Commercial Radio Australia (CRA) is touting the results of a recent radio advertising trial conducted in partnership with Dan Murphy's and Analytic Partners. The radio industry body claimed the trial underscored the significant role that brand-focused radio ads can play in boosting the cross-channel impact of a campaign.

"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," said Senior Integrated Media Manager at Dan Murphy's, Sam Byrne.

In this case, the trial was centred around Dan Murphy's latest campaign, 'Nobody Beats Dan Murphy's.' The campaign saw radio deliver a notable performance uplift across multiple platforms. Specifically, there was a 19% increase in Out of Home (OOH) results, an 18% boost in TV impact, and a 14% enhancement in online video effectiveness.

"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," said Managing Director of Analytic Partners, Paul Sinkinson.

The success of the trial mirrors the impact seen in McDonald's Australia's recent radio trial, where return on investment (ROI) surged across platforms - TV by 14%, social media by 12%, and online video by 3%.

"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," said CRA's chief commercial officer, Jo Dick.