Improving the Effectiveness оf Radio Advertising Campaigns вy Integrating Digital Monitoring Tools

Abstract

The article discusses the method of increasing the effectiveness of advertising campaigns on the radio through by integrating digital monitoring tools. A methodology for evaluating the effectiveness of an advertising campaign on the radio based on the analysis of the linear regression model coefficients is proposed. The advertiser’s web application traffic, which directly affects the sales volume, is used as a target variable. The investments in various advertising channels for a certain period of time is considered as factors influencing the target variable. A structural model of an advertising campaign is presented. As a result of the research, an advertising system was implemented in the form of a web application (radioskidki.ru), which allows the integration of Internet and radio advertising channels. Traffic measurements were carried out over a time interval of 1 month with sampling in one day. The analysis of the measurement results proved the effectiveness of the proposed methodology and the developed tool. Thus, the proposed technique allows to generate additional web application traffic, and thereby increase the effectiveness of advertising campaigns on the radio.