University sees the combined marketing power of a digital and radio advertising campaign

Published on
October 25, 2024
Contributors
Vici Team

Vici is a full-service digital advertising technology company. We specialize in white labeled solutions for media groups and advertising agencies including sales training, media planning, online ad buying, reporting, and optimization of campaigns. We do this by utilizing a multi-platform approach to digital advertising with best-in-class partner support.

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The Power of Integration: Testing Digital and Radio Advertising Together

At Vici Media, we’re always exploring innovative ways to enhance our clients’ marketing strategies. Recently, we decided to test a hypothesis: would a targeted digital campaign combined with a radio advertising schedule outperform standalone digital or radio campaigns? What better partner for this experiment than a university?

The Strategy

To put our theory to the test, we set up two retargeting campaigns, each targeting the same audience with equal impressions—approximately 50,000 to 60,000 per week.

  1. Digital-Only Campaign: This retargeting effort focused solely on digital impressions, aiming to engage users online.
  2. Integrated Campaign: This version combined the digital retargeting with a robust radio advertising schedule, enhancing the overall reach and engagement.

The Results

The outcomes were compelling. The digital-only retargeting campaign achieved a respectable 0.08% click-through rate (CTR). In contrast, the integrated campaign, which included the radio ads, soared to an impressive 0.23% CTR. That’s a staggering 287% increase in engagement!

Conclusion

This experiment highlights the undeniable impact of integrating traditional and digital marketing strategies. By combining the strengths of both mediums, we not only boosted click-through rates but also enhanced overall brand awareness and audience engagement.

If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions.

For more information, email support@vicimediainc.com.

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