“It is tempting to assume that we have listeners by the ears because they can’t skip radio… but our listeners will still skip ads mentally if the creative is not good enough.

“Radio advertising is not about spots on air, it is about communication,” says Ralph van Dijk from Eardrum.

Ralph urges stations to make ads that will make their listeners go from “passive hearing to active listening.”

When the IAB Australia's Audio Council went looking for a cross-platform audio-advertising campaign to demonstrate what best practice sounds like, they couldn’t find one.

So the Audio Council, and the team at Eardrum, an Audio Council member, went about creating their own example. They related the experience at last week's IAB MeasureUp Conference.

Today the Hit Network launched a commissioned research study titled Commonalities and Complexities: A Study of Her. 
 
As the rise of the female consumer power and influence continues to grow, What Women Want is a topic that will continue to challenge, mystify, excite and inspire marketers.
 
This study provides a robust understanding of four key female consumer segments and how you can market to women, both collectively and specifically, in unique and innovative ways.
 

Eardrum’s Ralph van Dijk was another of a large contingent of Aussies (and adopted Aussies) sharing knowledge from Down Under at this year’s Radio Days.
 
At the conference, van Dijk suggested that Radio Creatives should try to spot mistakes and weaknesses in actual ad breaks and conceive ways of improving them.
 
Another important factor is the brief that the creative gets from the sales person. “It’s all about the brief,” he said, outlining the important elements that should be in a creative brief:
 

Eardrum Australia has been named Radio and Audio Company of the Year for the third year running at the 30th London International Advertising Awards.

Commercial Radio Australia (CRA) and Sony have teamed up for Mother's Day by offering a bonus offer on DAB+ digital radios.

A radio campaign directed by Eardrum Australia has been named the ‘World’s Best’ in the 2014 Big Won Rankings.
 
The Commercial Insurance commercials made for Impact BBDO were declared No.1, and No.2 in the individual ad category, and No.1 in the campaign category.
 
The Big Won Rankings take the winners from every international and regional award show to establish the most comprehensive ‘best of’ list in the world.
 
The win means Eardrum go one step further than 2013, when another of their campaigns was named No.2 in the world.