Exaget Week In Review: Mobile Marketing & Radio Listening via Mobile Phone
Triton Digital® has released its monthly Top 20 Ranker for March 2014. The Ranker is a listing of the top-performing digital audio stations and networks measured by the Webcast Metrics® audience measurement platform. Webcast Metrics is accredited by the Media Rating Council.
The adoption of smartphones is clearly taking off throughout every age group, but while mobile marketing is presenting a tremendous opportunity, marketers continue to struggle to discover exactly which tactics should be used to make sure that they continue to connect with mass audiences.
A mobile-first advertising strategy is already in place by many companies looking to reach their customers where they’re actually active. Whether you’re focused on Facebook advertising, banner ads, marketing your mobile app or looking to drive greater brand awareness on multiple mobile channels, it’s important that a portion of your advertising spend is allocated to mobile marketing.
A new study of January data by comScore and Millennial Media reveals that among 15 Internet content categories, streaming radio is (by far) the most mobile.
Amazing Video Infographic by IABUK – three lessons for advertisers on how to make the most of Mobile Marketing
RAJAR Q1 2014 Data Released
Here’s this week’s round up:
Triton Digital Releases March 2014 Top 20 Ranker
Audience rankings are done on the basis of “Average Active Sessions”, with “Session Starts” and “Average Time Spent Listening” also displayed. Rankers are divided into “Domestic” and “All Streams.” The “Domestic” Ranker quantifies listening done inside the U.S. based on log-based information provided by the station, this report is not MRC accredited. The “All Streams” Ranker merely verifies the quantity streams without qualifying where they are being consumed, and is MRC accredited
MOBILE MARKETING IS REACHING MILLENNIALS
A recently released report from The Intelligence Group has shown that the “Millennials” generation is particularly open to receiving mobile marketing ads and promotions, and are among the most likely to engage with brands by way of their smartphones and other portable gadgets. That said, the report indicated that as that group continues to mature, marketers will need to keep on top with their evolving expectations.
10 mobile marketing statistics to help justify your budget
Mobile, as a marketing channel, can no longer be ignored and must be addressed in order to succeed. To accomplish this goal and defend your decision to apply some of your spend to mobile marketing, use these statistics to support your budget allocations…
Streaming radio is the most mobile content category (comScore/Millennial Media)
The report notes that mobile-only use of Internet content grew nine times faster than overall Internet use, year-over-year. Crossover use (percentage of users using both PCs and mobile devices) grew from 63% to 70% during that time.
IAB RealView – infographic video
An animated video that pulls out the key findings from IAB RealView research project. The video includes three lessons for advertisers on how to make the most of marketing via mobile.
RAJAR DATA RELEASE | QUARTER 1, 2014
18% of adults – claim to listen to the radio via a mobile phone or tablet at least once
per month. Up 43% Year on Year. 32% of 15-24 year olds – claim to listen to the radio via a mobile
phone or tablet at least once per month
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December 8, 2014
It’s been a hell of a day at work. Best not to mention the tube. And it looks like someone gave the kids too much sugar. Slouched on the sofa, G&T in hand, there’s just one thing you want to do. Chillax with your favourite artist, Nicki Minaj. You love the song, but you haven’t yet seen her ‘Anaconda’. You wonder what it looks like. YouTube is about to show you.
But oh….the bitter disappointment. It’s the dreaded YouTube pre-roll.
Frankly, you couldn’t care less about some new dragon warfare game. You start to search frantically for those two holy words – ‘Skip Ad’. Panic sets in. You can’t find them. You may not be particularly religious, but you’re praying now. You must endure 30 excruciating, agonising seconds of what feels like medieval torture. Never has time gone by so slowly.
The YouTube pre-roll is a negative experience for the viewer. If the viewer – essentially, to an advertiser, a potential customer – feels like they are being harassed or forced to endure a piece of advertising content, then someone in the advertising and marketing world is not doing their job properly. The net result is that the potential customer is left with a negative association with the advertising brand.
Our association with the YouTube pre-roll is a negative one. However, the opposite is true with a well-produced, well-deployed audio pre-roll. Here at Exaget, we entwine broadcaster and advertiser brands into a product that really works. We leverage the emotional connection the listener has with the radio station. By downloading the radio station’s app on to their mobile, they have invited the radio station onto a device as personal as a toothbrush.
We’re currently running a brilliant example of the sensitively branded pre-roll with one of our premium broadcasters, French Radio London. When a listener opens the French Radio London app on their mobile phone or device they are greeted by the following pre-roll, which interweaves the radio station’s brand with that of their luxury advertising partner, Relais & Châteaux.
This turns the audio pre-roll into an incredibly valuable piece of advertising real estate. At this point the listener is most probably still looking at their mobile device. Not only will they engage with the accompanying visuals – in this case the understated sophistication of Relais & Châteaux’s gourmet gift boxes – they are also presented with an opportunity to interact with the brand with just a simple tap of the map icon.
The benefits are obvious to the advertiser, the broadcaster and the listener. The advertiser gets to leverage the emotional connection that the listener has with the broadcaster’s brand and output – resulting in a deeper engagement with their own brand and product. This in turn helps to establish a relationship with the consumer, increasing the likelihood of consumer-to-brand interaction, and ultimately improving the advertiser’s chances of increased sales. In this case the exclusive and opulent nature of the advertiser’s brand adds value to the broadcaster’s already premium brand. The listener is presented with a seamless, consistent, and relevant listening experience.
Your relationship with your phone is personal. Emotional. As is your relationship with the radio station you chose to listen to. Mobile in hand, radio on, headphones plugged in, you cocoon yourself in your own little world. It’s personal. Intimate even.
The new possibilities offered by interactive radio advertising allow advertisers to turn these personal, intimate moments into opportunities for engagement.
But woe betide the advertiser who abuses them.
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