Radio and online industries partner to promote advertising
Howard Lake | 20 July 2005 | News
While online advertising overtook commercial radio advertising in terms of turnover in 2004, the two media’s industry groups are collaborating on a joint promotion of both platforms.
The collaboration follows research that found that one in five online users listen to the radio while they are online. Furthermore, 59% researched products or services online after hearing about them on the radio.
The Radio Advertising Bureau and the Internet Advertising Bureau are looking for an advertiser to test the findings of this report. The author of the RAB report, Mark Barber, told The Guardian that you have an mmediate closure of the gap between the communication and the purchase with a combined radio and Internet advertising campaign.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.