Author: Camii Whidborne
About Camii Whidborne
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March 21, 2017
According to data released last week by Edison Research and Triton Digital, recognition of podcasting has increased. Familiarity with the term podcasting, having remained rather static from 2009 to 2015, has shown more than a twenty percent increase in the past two years. Now, an estimated 168 million Americans, 12 years and up, are familiar with the term. Podcasting consumption has also hit a new high, with 40% of Americans having ever listened to a podcast. An estimated 67 million of Americans are now listening to podcasts at least monthly.
Similar to radio, podcast audience members form relationships with hosts. According to AdAge.com, podcasts can engage listeners in a way that traditional media cannot. Furthermore, the podcasts that people download are carefully selected. Therefore, advertisers can perfectly target their audience depending on passions and interests.
What is interesting about this, however, is that a huge amount of brands are still not seeing the value in advertising with podcasts, even though a study conducted by comScore found that two-thirds of listeners have acted on ads they heard in a podcast either by researching a product or service or by actually purchasing something they first heard about in an episode.
Brands are choosing to stick with the “safer”, more traditional methods, which can often be more costly and time-consuming. Last year, America’s podcasting ad spend stood at a small 167 million dollars. Compare this to TV, where advertisers spent an estimated 72 billion dollars on this platform (Deloitte Global).
The world is turning to podcasts, which can be listened to anywhere – without requiring data usage or an internet connection. The mobility of podcasts means that listeners are consuming loads of content no matter where they are; the gym; at home or on their morning commute; and yet brands are still thinking that television and print media are the best advertising strategies. Let’s not even mention the fact that people find that ads within a podcast the least intrusive when compared with other types of digital adverts (comScore).
On the negative side, podcast advertising today is relatively static. Adverts are embedded within the podcast, so remain the same irrespective of when, where and who is listening to the podcast. However, it does not have to be that way; podcasters who use technologies such as Exaget’s ActiveRadio® enable dynamic advertising and even connect to ad networks to deliver these advertisements real time.
March 20, 2017
Some new findings are highlighted in this Week in Review, with new consumer research revealing that more people have Netflix in their household than a DVR. Furthermore, Pandora have teamed up with Neuro-Insight to show that their audio ads outperform both television and terrestrial radio. In addition, a new app which pays users to answer calls could shake up the traditional mode of radio advertising. Lastly, Google Home has not been in its owners’ good books; it has been playing Beauty and the Beast adverts to an unsuspecting audience.
New consumer research from Leichtman Research found that 82% of US TV households have a DVR, get Netflix, or use On-Demand; with 30% of households using two of the services and 14% using all three. The survey also found that 54% of adults have Netflix in their household, while 53% have a DVR. This is the first time that households with Netflix have surpassed the level of those with a DVR. Furthermore, 23% of US adults stream Netflix daily, compared to 6% in 2011.
Pandora is collecting information which suggests that audio adverts impact participants’ long-term memory better than both terrestrial radio and television. The streaming service’s neuroscience study showed that Pandora’s ads elicit a better brain response than those on traditional media. Neuro-Insight measured brain activity in real time while 100 listeners absorbed ads while listening to 25 to 30 minutes of their personalised playlists. According to the findings, audio advertising drew a better emotional response in the part of the brain related to long-term memory.
Rappio is a digital audio advertising platform which could shake up the traditional mode of radio advertising. The advertising platform replaces the ringtone of a mobile phone by an advertising jingle. Then, the users earn money on the go for every incoming call. The main purpose of Rappio is to give brands new platforms to market themselves and create a new category in digital space.
Google Home owners have reported hearing adverts for the opening of Beauty and the Beast. These adverts have played unexpectedly when users asked for a summary of their day ahead. Many were not happy about this new feature; one Twitter user said “I thought Google Home was already monetised with the upfront cost for the hardware”. A representative for Google explained that “this wasn’t intended to be an ad. What’s circulating online was a part of our My Day feature, where after providing helpful information about your day, we sometimes call out timely content. We’re continuing to experiment with new ways to surface unique content for users and we could have done better in this case.”
— brysonmeunier (@brysonmeunier) March 16, 2017
March 17, 2017
Recognition of podcasting has not stopped growing. Familiarity with the term, having remained rather static from 2009 to 2015, has shown more than a twenty percent increase in the past two years. Now, an estimated 168 million Americans, 12 years and up, are familiar with the term. Podcast consumption has also hit a new high, with 40% of Americans having ever listened to one. An estimated 67 million Americans are now listening to podcasts at least monthly.
Check out these podcasting consumer statistics to see more on how big the audio platform has gotten.
