Commercial Radio and Audio (CRA) held their third The Audio Edge event in Brisbane yesterday (August 21) showing the results of a radio advertising trial with Dan Murphy’s and Analytic Partners.

The trial saw Dan Murphy’s receive a performance uplift across multiple platforms from radio, including a 19% increase in Out of Home (OOH) results, an 18% boost in TV impact, and a 14% enhancement in online video effectiveness. This cross-channel amplification paired with consistent sonic branding has been on display to current and potential advertisers in Sydney and Melbourne earlier this year, and for McDonalds as well as Dan Murphy’s.

Paul Sinkinson, Managing Director of Analytic Partners said:

“The power of radio lies in its ability to drive synergy across channels. For Dan Murphy’s, the integration of radio improved the results for the other media channels.”

Sam Byrne, Senior Integrated Media Manager at Dan Murphy’s, added:

“Radio played a pivotal role in elevating our brand message across channels. Historically we have used radio for value messages, but using radio for brand has not only supported our campaign’s goals but also strengthened projections for our brand presence in the market moving forward.”

Jo Dick, CRA chief commercial officer, said in conclusion:

“The results from Dan Murphy’s and McDonald’s showcase radio’s distinct advantage in brand campaigns. In today’s crowded media landscape, radio has an unparalleled ability to cut through the noise to deliver enhanced results and an enduring impact.”

Jo has been acting CEO since Ford Ennals‘ resignation in April. Lizzie Young was appointed the new CEO at the end of June, commencing the role on August 7. She attended the Brisbane event saying it was a “full circle moment” after starting her career on the B105 community switchboard 25 years earlier.

You can download The Audio Edge report here: The Audio Edge Playbook.

Pictured at The Audio Edge Brisbane: L-R: Liana Dubois, Tim Blackwell, Matt Okine, Laura Byrne, Alex Dyson