CRA chief executive officer Ford Ennals has announced a renewed strategic direction for the industry body, emphasizing the growing digital audio market and supporting its members to grow commercial radio advertising revenue.
“We are experiencing strong growth in digital audio, so it’s timely for CRA to have a stronger focus on identifying new commercial revenue opportunities across the broader audio markets for our members,” Ennals said.
As part of the audio strategy, CRA has redefined its identity from ‘Commercial Radio Australia’ to “Commercial Radio & Audio” but would continue to use the abbreviation CRA. It also boasts a refreshed brand and a new website, which it launched at a special Board meeting in Sydney attended by Federal Communications Minister Michelle Rowland.
In its consumer and industry communications and messaging, CRA has introduced a new strapline, “Audio Unlimited,” along with the refreshed brand using contemporary and vibrant colors.
Audio planning tool for members
In supporting the shift, Ennals said the digital audio market is one of the fastest growing media markets, offering unique opportunities for advertisers. He added that CRA would support media agencies and members with new market and listener research alongside bespoke audio events to provide media agencies with richer data and insights to make the case for the importance of buying commercial radio and audio.
As part of this support, CRA has partnered with Nielsen to provide the Audio Planning Tool. It is the first of the new data insights available to advertisers on CRA’s new-look website. Ennals said the new tool measures the incremental reach of commercial radio, radio streaming, podcasting and on-demand music streaming in an easy-to-use online planner. He added, “This is available free of charge and will give invaluable data to advertisers and promote the effectiveness of buying radio and audio.”
Nielsen managing director Pacific Monique Perry added: “Powered by Nielsen’s Consumer and Media View audience data, CRA’s Audio Planning Tool delivers quick and valuable insights, which aid better planning decisions, driving improved reach among key audience segments in radio and other audio formats. Nielsen is excited to expand our long-standing partnership with CRA to power solutions, such as this, enabling media agencies and advertisers to keep pace with the rapidly evolving audio ecosystem.”