Want to know if advertisers are making the most of this growth? Check this out.
March 14, 2017
Radio has been around for over a century and even with the rise of digital, it is still a very powerful medium. Last year, the UK’s commercial radio sector reaped its largest ever annual advertising revenue total, with spending worth £645.8 million (Radiocentre). Radio advertising offers businesses a cheap and quick way to get brand recognition as well as measurable results. Furthermore, radio offers an efficient way to target an audience.
A huge benefit of radio advertising and what makes it so appealing to brands is that production and broadcast is so inexpensive. Most adverts only need one voice over, maybe two. At a low cost, brands can access sound effects and background music. Many stations offer free production to their advertisers, giving brands access to everything they need to produce a radio advert. Furthermore, advertising on local radio is a lot more cost-effective than television.
Whilst advertising with TV takes months to give real measurable results and advertising with print makes it almost impossible to track results, radio advertising gives the ability to track results very quickly and accurately. Advertisers find the accuracy and swiftness of results which radio offers very attractive. It is a lot easier to spot if a radio ad is doing particularly well/badly than any other broadcast medium. This can also be seen within a few days and the fast turnaround time means advertisers do not have to fret over negative results. For example, if an advertiser is not seeing the results that they want, they can change their spot, or test a new message quickly and with little hassle.
Another benefit of radio advertising is the speed at which radio adverts can air. It can take months for a high quality television advert to air. On the other hand, a quality radio advert can be written, produced and aired in as little as one week. Radio stations also allow advertisers to revise their messages at very short notice.
Advertising with radio also hits a target audience easily. Local brands will benefit from the fact that your station’s audience is local. Local radio attracts people who want to keep up with everything local; be it local news; events or personalities.
Furthermore, advertisers can reach a specific target audience with radio. Radio stations know their audience demographics and allow advertisers to tailor and localise messages to each audience. Because each radio station operates with specific market segments in mind, advertisers can target a specific gender, age economic status or even people’s likes/dislikes.
Combats Ad Avoidance
When TV adverts come on, most people will go on their phone or divert their attention until their show comes back on. With radio, you cannot ‘switch your ears off’; we hear even when we are not listening. This means that even if we are diverting out attention to other things, we still automatically process music and sound bites and then link them to brands. It is extremely difficult for radio listeners to avoid adverts. Therefore, it is a lot easier to engage with an audience on radio than other mediums.
Last but not least, Radio is an intimate form of advertising. Listeners develop relationship with their favourite stations and bond with the radio presenters; a lot of listeners listen to the radio alone, such as when they are travelling or before going to sleep. Listeners usually trust their favourite station a lot, making them more likely to trust the station’s advertisers and therefore lead them to make purchases.
March 13, 2017
The Infinite Dial results are here and this Week in Review highlights some interesting findings. Furthermore, the UK have something to be proud of; the UK’s commercial radio sector has reaped its largest ever annual advertising revenue total in 2016. In addition, there’s a new and improved version of the app which encourages users to make their own ‘radios stations’ and Union Jack has hit 3 million song votes in just 6 months.
Edison Research and Triton Digital have unveiled their yearly Infinite Dial study, where they show American consumer usage of media and technology, including coverage of digital audio, social media, mobile smart speakers as well as podcast consumption.
Key findings include:
- Time spent listening to online radio has surged to an all-time high, with listeners spending 14 hours and 39 minutes a week listening to online radio.
- Pandora dominated audio brands with 86% aware of the brand.
- 2 in 5 Americans have listened to a podcast in their lifetime.
- Radio continues to dominate in-car audio with 47% using it as their primary source of car audio.
- 12-24 year olds use Snapchat more than any other social media platform.
The UK’s commercial radio sectors advertising revenue total for 2016 was £645.8 million. This is the largest ever annual advertising revenue the UK has reaped and is up by 5.4% over 2015. 2016 marks commercial radio’s third consecutive annual revenue gain. The biggest contributors to radio ad revenue were automotive, retain, entertainment and leisure, finance and also government advertisers.
The Anchor App encourages users to record short form audio snippets which, similar to Snapchat, disappear after 24 hours. Although the creators released the app a year ago, they have updated it with a new and improved version. Anchor 2.0 features improved tools for audio creation, with features enabling users to easily adds full songs, professionally recorded transmissions as well as”call in” responses from listeners.
DAB+ radio station, Union Jack, which launched just 6 months ago, has already received three million song votes. The station plays ‘the best of British’ songs and engages listeners by encouraging them to request songs up or down in real-time using the station’s website and app. The Union Jack app also contains a “Backchat” feature where listeners can leave quirky messages or a gag for airplay. You can vote for the next song here.