Telecom • Web Lift

RADIO DRIVES HEALTHY LIFT IN ONLINE CONVERSIONS

A major Telecom Company partnered with Katz in Q4 2024 on a radio campaign with the objective of driving online response in several key markets. Katz Analytics, powered by Claritas, provided campaign measurement tracking radio’s impact on consumers’ online activity with the brand's website. 

The radio campaign successfully impacted web activity for the Telecom Company at points up and down the purchase funnel. Claritas determined that radio drove strong lifts, especially for a brand that is such a heavy advertiser across media. The brand saw over 178K incremental conversions from Katz's radio campaign, resulting in a +1.6% lift in total conversions. Analyzing further, the total conversions can be divided into 2 categories of consumer action: leads and signups. The radio campaign drove a healthy lift in both conversion types, including a +2.6% lift in signups, and a +1.6% lift in leads.  

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INCENTIVE MESSAGING CONVERTS AT HIGHER RATE

The Telecom Company's creative took the form of :30 brand spots and :60s that included an incentive offer alongside the brand messaging. All pieces of creative contributed incremental total conversions, delivering an average conversion rate of 20.2 (number of conversions per each spot airing). Incentive spots catalyzed the brand messaging and incited consumers to take action at more than 2.5x the rate as the straight brand spots. 

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The radio campaign successfully increased online engagement for the Telecom Company. The inclusion of incentive messaging along with the brand messaging enabled the brand to break through in a crowded category and drive online conversions.