduction of its content level inventory that segments inventory based on publisher bidstream attributes that mirror linear TV buys, such as genre and rating. The solution […]
Golden Circle Wants Aussies To ‘SmilePay’ This Summer
Golden Circle is bringing a splash of sunshine to the Australian Summer with the launch of an innovative, SmilePay vending machine. The machine was created by 72andSunny, and software development company, Enabled 2 GO Technologies. It uses existing smile recognition software to recognise an Aussie smile and in return release a complimentary ice-gold Golden Circle fruit drink […]
Three Tips For Bringing Your Brand’s Decarbonisation Strategy To Life
Proving B&T's commitment to irritating industry buzzwords, today we're bringing you this beauty - brand decarbonisation.
New Report Says Managers Are Ignoring Employee Mental Health
Almost half (49 per cent) of Australia’s marketing, media, and communications employees feel their managers are showing little, if any, concern for their mental wellbeing, a new report has found. The report – conducted on behalf of the Australian College of Applied Professions in October 2021 – surveyed 1000 nationally represented workers and found some […]
Meta Works With Now We Collide To Champion Aussie Small Businesses
Meta has partnered with creative agency, Now We Collide to showcase the strength and resilience of small businesses around Australia. The campaign “Good Ideas Deserve To Be Found,” features the stories of four Australian businesses including Singing Magpie (SA), BoardSox (VIC), D-STILL Drinkware (QLD) and Survival Emergency Solutions (NSW). Each story shows how the business […]
iD Collective Snags Goodman Fielder
The Aitkens diet forced underground at iD Collective after agency nabs Goodman Fielder's comms.
Digital Lives of Australians: Cyber Security Fears Keeping People Offline
The internet is invaluable but cyber security fears are keeping Australians offline. According to new research released today by the .au Domain Administration (auDA), almost 90 per cent of Australians say the Internet has a positive impact on their lives. Moreover, almost all small businesses (98 per cent) depend on the Internet as an invaluable […]
