Client:
Global Radio

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Global Radio tasked us with comparing the effectiveness of its radio and DAX offerings for advertisers.

First Choice ran an advertising campaign with Global across both its radio and DAX services. Whilst the radio commercial consisted of a single execution, the DAX advert was programmatic – dynamically changing depending on factors such as where listeners lived and the time of day the adverts were aired. First Choice was keen to understand how the campaign impacted its brand KPIs, and whether or not the DAX/programmatic element of the campaign helped to improve results even further.

“This methodology, when coupled with a brand KPI survey, allowed us to isolate and test the ‘DAX effect’.”

We carried out quantitative research online, across three different test and control groups:

1. Those who were not exposed to the campaign
2. Those who were exposed to the radio campaign only
3. Those who were exposed to the radio and DAX campaign elements.

This methodology, when coupled with a brand KPI survey, allowed us to isolate and test the ‘DAX effect’.

The results showed that the dynamic DAX activity worked well alongside the radio campaign. As well as increasing campaign reach, the DAX activity helped to drive top-of-mind awareness, perceptions and consideration of First Choice to even higher levels.

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