New Study Shows The Power Of Visual Radio Ads.

Just-released results of a study commissioned by visual radio advertising company Quu show encouraging response to these ads, with 83% of consumers paying attention to on-screen information while listening to broadcast radio, and visual ads boosting purchase intent among heavy listeners by 89%.

The research conducted by Quantilope among more than 1,200 respondents during March and April used Quu's visual network to show brand messages and logos on the dashboards and screens of consumers able to receive text and image display, measuring activity among both light/occasional and heavy radio listeners.

The findings show that heavy radio listeners with more exposure report higher brand familiarity, favorability, purchase consideration, purchase intent, and brand usage.

“With heavy listeners generating two-thirds of a station’s total listening, brands have a powerful opportunity to supercharge campaigns with visual radio ads,” Quu’s report says. “Reach and repetition amplifies results, [and] visual radio displays resonate strongly with loyal radio audiences, significantly boosting brand metrics across the marketing funnel. When consumers see visual ads, brand equity soars, proving the cumulative power of repeated exposure combined with the deep connection and loyalty of radio station audiences.

The visual radio ad displays drove full-funnel impact for six national brands. “The combination of loyal radio audiences and in-dash visuals drove a significant lift in awareness, consideration, and consumer action for all of the brands tested,” the report says. Across those brands, visual radio ads increased slogan familiarity by +57%.

“Combining radio’s most connected and loyal audiences with the power of a Visual Quu on screen generated a huge lift in brand equity for advertisers across the entire marketing funnel,” Quu CEO Steve Newberry explains. “This study confirms that visuals displayed on dashboard screens move consumers from awareness to action.”

QuuVN Executive VP Sam Rogers adds, “This research sends a strong message to advertisers, especially national brands, that visuals displayed on the radio dramatically increase purchase consideration, intent, and usage. Brands have a powerful opportunity to supercharge campaigns by adding visual radio ads to their media mix.”