egta collections: TV & radio promotion

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Laboratoire Sonore: the

science of sound

aboratoire Sonore was created

by IP France in 1998, and it is

dedicated to the analysis of radio

advertising creativity and trends.

The Laboratoire is a manifestation of

the expertise IP has developed and

shared with its clients over some 20

years as a leading radio sales house.

As a platform to help advertisers

leverage their radio advertising to

maximum effect by finding the right

voice for their brands and increasing

their

understanding

what

contributes to ad effectiveness, the

Laboratoire is a unique resource on

the French market, and one that

draws on IP’s long experience in the

medium.

The Laboratoire Sonore is now

fronted by a Tumblr blog, launched

in 2015, which features a design

similar to a conventional website

and is based around five main

content sections. Visitors can find

examples and case studies of the

most creative radio spots in France,

as well as advice on the different

creative methods and techniques

that can be used to make effective

radio campaigns. The site also

showcases the work of IP France’s

spot production studio partners.

Laboratoire Sonore enriches the

knowledge of radio advertising

copywriters and producers, giving

inspiration and new ideas. With

radio remaining a medium that all

too often suffers from advertising of

an underwhelming quality, all efforts

to produce and showcase spots that

sound better and that deliver greater

results for advertisers are essential

to support higher investments in the

medium.

Radiocentre: a compre-

hensive toolkit for radio

advertising

he UK’s Radiocentre has

developed a portfolio of useful

tools for advertising professionals,

targeted at creativity, effectiveness

and planning. Easy to use and

attractively packaged, these tools

are designed to help marketers and

creatives use radio more effectively.

Radiocentre’s Ads database is

a vast repository of more than

25,000 radio spots, which can be

searched by brand, sector or year.

A section titled Inspiration offers

curated playlists, such as the best

performing spots as measured by

Radiocentre’s radioGAUGE ongoing

research, a selection of favourites

from the trade magazine Campaign,

and inspiration for FMCG, retail and

automotive. Award winning spots

and creative agency showreels can

also be found on the platform.

A separate tool called Radio

adfinder allows the visitor to search

for ads with particular creative

characteristics. This could include

the use of celebrity voices, humour,

audiobranding, different types of call

to action or campaign objectives, for

example.

The organisation also offers tools to

predict the ROI of a media campaign

by adjusting budget allocation

between different media, to identify

the geographical coverage of the

UK’s commercial radio stations,

and Snapshots – a data-informed

behavioural planning tool.

acknowledgements

egta extends its thanks to the

individuals and companies that

supported this publication. This

collection has only been made

possible through the contributions

of: Melissa Adriaensens (SBS),

Maxime Andre (IP), Laura Baehr

(Thinktv), Mark Barber (Radiocentre),

Clare Bowen (Radiocentre), Elien

Decommer (VAR), Bas de Vos (SKO),

Uwe Domke (RMS), Uschi Durant

(Screenforce), Erica Farber (RAB),

Liedewij Hentenaar (RAB), Juliane

Henze (Radiozentrale), Mike Hill

(Radioplayer), Jan Isenbart (egta),

Carine Jean-Jean (IP-Network SA),

Leah Kamon (RAB), Martin Krapf

(Screenforce), Andreas Kühner

(Screenforce), Grit Leithäuser

(Radiozentrale), Johannes Liel

(RMS), Jacob Lovén (IAB Sweden),

Virginie Mary (SNPTV), Franz

Prenner (ORF), Doris Ragetté (RMS

Austria), Suzanne Rebel (One Media

Sales), Olaf Schlesiger (SevenOne

Media), Steve Van den Audenaerde

(IP Radio), Joe Tirinato (TVB),

Cécile Trachsel (swiss radioworld),

Irma Treur (RAB), Simon Tunstill

(Thinkbox), Michel van der Voort

(Screenforce).