media update’s Adam Wakefield spoke to Primedia Broadcasting chief commercial officer Mark Jakins, and Primedia Outdoor sales and marketing executive, Peter Lindstrom, about the 'Radio to Road' campaign, and why multi-channel must be part of any marketing conversation.
Introducing Primedia’s multi-channel campaign – ‘Radio to Road’
‘Radio to Road’ allows advertisers to reach consumers and commuters at the same time through radio and OOH advertising. As a radio advertisement for a product or service starts to play, the same campaign will roll out at the same time on digital billboards across the region where the station broadcasts.
Primedia divisions each have their own specialisation, but as Jakins notes, “There is a deliberate strategy underway to work together across divisions to find opportunities across our platforms that maximise returns and benefits for clients.”
Innovation is one of the group’s core values and key strategies as a market leader. ‘Road to Radio’ is one of the first concepts to emerge from collaboration within the group.
He says
OOH is an “incredible opportunity” for advertisers given the
traffic dynamics in South Africa’s largest urban centres.
“[When you] combine already effective outdoor with powerful Primedia radio brands, with our stations having some of the highest in-car listenings in the country, you have a winner,” Jakins says.
“The impact of the immediacy on radio, backed up by visual stimuli whilst driving, provides brands with memorable ways of cutting through the clutter – with reasonable value for money.”
"The addition of OOH to a campaign sees return-on-investment (ROI) of other media improved, and this holds especially true for radio. Lindstrom says a study conducted by BrandScience showed that with the addition of OOH to radio, ROI nearly doubled,” added Lindstrom.
Why brands need to think in a multi-channel way
‘Radio to Road’ is an example of a multi-channel campaign, and Jakins says pursuing such an approach is “fundamental to basic marketing effectiveness. Seldom is it possible to achieve all brand business objectives by choosing one medium type or single channel of communication”.
“Again, a single-minded brand proposition, expressed with suitable creativity for different channel types, digital comms, PR, or in event activation, is exceptionally powerful,” Jakins adds.
Lindstrom noted that this is an international trend:“Globally, we are seeing an increase in cross-channel campaigns and emergence of non-TV synergies, as marketers are seeking more effective and efficient media delivery.”
He added that studies by Kantar Millward Brown show that 25% of media effectiveness is attributed to such synergies. It is therefore easy to understand why agencies and marketers are embracing the power of multi-channel strategies.
Emphasising this point is Primedia seeking strategic opportunities to partner with innovative brands and services to further “unlock value for clients”.
“The ‘Radio to Road’ offering is evidence of this approach,” Jakins says.
For more information, visit
www.primedia.co.za.
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The OOH environment is one that has evolved in the last few years as it becomes more digitised, creating new opportunities for brands to reach consumers on the move. Read more in our article, Fresh ROAD data shows the potential of out of home advertising.