The Independent Broadcasters of Ireland (IBI) and RTÉ Radio have jointly launched RadioGAUGE, a groundbreaking advertising measurement tool for media buyers and advertisers. For the first time, using RadioGAUGE, advertisers and media buyers will be able to measure the effectiveness of their advertisement as well as the impact of creativity on a campaign’s success.
RadioGAUGE was piloted by RTÉ Radio and the IBI with a number of advertising agencies during 2011 and the success of this pilot sees RTÉ Radio and the IBI invest over €100,000 in launching RadioGAUGE in Ireland. RadioGAUGE is a significant investment by the entire radio industry and radio broadcasters in Ireland are leading the way in working with advertisers to help them improve the creativity and effectiveness of their advertising
Scott Williams, Chairman of the IBI said; “This is probably the most significant collaboration between Independent Broadcasters and RTÉ Radio. Our investment in this project is testament to the confidence we have in the effectiveness of radio as an advertising medium. RadioGAUGE will not only help advertisers measure the effectiveness of existing campaigns it will also help advertisers understand the factors that contribute to effective radio creativity, thus improving the results of future advertising campaigns”.
Antony Whittall, Commercial Director for RTÉ Radio said: “We can now measure the performance of radio campaigns for those who use our medium as an integral part of their marketing activity. In addition RadioGAUGE measures the strength of that radio campaign’s creative execution and can give feedback to all those brands that take part. We believe the accountability provided by RadioGAUGE will be welcomed by advertisers and media buyers who are under pressure to demonstrate value for every euro spent on advertising.”
According to Williams and Whittall, radio advertising allows brands to develop a ‘personality’ creating more effective engagement between the brand and its customers. The ability to measure the effectiveness of the creative approach in a radio commercial is an important value proposition of RadioGAUGE.
RadioGAUGE is fast becoming the global standard for measuring radio advertising effectiveness. It has been operating very successfully in the United Kingdom for the past five years where, in 2010 it was credited by the Radio Advertising Bureau with increasing radio advertising spend for the first time in four years. It is also used in South Africa, Germany, Canada and now Ireland, as well as an ongoing pilot in Finland.
RTÉ Radio and the IBI have worked together successfully on a number of ‘Choose Radio’ projects over the past few year, promoting radio to the media industry. RadioGAUGE takes this partnership to a new level.