Picture the scene. You're busy online when you hear advert on the radio for a brand of deodorant.
You are now 52% more likely to include that brand name in your internet browsing - at least, that's the finding from new research commissioned by the Radio Advertising Bureau.
The research looked at the browsing behaviour of people who were exposed to over 20 random radio campaigns, and then compared them to a control group of people who weren't.
The people who heard the ads were 52% more likely to include the advertised brand names in their searches.
The study also asserts that 58% of all radio-stimulated advertising takes place with 24 hours of exposure, suggesting that effective campaigns need to be ongoing.
The Managing Director of the Radio Advertising Bureau, simon Redican, summed up the implications of the research by saying: "The internet has become an incredibly important interface for customer marketing but the problem is that it also allows access to all your rival’s brands which means the key challenge is to ensure that customers seek out your brand specifically – marketers are increasingly turning to offline media to direct consumers to their brands online."
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