First Quarter is prime time for tax prep services to work on raising awareness and engagement in a crowded category. One such service partnered with Katz Radio Group to blanket the country with :30 ads targeting General Market and Spanish Language audiences. Katz delivered a campaign on the Alliance Audio Network and Spanish Language Unwired Network, giving the client access to over 600 radio stations across ownership groups. Katz Analytics, powered by AnalyticOwl, provided campaign feedback to the client, matching over 50K radio log times with the Tax Prep Service site's web traffic data in order to gain a holistic, nationwide view of radio's impact on web engagement.
RADIO DRIVES ONLINE ENGAGEMENT
The study found that Katz's network radio campaign successfully drove an incremental +5% lift in web traffic to the Tax Prep Service site over the 8-week campaign. Radio was a major driver of awareness and engagement for the brand, as evidenced by the considerable increase in web visitation occurring when the radio campaign kicked in. Looking at web traffic on radio flight days vs. the week prior to the campaign starting, the Tax Prep Service saw +194% more web traffic on days with spots airing. The campaign's on-air/off-air increase was +4x greater than the Accountant/Tax Services category average (38%).
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RADIO DRIVES INTEREST IN TAX PREP SERVICE OFFICE LOCATIONS
While traditional web traffic studies do not measure door swings, the study was able to show how radio impacted consumers' interest in finding office locations. 63% of the client's "Get Directions" goal conversions occurred after radio spots airing.
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The study provided evidence that Katz's Alliance Network and Spanish Language Unwired Network campaign positively impacted consumer engagement with the Tax Prep Service. The Brand's radio campaign successfully broke through and resonated among consumers, leading to greater overall web visitation and interest in office locations.