Advertising Amplified

Radiocentre
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  • Marketing
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Want to boost the impact of your marketing campaigns? The “Advertising Amplified” podcast series from Radiocentre in the UK is your essential guide to using radio and audio advertising to do just that. Join host Omar Oakes across the six-part series as we explore the power of audio. You’ll hear insightful discussions with industry experts, covering topics like the evolving UK audio landscape, the role of emotion and music in campaigns, and the growing influence of AI on both creative execution and strategic media planning. Discover how radio’s extensive reach and proven effectiveness can help you speak directly to your audience and amplify the impact of your advertising. About Radiocentre Radiocentre is the industry body for commercial radio in the UK. We work on behalf of more than 50 stakeholders who represent over 90 per cent of commercial radio in terms of listening and revenue. Our remit also encompasses all kinds of broadcaster-owned and operated audio, including podcasts and on-demand streaming services provided by commercial radio. Our mission is to get industry influencers and decision-makers to See Radio Differently. www.radiocentre.org X (Twitter): @Radiocentre LinkedIn: @Radiocentre

Episodes

  1. Oct 15

    Growth Amplified: Can advertising get its effectiveness back?

    Recorded live at Radiocentre’s Tuning In conference in London, this episode of Advertising Amplified explores the state of marketing effectiveness today, what really drives growth and how audio can help deliver better results for brands. Host Omar Oakes is joined by effectiveness expert Les Binet, System1’s Andrew Tindall, and Advertising Association president and former CEO of Allwyn UK, Andria Vidler, to discuss why the pursuit of ever-greater efficiency may be constraining effectiveness, the pressures on marketing budgets, and what can be done to turn things around. The panel discuss why scale matters for brands of all sizes, the growing importance of trust, the value of credible brand-safe media, and why creativity and consistency are more important than chasing viral moments. They also speak about the authenticity and strong listener connections that are distinctive to audio, and whether the rise of AI will help or hinder the future of media planning. Links Les Binet: Go Big or Go Home: https://www.youtube.com/watch?v=4FWT8wcKk5w Andrew Tindall: Audio: The Secret to Profit and Trust: https://www.youtube.com/watch?v=6f0-leL0Og0 Highlights 01:11 Why Ads Lose Effectiveness 02:26 Budget Control and CFO Language 04:06 Boardroom Confidence and Innovation 05:39 Lottery Case Study in Audio 12:52 Proving Value Inside Companies 14:06 Going Big for Small Brands 16:38 Challenger Brands Debate 21:25 Helping SMEs Do It Right 23:28 Trust Becomes the KPI

  2. Mar 10

    The Performance Multiplier: How radio amplifies performance marketing

    This episode of Advertising Amplified explores why radio is often overlooked in performance marketing and how it can help brands break through performance plateaus. Host Omar Oakes is joined by Radiocentre’s Head of Insight Donna Burns and Goodstuff’s Group Audio Director Jess Bernard to unpack Radiocentre’s Performance Multiplier research. This finds that traditional attribution models undervalue radio’s impact by 92% due to delayed response and attribution blind spots. Using regression modelling, the study shows that radio boosts daily web sessions by 16% on average, with full web response potential peaking around 21 hours after an ad airs. The conversation highlights radio’s role in driving direct traffic, amplifying search and digital efficiency, and the importance of consistent, distinctive audio brand assets and sufficient reach and budget. See the Performance Multiplier results here: https://www.radiocentre.org/radio-the-performance-multiplier/ Highlights 00:54 Why radio gets ignored 02:59 Breaking brand performance silos 04:24 Attribution blind spot explained 05:55 Jet2 moment of truth 11:38 The 92 percent undervaluation 13:56 The 21 hour lag effect 16:20 Planning and proving impact 20:53 Trust habit and mental availability 22:14 16 percent web lift multiplier 25:04 Direct traffic and ai disruption 27:57 Creative consistency that converts 31:40 Budget reach and what to change 33:03 Key takeaways

  3. Jan 7

    Strike a chord: the power of music in advertising

    In this episode of Advertising Amplified, we explore the powerful yet often misunderstood role of music in advertising. Industry experts Al Young, Chief Creative Officer at St. Luke's, and Dan McGrath, Creative Director at Bounce UK, tell Omar Oakes about the deep psychological impact of music on brand recognition and emotional connection. The discussion covers the history and significance of jingles, the difference between sonic branding and traditional jingles, and the practical challenges and opportunities of integrating music into multi-platform campaigns. We also touch on the evolving role of AI in music creation and how it might influence the future of audio advertising. The episode underscores the importance of music as a long-term brand asset and offers insights into how agencies can effectively leverage this powerful tool in their marketing strategies. 00:56 The Secret Weapon: Music in Advertising 02:03 Why Music Matters in Advertising 03:11 The Impact of Jingles and Sonic Logos 03:45 The Cost and Value of Music in Advertising 05:11 Creating Memorable Music for Brands 07:53 Sonic Branding vs. Jingles 13:05 Bridging Creativity and Client Needs 17:14 Brands and Music Ownership 17:58 The Role of Music Across Platforms 19:11 Consistency in Music Branding 19:36 The Power of Audio Signatures 22:40 The Impact of AI on Music Production 28:15 The Future of Music in Brand Building

