Katz Study Finds Radio Bolsters Major Telecom’s Leads, Signups.

A new Case Study published by Katz Radio Group finds that radio provided an increase in leads and signups for a major telecom company.

It says the company teamed up with Katz in the fourth quarter of last year with a goal of driving online response in several markets. The campaign measurement was provided by Katz Analytics, powered by Claritas. Together they tracked the medium’s impact on consumers’ online activity with the brand’s website.

“The radio campaign successfully impacted web activity for the Telecom Company at points up and down the purchase funnel,” Katz says. “Claritas determined that radio drove strong lifts, especially for a brand that is such a heavy advertiser across media.”

The telecom company saw more than 178,000 incremental conversions from Katz’s radio campaign, which translated to a 1.6% lift in total conversions. Beyond that, Katz says, total conversions can be divided into leads and signups, with the campaign producing a 2.6% lift in signups, and a 1.6% lift in leads.

The telecom utilized creative of 30-second and 60-second brand spots that included an incentive offer alongside the brand messaging, Katz says. The combined creative aided incremental total conversions, producing an average conversion rate of 20.2 (number of conversions per each spot airing). Incentive spots energized the messaging, driving consumers to take action at more than 2.5 times the rate as the straight brand spots.

“The radio campaign successfully increased online engagement for the Telecom Company,” Katz says. “The inclusion of incentive messaging along with the brand messaging enabled the brand to break through in a crowded category and drive online conversions.”