Recall and response to streaming audio advertising up sharply ...

Inside Radio

As broadcasters strive to convert digital dimes into dollars, they can tout new research demonstrating a dramatic improvement in a pair of metrics important to advertisers: ad recall and response.? It also shows the streaming equivalent of ?button punchers? are more likely to respond to ads.

Nearly six in ten internet radio listeners (58%) recall having seen or heard a web radio ad in the last 30 days, up 12% from last year.?? Of those who remembered an ad, 44% responded to it in some way, up 10% from a year ago.

The findings are from newly released results of a TargetSpot-commissioned study by Parks Associates of 1,000 adult U.S. internet radio listeners in broadband households in January.?? While the most common ad response was visiting the advertiser?s website (20%), responses went beyond the click to include searching online for more information about the advertised product or service (17%) or becoming a fan or clicking ?like? (12%).

?Traditionally, terrestrial radio has always been a high-engagement medium,? Internet Advertising Bureau (IAB) VP Michael Theodore says. ?Digital audio cranks up the volume of engagement, so to speak, and as a result the audience becomes even more involved and engaged. And when content is customized and advertising is targeted, consumer attitudes and behaviors can change dramatically.?

When it comes to getting listeners to respond to web radio advertising, relevance is the name of the game, the study finds.? More than half of listeners who don?t normally click on ads (52%) say a relevant ad might lead them to visit an advertiser?s website later.?? And more than one-third (35%) of consumers who responded to a digital audio ad believe they were personally targeted.

A majority of internet radio listeners don?t mind ads if they think they?ll get back something in return, the study finds.?? Six in ten (59%) like to get coupons, special offers or discounts (59%) while more than half (55%) don?t mind ads as long as they have free access to favorite stations.? Nearly four in ten (37%) are willing to ?like? an ad in order to receive discounts or special promotions for the product/service.? Synchronized display advertising is another big response driver: three in ten (30%) are more likely to respond to an audio ad if there is an accompanying display ad on the web page.

One of the raps against internet radio is that listeners minimize the player after tuning in, making all those synched banner ads and rich media content akin to that proverbial falling tree in the forest that nobody hears. But the study debunks that myth: six in ten web radio listeners (61%) don?t keep the player minimized and 67% indicate they often check the player to see the name of a song or artist.? The act of changing stations frequently results in listeners seeing a new ad message and that appears to be helping improve both ad recall and ad response for webcasters. Listeners who use more than one internet radio site are 14% more likely to recall seeing an ad and 18% more likely to respond to an ad in some way than single-site listeners.??? They?re also far more likely to feel ads are specifically speaking to them:? Nearly 39% of respondents to internet radio ads who listen to multiple stations daily believe they are being targeted by ads, versus 21% of those who listen to only one internet radio station.

With streaming consumption out-pacing monetization, the study could help webcasters turn their upside down business model around.?? It makes the case that the online audio audience is in the purchasing funnel:? 57% say they buy products online while listening and 56% research products for future purchase.? And that they create a ripple effect by sharing with their friends: six in ten visits social networking sites while listening.

While privacy concerns have made digital advertising tricky for some companies, the survey finds consumers are less worried when it comes to internet radio.? Two-thirds of web radio users say they?re comfortable receiving ads based on their personal profiles.? Seven-in-ten say they?re okay with getting ads based on what they?ve listened to.? The study offers a first peek into how listeners feel about sponsor-branded stations, such as iHeartRadio channels for Verizon, NBC and Supercuts.? Not only do listeners say they?re happy to receive branded stations and playlists from advertisers because they value the content, one-third (34%) said they?re more likely to remember an advertiser if the media player has the advertiser?s logo or design, 30% said that branded stations improved their perception of the sponsoring advertiser and 27% said they were more inclined to buy products from the sponsoring brand.

http://insideradio.com/Article.asp?id=2558125&spid=32061

Source: http://www.targetspot.com/2012/12/10/recall-and-response-to-streaming-audio-advertisingup-sharply-study-shows/

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