RadioGauge ‘to boost ad revenues in the regions’

Trade marketing body the Radio Advertising Bureau is looking to boost regional advertising revenues after extending its advertising effectiveness tool.

The RAB has introduced its RadioGauge service, which provides local and regional radio advertisers outside London with information on the impact of their campaigns.

To support the expansion, the RAB has appointed former mediaedge:cia account director Katherine Dunham to the newly created role of strategy consultant for the nation and regions.

Dunham will be responsible for promoting radio to agencies and advertisers and selling the regional RadioGauge tool, which will be offered to advertisers spending about £40,000 on regional targeted campaigns.

Michael McIntyre, chairman of the regional radio forum, representing radio groups outside of London, says the appointment of Dunham, who has “great experience with agencies and advertisers”, is a “sign of the radio industry’s commitment to advertisers outside of the London market”.

The RAB is looking to extend RadioGauge further, and recently increased the number of slots available. The RadioGauge will be on offer to three existing radio advertisers every week, providing an additional 40-50% coverage for national advertisers.

The RAB says a more frequent service is important in a recession-hit market.

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