GPM Radio: less noise, more action!

NAF’9 witnessed a discussion on how radio delivers maximum effectiveness for advertising campaigns amid changing consumer behavior.

At the National Advertising Forum, Yulia Andryushova, Director of Business Communications and Analytics at GPM Radio, GPM Ads expert, shared how radio stations help brands increase awareness and achieve specific results — from expanding their client base to driving sales.

The expert emphasized that this rapidly developing medium easily adapts to different advertiser goals, whether it is boosting awareness or increasing conversions. The speaker also presented case studies that clearly demonstrate the effectiveness of radio advertising.

Radio offers clients a variety of solutions for effective business promotion. Long-term projects, such as “Lots of Money on Autoradio (Mnogo Deneg na Avtoradio)” (the game is now in its 12th season), not only guarantee high audience reach but also provide a valuable database of participant contacts, increasing in number every year. Unique mechanics drive traffic to partner websites and spark interest in their products.

Seasonal offers take into account the target audience’s preferences, and clients are eager to integrate into such projects, strengthening their market position thanks to loyal listeners. For example, the national campaign Summer SWING on Humor FM quickly boosted non-food category sales for the partner by 17% and increased brand awareness by 15%1.

You can tell your brand’s story natively in the format of a multi-episode advertising audio series.

The effectiveness of radio advertising is measured using econometric models, with data collected by broadcasters across all digital broadcast distribution resources — on websites, in mobile apps, and smart speakers. A relatively new tool for radio, BRAND LIFT, has already been tried by many advertisers. It allows to measure key metrics, and GPM Ads often uses it to evaluate advertising campaigns on GPM Radio stations. The Holding also has its own mechanisms for collecting online audience data: these studies provide valuable information on reach, frequency, and listening duration. The industry actively uses Big Data — metadata shows what the audience pays attention to and how they interact with content.

The presentation took place as part of the NAF session “Less Noise, More Action: How to Choose the Most Effective Communication Channels”. GPM Radio and GPM Ads are part of Gazprom-Media Holding.

1 Brand Pulse 2025, Mediascope. Russia 100k+, 14–64. Listening to Humor FM radio station. non-food — omnichannel campaign on digital TV in Moscow and St. Petersburg + national radio advertising.

2 Analytical Department of GPM Radio.