Exaget Week in Review: Internet radio listening and Mobile advertising
Larry Rosin authored a new Edison Research package titled “The New MainStream,” a study of Internet radio listening. The survey was presented at Advertising Week conference in New York, in collaboration with the Streaming Audio Task Force. RAIN spoke with Larry Rosin about the study’s genesis and reception, the impact of Internet radio on AM/FM listening, the variety of user preferences, and, unexpectedly, 1970s research that led to the introduction of cable television in the U.K.
The Interactive Advertising Bureau (IAB) in conjunction with Ovum released their report ‘Marketer Perceptions of Mobile Advertising – 2013‘ last week and the future looks strong for mobile although significant challenges are in play.
“Mobile first.” That phrase is increasingly shaping marketing decisions, and for good reason. In 2012, $10 billion in sales were made through mobile channels. That’s expected to rise to $30 billion by 2016. In addition, 55 percent of smartphone owners use their smart phones to research purchases. Those numbers have mobile advertisers salivating. But they need to focus on real opportunities and not false hopes.
Exaget allows the specific targeting of highly relevant digital audio ads via in-stream ad insertion technology offering higher response rates and a stronger return on investment.
Here’s this week’s round up:
RAIN Interviews Larry Rosin and Steven Kritzman about Internet radio study
RAIN: It seems that choice is a thread that runs through many of the survey responses. Choice of stations, choice of tracks, etc. Are choice and customization the main differentiators of Internet radio?
LR: They are slightly different things, but yes…
Here are excerpts of the conversation.
IAB Reports Bright Future for Mobile Advertising But Challenges Remain:
Mobile advertising is well on its way to being an automatic part of the marketing conversation for most companies. The evidence of how many people have devices and are somewhat married to them is enough to make any marketer giddy with wireless excitement….read the full article here
Cracking the Mobile Advertising Code
While consumers are spending more time on their smartphones, recent research reveals that the vast majority of this usage — as much as 76 percent — is on mobile apps….read the full article here
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When Mobile Advertising Goes Viral
October 6, 2013
Ten years ago, everyone thought that radio was on its way out, and with it radio advertising. Figures show that this assumption could not have been more wrong. What has happened is a move towards complexity and multi-channel advertising. With the ubiquity of smart phones comes an increase in the use of phones for music listening, and with this there is an increase in the potential for advertising.
The ZenthOptimedia Advertising Expenditure Forecast claims that mobile advertising is predicted to account for one-third of advertising expenditure growth this year. This refers to all advertising for mobile phones and tablets, but the trend is also one that we can see having huge potential in the radio advertising world, as a lot of radio is listened to this way. The benefit of this move is the possibility to gather more data via mobile devices, meaning that the radio adverts can be catered to individual listeners based on their demographic, their location and the time of day. This is exactly what Exaget offers with our mobile advertising packages.
Radio advertising for mobiles can show ingenuity and humour, and be as groundbreaking and successful as other campaigns. In fact, the most successful mobile advertising campaigns draw upon a range of mediums, since all are available at the touch of a button with a smart phone. Here are our favourites and what they mean for the industry.
‘Don’t Call Us’ Direct Response Advertising
The ‘don’t call 1-800-TRY-LITTLE-C’ campaign for Little Caesars pizza chain featured an advert (shown on both TV and heard on radio) urging customers NOT to call the number given. Those who did call were urged not to visit a website, and when on the website were implored not to enter their address details. Take a look at the campaign here:
Direct response marketing is often very successful in mobile campaigns. When a potential customer is in your target area for example, a mobile advert asking them to call for a promotional code before heading to a certain restaurant for lunch proves very successful. Asking for customers to engage with your business is so much easier when the customer already has their device to hand.
‘Dumb Ways to Die’ Viral Video
‘Dumb Ways To Die’ has been one of the year’s most popular advertising campaigns, featuring a catchy tune which was originally rolled out on radio in Melbourne and across the Metro system, and it has gone viral on the internet, generating over 60 million hits for the video on YouTube. Take a look:
The campaign has since taken on a life of its own, and has been featured in the top ten iTunes charts within various countries. It has also spawned countless parodies and cover versions, generated a karaoke version and has even been developed as a game for iPhones and iPads (and now also for Android devices). For a song that once featured on the radio, the idea has done pretty well!
The success of these campaigns shows how much attention is paid to what happens on radio and on mobile devices; without this initial spark, arguably neither of these campaigns would have been so successful. Not every business will be looking to catapult itself across the globe with a viral advertising campaign, but with targeted ads from Exaget, your business can increase its profile and reach the customers that matter most; namely the ones on your doorstep. Contact us to find out how our innovative mobile advertising strategies can work for you.