Cross-channel success for another major brand revealed at The Audio Edge

Commercial Radio & Audio (CRA) has revealed the results of a radio advertising trial with Dan Murphy’s and Analytic Partners during The Audio Edge event in Brisbane.

The trial highlighted the significant role brand-focused radio ads played in enhancing the cross-channel impact of Dan Murphy’s latest campaign, “Nobody Beats Dan Murphy’s.”

CRA says Dan Murphy’s saw radio deliver a notable performance uplift across multiple platforms, with a 19% increase in Out of Home (OOH) results, an 18% boost in TV impact, and a 14% enhancement in online video effectiveness.

Sam Byrne, Senior Integrated Media Manager at Dan Murphy’s, says “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.”

Similarly, a recent McDonald’s Australia radio trial saw return on investment (ROI) surge across platforms.

Paul Sinkinson, Managing Director of Analytic Partners says “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.”

 CRA Chief Commercial Officer Jo Dick says “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.”

Access the The Audio Edge Report here.