New data from Quu suggests that in-car visual radio advertisements have a palpable impact on the intent to purchase by those viewing the ads on in-dash infotainment systems.
The data shows that 83% of consumers pay attention to what’s on the screen while listening to broadcast radio. An additional 57% said the messages displayed by those infotainment systems had a stronger brand recall of advertiser slogans.
Furthermore, 89% said their purchase intent grew due to visual advertising on in-car radios. 50% said they were more familiar with brands that had visual radio ads, while 58% had a higher favorability of those same brands.
“Combining radio’s most connected and loyal audiences with the power of a Visual Quu on screen generated a huge lift in brand equity for advertisers across the entire marketing funnel,” said Quu CEO Steve Newberry. “This study confirms that visuals displayed on dashboard screens move consumers from awareness to action.”
“This research sends a strong message to advertisers, especially national brands, that visuals displayed on the radio dramatically increase purchase consideration, intent, and usage,” said QuuVN Executive Vice President Sam Rogers. “Brands have a powerful opportunity to supercharge campaigns by adding visual radio ads to their media mix.”
The data from Quu came from a survey of more than 1,200 respondents in conjunction with Quantilope. The project — which featured survey participants listening to 374 radio stations in 75 United States markets — utilized Quu’s Content Partnership sponsorship, which is available nationally through the Quu Visual Network.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
