It is known that radio advertising is one of the most powerful and efficient tools for promoting a product/brand. It is one of the types of advertising that engages the consumer. When well produced, radio advertising captures attention, generates curiosity, creates a mental image and, above all, strengthens the brand in the minds of listeners.
For this reason, monitoring the progress and results of these media is new zealand girls whatsapp number of fundamental importance, both to evaluate the chosen medium and to monitor the execution of the contractual terms and their impact on advertising results.
Advertising monitoring: success for supermarket chains
This is exactly why a supermarket chain in Santa Catarina started using Audiency's advertising monitoring platform, which intuitively, quickly and completely online allows advertisers to evaluate the results of their investment and make the necessary corrections during the campaign. In addition to a supermarket chain, the client also has a wholesale chain, whose advertising is also monitored by the platform.
We would like to remind you that the retail sector, which includes supermarkets and hypermarkets, pharmacies, car dealerships, furniture stores, decoration stores, construction stores, clothing stores, and other stores that sell to end consumers, are among the largest advertisers on the radio. Together with the financial/insurance sector, they account for almost 65% of the radio advertising budget. The data is from Kantar Ibope. The case of a credit union in the financial sector is also one of Audiency's highlights.
Data analysis is of fundamental importance, and in this segment it is even more important, since many of the campaigns broadcast involve seasonality or product availability, which can lead to serious losses if broadcast outside the contracted time slot or date. We also remember that the sector
When contracting a campaign, for example, during a specific program on the schedule, if the campaign is broadcast outside of that specific time slot, it may lose its effectiveness with the target audience. In addition to being financial, the loss is in terms of the effectiveness of the marketing campaign, since the number of broadcasts was not the actual number contracted for a specific time slot. In fact, when you determine the time slot, you pay a higher price.
Another example is when the promotion has a specific day to be shown and this does not happen, which can create embarrassment for the advertiser. Supermarket chains have the famous “D Day”. Meat Day, bakery day, fruit and vegetable day, among others. What would the meat day ad look like if it were aired on fruit and vegetable day? This way, the client was able to evaluate very important parameters of their radio campaign and measure the effectiveness of each campaign.
Analyzing the data collected by the platform, the group realized that, of the campaign contracted for the month of September, 71.8% of the displays were made within the contracted time slot; 2.1% were outside the time slot and 1.3% were outside the date. They also observed that there was a display deficit of around 24.9%.