Upload
rtc
View
1.623
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Dii presents this overview of internet radio, the behaviors and interactions of its audience, and key takeaways on what marketers can learn.
Citation preview
Internet Radio for MarketersUnderstanding a new era of music listening
Remy Wainfeld
Intern, Digital Integration & Innovation
2rtcrm proprietary and confidential
Growth of Online Radio
2001 2006 2011
5%
12%
22%
% of people who have listened to online radio within the past week
*US population, ages 12+
3rtcrm proprietary and confidential
Internet-Only Radio versus Online Radio
Online Radio
Internet-only radio stations
AM/FM broadcast streams
4rtcrm proprietary and confidential
Internet Radio
How do people listen to internet radio?
6rtcrm proprietary and confidential
Listening Platforms
96% listen on a desktop/laptop
computer
15% listen on a tablet
45% listen on a mobile/
smartphone
7rtcrm proprietary and confidential
Browser Platforms
8rtcrm proprietary and confidential
Application Platforms
9rtcrm proprietary and confidential
Mobile Platforms
Who listens to internet radio?
11rtcrm proprietary and confidential
Listenership’s Demographics
12-1710%
18-24
15%
25-34
27%
35-44
16%
45-54
20%
55-64
10%
65+2%
Female45%
Male55%
By Gender By Age Group
12rtcrm proprietary and confidential
Meet Michael
13rtcrm proprietary and confidential
Meet Lauren
14rtcrm proprietary and confidential
Listeners are Influencers
• I tell my friends, family, or co-workers about new products or services that I’m happy with.64%
• My friends, family, or co-workers ask me for advice on the latest technology.51%
• My friends, family, or co-workers usually want my opinion on what type of products they should buy.46%
• My friends, family, or co-workers come to me for recommendations on restaurants, travel, etc.44%
• I maintain and update a personal or work-related blog on a regular basis.25%
How do listeners interact with internet radio?
16rtcrm proprietary and confidential
Listening Behaviors
Click on ads
Always try new internet radio stations
Often look at the media player to see the name of the song/artist
Don't keep player minimized throughout listening session
Listen to different stations based on my mood
28%
34%
46%
59%
61%
17rtcrm proprietary and confidential
Social Behaviors
Link profile to social networks
Look at what others are listening to
Review station recommendation lists
Recommend a station, artist/band, or song
Rate songs
29%
32%
35%
38%
42%
How can marketers take advantage of this platform?
19rtcrm proprietary and confidential
Audio Ads
• :15, :30, or :60 second spots
20rtcrm proprietary and confidential
Synched Banner
21rtcrm proprietary and confidential
Pre-Roll Audio/Video
22rtcrm proprietary and confidential
In-Player
23rtcrm proprietary and confidential
Increased Customer Engagement
52% of people recall and internet-radio ad
40% of people respond to an internet-radio ad
24rtcrm proprietary and confidential
Costumer Engagement Comparison
Called for information
Sent email/text to company
Became a fan on a social network site
Purchased product/service online
Purchased product/service-retail store
Searched for more information online
Visited advertiser's website
5%
5%
6%
8%
10%
15%
18%
1%
1%
1%
3%
4%
8%
11%
Internet users Online radio listeners
*US population, ages 18+
25rtcrm proprietary and confidential
Targeted Advertising
• Registration data• IP targeting
Geographic
• Registration data• Type of audio content
that the internet-only radio station delivers
Demographic/
Contextual
26rtcrm proprietary and confidential
Metrics
Average Quarter Hour (AQH)• The average number of persons listening to a particular station for at least five
minutes during a 15-minute period
Average Active Sessions (AAS)• The average number of streams of one minute or longer that are active within a time
period
Session Starts (SS)• The number of streams of one minute or longer that are started within a time period
Average Time Spent Listening (ATSL)• The average number of hours for each session lasting longer than one minute within a
time period
TSL (Time Spent Listening)• The amount of Time Spent Listening before changing the station/stream or closing the
online audio program
Unique listeners
Ad impressions and Interactions
27rtcrm proprietary and confidential
Key Takeaways
• Internet radio is rapidly growing in popularity• Listeners access internet radio from multiple platforms –
marketers can engage listeners across a variety of contexts.
• Internet radio provides marketers with an opportunity to engage a younger population.
28rtcrm proprietary and confidential
Appendix I: Most Popular Internet Radio Music Genres
Modern adult contemporary
Pure pop
Hip-hop/rap
Pop hip-hop
Pop alternative
Mainstream/pop country
Pop R&B
Traditional country
80s pop, rock
60s-70s pop, classic rock
16%
17%
18%
20%
21%
21%
22%
23%
25%
28%
*Experian Simmons, “Fall 2010 Teen/Adult Study,”, ages 18+
Thank you!