Results of Online Radio Ad Campaign Demonstrate Positive Increases in Awareness and Persuasion

Results of Online Radio Ad Campaign Demonstrate Positive Increases in Awareness and Persuasion

Ronning Lipset Radio Commissions Dynamic Logic to Measure the Effectiveness of Major Radio Advertiser's Online Radio Campaign

NEW YORK, Feb. 28 /PRNewswire/ -- Online Radio rep firm Ronning Lipset Radio, a radio network that represents America Online's AOL Radio Network, Yahoo! Music's LAUNCHcast, Live 365 and Microsoft's MSN Radio and Windowsmedia.com, today released study results that illustrate the effectiveness of online radio advertising for a campaign run by Travelocity.

Ronning Lipset commissioned Dynamic Logic, a leading independent market research company with expertise in marketing effectiveness, to examine the effects of the online radio advertising campaign for Travelocity on various marketing and brand metrics. Travelocity's campaign, which was planned and bought by their media agency, OMD, ran on affiliates of the Ronning Lipset Radio Network.

Dynamic Logic measured the impact of Travelocity's online radio advertising on various brand impact metrics such as aided brand awareness, unaided brand awareness, online radio ad awareness, brand impression, unaided consideration and behavior intent. Survey participants were recruited via online radio ads before the Travelocity campaign started and, then later, while the campaign was running in-market, to collect brand impact data. Responses from both the control group, or pre-wave, and the exposed group were compared to identify ad impact. As a major difference between the pre-campaign control and the exposed groups was exposure to the online radio campaign, differences are largely attributed to the online radio campaign exposure.

Specific results for the campaign demonstrated that online radio advertising positively impacted key brand metrics, lifting brand impression to a 110 index, unaided consideration to a 121 index and behavior intent to a 113 index.(i) The research also showed that the advertising was memorable, as online radio ad awareness scored a 147 index.

"We are big supporters of both digital media as well as radio, and when OMD brought us the opportunity to be one of the first to advertise on online radio, we wanted to do so, but also wanted to gauge its effectiveness. We were pleased to see that all of the metrics we measured were increased after running a campaign and test," said Deborah Italiano, Director of Advertising, Travelocity.

"We are always looking to quantify the effectiveness of our radio investments, and the study commissioned by Ronning Lipset Radio did that for us, in a very efficient, timely manner. There is increasing focus on media accountability, and the results of this study clearly justified the investment in this growing medium," said Natalie Swed Stone, US Director of National Radio Investment, OMD.

"We have been speaking with major agencies and advertisers about the power of online radio and how it can work very much like traditional radio. Advertisers have been asking for radio to prove its power as a medium, and our agency and advertising partners asked us to do the same for online radio. The study that was commissioned for the Travelocity campaign is proof that online radio is a very effective advertising vehicle," said Andy Lipset, Managing Partner, Ronning Lipset Radio.

About Ronning Lipset Radio

Ronning Lipset Radio was formed specifically to help traditional advertisers find and reach the highly qualified and consistently growing number of listeners to online radio. A key element of the company's mission is to "normalize" the use of online radio broadcasters in the traditional mix of media by way of Arbitron ratings data. With affiliates American Online's AOL Radio Network, Yahoo! Music's LAUNCHcast, Live 365 and Microsoft's MSN Radio and Windowsmedia.com, the company represents the largest online broadcasters in the country. With its network, the company is able to showcase an engaged online radio audience whose size is viable in the traditional marketplace. The principals have spent a significant amount of time in the sale and marketing of traditional radio and, later, the online space, which allows them to have a complete understanding of how radio and online marketing come together to meet a marketer's objectives.

About Dynamic Logic

Dynamic Logic is a leading independent research company with expertise in marketing effectiveness. Dynamic Logic's three main product areas are: AdIndex(R) for online advertising, CrossMedia Research(TM) for multi-vehicle campaigns and MarketNorms(R), an advertising effectiveness database. Founded in 1999, the company is headquartered in New York City with offices in Chicago, San Francisco, Los Angeles and London. http://www.dynamiclogic.com/

(i) Source; Dynamic Logic AdIndex, September, 2004. Number of

respondents: 2,079

Source: Ronning Lipset Radio

CONTACT: Beth Silver of Ronning Lipset Radio, +1-212-309-9073,
beth@rlradio.com

Web site: http://www.rlradio.com/
http://www.dynamiclogic.com/

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