A regional Home Services company turned to radio to grow awareness, web traffic, and online engagement for their Home Security offering. The Company partnered with Katz Radio Group for a Q3 campaign running in two key markets, on 16 stations across ownership groups. The campaign included a mix of :30 brand spots and endorsements, along with short duration units. Katz worked with AnalyticOwl to match radio log times with the Home Security site's web traffic data in order to gain a holistic, market-wide view of the radio campaign's impact on web engagement.
The data showed that the radio campaign successfully led to a +12% lift in web traffic to the Home Security site, with all creative executions successfully contributing to the lift. On-air personality endorsements performed +18% above the campaign average at delivering page views per spot airing. Short duration spots also proved to be effective drivers. The mix of :15 news/weather/traffic spots and :05 billboards were 63% as effective as the :30s. Looking at on-air days vs off-air, the Home Security site saw +11% more web traffic on days when radio spots aired.
AnalyticOwl's results provided the Home Services company with evidence that radio was instrumental in achieving their goal of driving consumer engagement with their Home Security product. By utilizing on-air influencers, as well as strategic short duration units, the brand broke through with their messaging and generated measurable results.