  4. 11/04/2025

    Audio Gets Smarter: How AI Is Transforming Sound and Strategy

    In this episode of 'Advertising Amplified,' we look at the evolving role of AI in audio advertising.  We examine AI's influence on voice cloning, media planning, creative personalisation, and its capacity to engage smaller businesses. While AI offers creative and operational benefits, the conversation emphasises the critical need to maintain trust, authenticity, and human oversight.  With the help of industry experts George Butler (Co-host of the AI Haven’t a Clue podcast and Head of Commercial Marketing at Bauer Media), MG OMD’s Head of Planning Flora Williams, and Radiocentre’s Steve McGoldrick, host Omar Oakes explores both the potential and the pitfalls of integrating AI technologies in audio advertising and underscores the importance of retaining a human touch in creative processes. Highlights 01:07 The Impact of AI on Audio Advertising 02:26 AI's Influence on Media and Advertising 05:20 The Future of AI in Audio Advertising 08:18 AI and Personalisation in Advertising 09:37 Challenges and Opportunities with AI 13:52 The Importance of Trust in AI 21:28 AI in Media Planning and Buying 26:03 Speculations on the Future of AI

  5. 10/07/2025

    Listen up!: The defining role of emotion in effective audio advertising

    In this episode of Advertising Amplified, System1’s Andrew Tindall and Radiocentre’s Head of Insight Donna Burns talk to Omar Oakes about the significant role of emotion in audio advertising. The discussion highlights findings from the Listen Up! study, revealing that radio is as effective as television in creating long-term brand impact. The episode delves into the importance of emotionally engaging ads, using right-brain creative features like music, storytelling, and distinctive characters. Key takeaways include the benefits of consistency, branding early and often, and creating memorable, emotionally-charged ads to influence long-term behaviour. Highlights 00:41 The Power of Emotion in Audio Advertising 01:06 Insights from the Listen Up! Study 01:57 The Impact of Audio Environments 02:54 Research Findings on Radio and TV 03:46 The Importance of Emotional Response 06:19 Sonic Branding and Distinctive Assets 14:22 The Right Brain vs. Left Brain Approach 18:15 Best Practices for Effective Audio Ads 28:47 The Role of Music and Consistency 31:05 Building Brand Trust in Radio 32:48 Conclusion and Key Takeaways Read Listen Up! here: https://www.radiocentre.org/our-research/listen-up/

  6. 08/28/2025

    Speed of Sound: How Digital Innovation is Accelerating Audio Advertising

    In the first episode of a new series from Radiocentre, we explore the scale, sophistication, and effectiveness of UK commercial audio – a platform which now reaches 76% of UK adults every week, with commercial broadcasters providing access to c.90% of listening hours.  Host Omar Oakes is joined by Matt Payton, CEO of Radiocentre, Faye Trinquart, Strategy Director at Global’s DAX Audio, and Tom Coare, Head of Audio at OMD UK. Together, they discuss the growth of audio audiences, the integration of broadcast and digital audio and its ability to deliver bigger effects for advertisers, and ways the industry is meeting advertisers’ demand for effectiveness data and actionable insights. The episode highlights Radiocentre’s Speed of Sound report, which offers a comprehensive look at the UK commercial audio market, and provides advertisers with practical strategies for boosting the impact of their advertising campaigns with audio.  Highlights 01:26 The Speed of Sound Report 02:13 The State of the UK Audio Market 02:37 The Role of Broadcasters in Audio 07:00 Blending Broadcast and Digital Audio 09:45 Planning and Targeting in Audio Advertising 22:38 Effectiveness and Measurement in Audio 26:47 Practical Advice for Advertisers Read the full Speed of Sound report here: https://www.radiocentre.org/our-research/speed-of-sound/

  • 6 Episodes

About

Want to boost the impact of your marketing campaigns? The “Advertising Amplified” podcast series from Radiocentre in the UK is your essential guide to using radio and audio advertising to do just that. Join host Omar Oakes across the six-part series as we explore the power of audio. You’ll hear insightful discussions with industry experts, covering topics like the evolving UK audio landscape, the role of emotion and music in campaigns, and the growing influence of AI on both creative execution and strategic media planning. Discover how radio’s extensive reach and proven effectiveness can help you speak directly to your audience and amplify the impact of your advertising. About Radiocentre Radiocentre is the industry body for commercial radio in the UK. We work on behalf of more than 50 stakeholders who represent over 90 per cent of commercial radio in terms of listening and revenue. Our remit also encompasses all kinds of broadcaster-owned and operated audio, including podcasts and on-demand streaming services provided by commercial radio. Our mission is to get industry influencers and decision-makers to See Radio Differently. www.radiocentre.org X (Twitter): @Radiocentre LinkedIn: @Radiocentre

Information

  • Creator
    Radiocentre
  • Years Active
    2025 - 2026
  • Episodes
    6
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 Radiocentre
  • Show Website
    Advertising Amplified