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Munich’s Radio Gong 96.3 claims it “has become the first German radio station to successfully measure the impact of a linear radio campaign in real time.” All translations herein are courtesy of Google.
The client was 3Bears, a Munich-based porridge maker. Radio Gong says, “Using special software, it was possible to measure how users react directly to the campaign during every communication in the program or during the commercial break. The results show that a well-planned radio campaign not only creates high reach and brand awareness, but also makes a measurable contribution to performance marketing strategies.”
Radio Gong adds, “In addition to the traditional increase in contacts and brand awareness, the campaign demonstrates that linear [broadcast] radio also plays a central role in the media mix for direct conversions. The software used also enables innovative approaches such as real-time A/B testing of advertising motifs.”
Radio Gong 96.3 Managing Director Johannes Ott, said, “The ability to monitor and manage an advertising campaign in real time, even on linear radio, is a great new option for many of our customers… Our case with 3Bears shows that radio is not only a powerful awareness medium, but also remains indispensable in the performance area.”
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