Lightningcast and Diameter, the research unit of DoubleClick, on Monday unveiled results of a joint study demonstrating the effectiveness of audio advertising on the Web for building brands. The study focused on audio ads delivered via Internet radio for an undisclosed cellular carrier. The research examined a campaign that ran for one month.
Looking at a sample group of 560 Web users, the study's key findings revealed that Web users exposed to the audio ad were 10 percent more likely to be aware of the advertiser; 59 percent more likely to recall its slogan; and 14 percent more likely to choose the cellular carrier when considering a wireless service provider.
Additionally, advertising awareness and advertising tagline recall among the exposed group increased by 64 percent and 60 percent, respectively.