Using Outdoor with Radio
Whilst there is a widely held belief based on their complementary functional media characteristics that outdoor and radio make a highly effective pairing, there is very little understanding about how the combination works from a deeper communication perspective.
To help build further insight into this area, the OAA and RAB jointly funded new research into how the media combine from a deeper communication perspective.
Summary of findings
- Outdoor and radio generate higher levels of frequency, delivering multiple executions to consumers operating in different mindsets. These factors facilitate the creation of new brand associations faster than one message or medium alone.
- These effects are enhanced by the high levels of implicit learning across these media, enabling brand messages to be more directly absorbed into long term memory.
- Ultimately, outdoor and radio combined are able to accelerate the process of hardwiring new brand memories into the brain.
For further information please contact Alan James at the OAA on 020 7973 0315 or e-mail him at ajames@oaa.org.uk