2018 ARF Presentation: Radio Drives Search!

posted in: Events | 0


Tammy Greenberg, Phillipe Generali and Alice Sylvester presented an econometric analysis of the impact of radio ads on Google search data at the ARF conference on March 27th. Working with In4mation Insights, Sequent Partners and Media Monitors we studied 8 advertising campaigns across a variety of categories.  The results demonstrate that radio can play a role in increasing upper-funnel metrics and driving search.

Radio Drives Search Executive Summary[1]