The annual India Radio Forum conference was held on Friday in Mumbai and featured sessions by some of the leading media practitioners.

They shared insights about developments in the radio industry and their relevance for audience and advertisers.

As advertisers and agencies are more challenged to achieving their ROI and sales goals due to the increasingly diversified media landscape and extraneous market challenges, these issues are creating a shift in planning strategies.

Gaurav Mehta, Chief Marketing Officer of OLX South Asia, focused on using analytics to understand the contribution of Radio spend to business in a session titled ‘Measuring ROI For Radio’.

Describing sales growth as the biggest challenge faced by advertisers, he quoted marketing as a “curiosity that has to be answered by data analysis and instinct”.

Mehta disclosed that their company’s strategy for advertising on radio was to go regional; backed with thorough research and user study.

To illustrate the pint, he gave an example of getting higher ROI from markets including a few non-metro cities while it was lesser from metros like Mumbai and Bangalore, where they expected it to be higher.