Digital Audio Platform is Growing for Marketers and Consumers

As consumers have turned to the Internet to read news reports and watch videos, marketers have been reaching them with display and rich-​media ads. Radio broadcasters are also finding they can connect with the digital audio audience. This audience is growing and appreciates the value that internet radio websites deliver.

Over 40% of consumers are now listening to Internet Radio. As they are being entertained by their favorite recording artist or talk show host,  Internet Radio listeners also make great targets for advertisers. Marketers should know these consumers generally have positive attitudes about advertising messages they hear in this format, if they receive something of value:

  • Coupons, offers or discounts from marketers 59%
  • Free access to content they enjoy 55%

Internet Radio providers are already looking ahead to the mobile frontier and envision selling ad space here as well. About 27% of Digital Audio consumers say they won’t mind ads in the mobile format, especially if the ads promote products available in the surrounding physical location.

The good news for marketers is that consumers take action as a result of the promotions they see and hear on Digital Audio sites. With a recall rate approaching 58%, response rates are at 44% which is a 10% increase over last year. The most common forms of consumer response to these ads range from visiting a marketer’s website (20%) to searching for more information on the promoted product or service (17%) to clicking on the ad (14%).

As more consumers listen to Internet Radio, marketers will allocate bigger ad budgets to this format.

To learn more about Internet Radio Listeners, check out the Audience Interest & Intent Report available at the Research Store on ad​-ology​.com.

[Source: Attitudes Toward Digital Audio Advertising. Targetspot​.com. October 2012. Web. 1 Nov. 2012
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.