Motionworks partnered with Westwood One to assess the impact of audio advertising on foot traffic to tax preparation locations.
Motionworks segmented visitation to target locations in DMAs with light, medium, and heavy investment in audio advertising. Results demonstrated a correlation between media exposure and lifts in foot traffic to the tax preparation facilities.
Let’s dig into the medium, the measurement and the results.
The first radio ad aired on August 22,1922 on WEAF in New York City by a real estate company called Queensboro Corporation. The first radio commercial was 15 minutes long and advertised apartment offerings in Jackson Heights, Queens.
Fast forward to 1994, and we have the first online ad appear. On October 27, 1994, the world of advertising was forever transformed by a small graphic bearing the presumptive words, “Have you ever clicked your mouse right here? You will.” And just like that, the digital advertising era had officially begun.
The explosive adoption of digital advertising introduced attribution metrics the world had never seen, leaving many traditional forms of media in the dust. And, while there have been many advancements in radio advertising effectiveness measurement, it can still be challenging, even for the most tech-savvy marketer – but not with Motionworks.
With the Motionworks Placecast® product, media publishers, brands, and marketers can understand foot traffic lift to business locations, as well as how media campaign weight in a market can affect visitations across DMAs.
Motionworks helped The Cumulus Media | Westwood One Audio Active Group® understand the effectiveness of radio campaigns for a tax preparedness client across various radio formats and multiple DMAs.
Here’s what we found:
Markets receiving heavy AM/FM radio campaign investment received significantly greater unique location visitation activity for the tax preparation service brand than markets with light media weight.
We also observed that a heavier media weight in March, vs a lighter weight in April, yielded a 34% increase in unique for the tax preparedness client. In addition, DMAs with a heavier media weight in March outperformed on unique visitations vs. DMAs utilizing light to medium weight.