Quu Visual Radio Ads Boost Purchase Intent by 89%

RADIO ONLINE | Monday, July 14, 2025 | 2:15pm CT

Cumulus Media and Westwood One

New research finds that in-dash visuals synced with AM/FM radio ads can dramatically increase purchase intent and brand engagement, offering a new frontier for audio advertising. In this week's Cumulus Media | Westwood One Audio Active Group blog, studies from Quantilope and System1/JCDecaux examine the impact of visual AM/FM radio ads and offer best practices to enhance campaign effect.

In-dash visual ads -- powered by Quu and displayed on vehicle infotainment screens -- can boost consumer purchase intent by 89% when paired with AM/FM radio ads. The study, which tested campaigns from six national brands across 75 U.S. markets, found that listeners exposed to these synchronized visuals showed significantly higher awareness, consideration, and intent to purchase compared to those who only heard the audio.

The research reflects growing industry efforts to adapt to the blurred lines between audio and visual media, where traditional radio now competes in a landscape shaped by podcasts with video, audio streaming apps, and video-first digital platforms.

Importantly, 83% of drivers report paying attention to their vehicle's infotainment screen while listening to the radio -- an untapped opportunity for advertisers to reinforce their messages with visual cues.

Complementing these findings, a separate global study by System1 and outdoor advertising giant JCDecaux offers a roadmap for making visual creative more effective. Though designed for out-of-home advertising like billboards, the best practices can be directly applied to visual radio campaigns.

Key recommendations include:

• Brand fast: Place logos at the top of the visual frame for 4X greater brand recognition.

• Keep it short: Fewer words increase recall and engagement.

• Stay consistent: Use familiar logos, slogans, and colors to enhance recognition across platforms.

• Spark emotion: Ads that evoke happiness, humor, or surprise generate stronger brand associations and drive measurable business results.

• Design for two-second impact: Most viewers give visual ads just two seconds of attention -- so early branding and simplicity are key.

System1's data also found that 50% of global out-of-home ads fail to generate brand recognition, often due to cluttered or emotionless creative. The takeaway for radio advertisers is clear: audio-visual integration must be both strategic and emotionally engaging to be effective.

Experts say embracing these principles doesn't just improve creative -- it drives business. "The difference between average and excellent creative execution isn't just awards," the System1/JCDecaux study concludes. "It's demonstrable business growth."

Read the entire blog post here.