'Twas the month before Christmas... and an e-commerce company was looking for a way to promote their site as a holiday gift destination. The company partnered with Katz Radio Group on a 6-week AM/FM radio campaign in 2 key markets – one running a mix of brand spots, the other utilizing local DJ endorsements. Katz Analytics, powered by LeadsRx, provided campaign measurement, matching radio log times to the e-commerce company's web data to track radio’s impact on web engagement in the active markets.
LOCAL ON-AIR INFLUENCERS DRIVE BIGGEST WEB TRAFFIC BOOST
The study found that the radio campaign successfully impacted online engagement in both markets, resulting in an average incremental +27% lift in web traffic attributed to radio. Market A’s use of local on-air influencers helped drive significant local web traffic response, leading to an above average lift of +33% from DJ endorsements. Market B, running two brand spots, delivered a +23% lift in incremental web traffic. Both of Market B’s brand spots performed efficiently, delivering a share of web sessions equal to their share of radio ads aired.
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The study provided evidence that radio is an effective ad medium for web-based businesses, like e-commerce retailers and online marketplaces, looking to impact consumer action during the holiday season. With its mass reach and strength in connecting with consumers where and when other media, like television, cannot, radio makes a measurable impact. Katz's smart mix of DJs and brand spots successfully helped boost traffic to the e-commerce site. Tapping into the power of on-air influencers enabled the brand to break through even more during peak holiday shopping season and influence site visitation.