IN BRIEF

RADIO People are six times more likely to go to an advertiser's website if they have heard the ad on radio, according to research by Colmar Brunton, released by Commercial Radio Australia. The research showed that radio advertising has an immediate effect on people's digital activity, with more than three-quarters of those exposed to advertising visiting a website or Facebook page or searching for the brand online within 24 hours. Commercial Radio Australia chief executive Joan Warner said the ...

By InvestSMART · 25 May 2012

By InvestSMART ·
25 May 2012

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IAB Interactive Advertising Bureau chief executive Paul Fisher has extended his contract and will remain in the role until at least June 2014. Mr Fisher, previously national sales director at News Digital Media, was appointed the inaugural chief executive of the IAB in 2008. He has overseen many projects, including the establishment of four industry councils that standardised online audience measurement.

BULLA Bulla Dairy Foods has appointed Helen Reece as general manager, marketing & innovation. Before joining Bulla, Ms Reece worked for National Foods for nine years. Bulla chief executive Reg Weine said: "We are very pleased to have appointed such a high-calibre executive to this critical role. Helen brings to Bulla a demonstrable track record of building teams and brands as well as deep understanding of our categories, channels and customers."

GROUP BUYING An offer for cheap Pizza Hut pizza by group buying site LivingSocial has become Australia's most successful group buying deal. The offer saw 163,093 $2 Pizza Mia's sold over seven days on LivingSocial Australia's website. The result is also the largest fast-food group buying deal in Australia. Adam Rigby, executive general manager of LivingSocial Australia and New Zealand, said: "LivingSocial's Pizza Hut deal was so compelling that Australians opened their wallets."

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Frequently Asked Questions about this Article…

How effective is radio advertising at driving online activity?

Research by Colmar Brunton released by Commercial Radio Australia found radio ads are highly effective online drivers — people who hear a radio ad are six times more likely to visit the advertiser's website, and more than three-quarters of those exposed visit a website, Facebook page or search for the brand within 24 hours.

What does the Colmar Brunton study mean for advertisers and digital marketing?

The study shows a close connection between radio and online engagement: radio advertising can produce immediate digital responses (website visits, social page views, search activity), so advertisers should consider integrating radio into digital marketing plans to boost short-term online traffic.

Who is Paul Fisher and why does his contract extension at IAB matter to investors in digital media?

Paul Fisher is the inaugural chief executive of the Interactive Advertising Bureau (IAB), appointed in 2008. His contract was extended through at least June 2014. For investors, his continued leadership signals stability at the IAB, which plays a role in industry standards and online advertising practices.

What has Paul Fisher achieved at the IAB that impacts online audience measurement?

Paul Fisher oversaw projects including the establishment of four industry councils that standardised online audience measurement, which helps create more reliable and consistent metrics for advertisers and investors evaluating digital audiences.

What recent executive change occurred at Bulla Dairy Foods and what experience does the new hire bring?

Bulla Dairy Foods appointed Helen Reece as general manager, marketing & innovation. She joins from National Foods where she worked for nine years, bringing experience in building teams and brands within dairy categories and channels, according to Bulla CEO Reg Weine.

Why might investors care about Bulla hiring a new marketing and innovation GM?

A senior marketing and innovation appointment can signal a focus on brand growth and product development. Helen Reece’s track record in building teams and brands suggests Bulla is investing in category, channel and customer strategies that could influence future sales and market position.

What happened with LivingSocial's Pizza Hut group-buying deal in Australia?

LivingSocial’s Pizza Hut offer became Australia’s most successful group-buying deal: 163,093 $2 Pizza Mia pizzas were sold in seven days on LivingSocial Australia’s website, making it the largest fast-food group-buying deal in the country.

What does the LivingSocial Pizza Hut result tell everyday investors about group-buying and consumer demand?

The scale of the Pizza Hut deal indicates strong consumer appetite for heavily discounted, time-limited offers and demonstrates how group-buying platforms can quickly generate high-volume sales. For investors, it highlights consumer responsiveness to price-led promotions and the potential reach of daily-deal sites.