How creative radio ads build brands

Creative radio ads can boost a variety of important brand metrics, according to a study by Westwood One, the audio-media company, and VERITONIC, an analytics provider.

Radio advertising is not usually regarded as a hotbed of creativity.

But a recent study by Westwood One, the audio-media company, and Veritonic, an analytics platform for audio content, found that compelling radio spots can deliver truly powerful results for brands.

Their analysis included 164 radio ads, each of which had been recognized at one (or more) of the:

  • Radio Mercury Awards (2015, 2016, 2017 winners; 2018 finalists and winners);
  • Cannes Lions International Festival of Creativity (2018 winners);
  • Clio Awards (2018 winners).

Specifically, the research tracked the emotional response and shifts in purchase intent among a panel of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands