Internet Radio for Marketers

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Dii presents this overview of internet radio, the behaviors and interactions of its audience, and key takeaways on what marketers can learn.

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  • Outline:Introduction: what is internet radio?Distinction: online radiointernet-only radio versus AM/FM broadcast streamsI would like to discuss history here—still need some more informationPopularity and growth of online radioI would like to discuss more history here as well—still need some more informationHow does internet radio work? PlatformsListener demographics and characteristicsstill looking for more information**I am unsure about the order of the rest of the presentation. Right now it is as follows:Social listening behaviorsCustomer engagementAd formatsMetrics
  • **According to Arbitron’s study “The Infinite Dial 2011: Navigating Digital Platforms”In the past 10 years, the proportion of people listening to online radio has grown by more than 500%.Average listening per week has grown 60% since 2008, with people listening to online radio for almost 10 minutes/day on average (from about 6 minutes and 15 seconds/day)**2010: Limewire served with an injuction and forced to disable file trading functionality**2003: Apple release iTunes Music Store $1/song2009: song prices increase to $1.29/song
  • **According to a 2011 Interactive Advertising Bureau (IAB) Platform Status Report: “A Digital Audio Advertising Overview”34% have listenedto online radio in the past month: an estimated 89 million people13% listened exclusively to internet-only radio: an estimated 34 million people9% listened to both internet-only radio stations and AM/FM broadcast streams: an estimate24 million peopleThat is about 60 million people listening to internet radio!
  • There are many different internet-radio services: Pandora, Spotify, Rdio, Last.fm, Songza, iHeartRadio. Most of them provide the same features, although some have various special features (sociability of Spotify, Music Genome algorithm of Pandora, etc.)**According to Arbitron’s study “The Infinite Dial 2011: Navigating Digital Platforms”Of people who listen to both internet-only radio stations and AM/FM broadcast streams, more people in 2011 are listening more to internet-only radio than in 2006 (57% of people listening to internet-only more compared to 48%)
  • While most people still listen to internet radio from their computer, people are also listening from their smartphone and tablets. Most users listen across a variety of platforms.**According to a 2011 white paper by Parks Associates for Targetspot: “Digital Audio Usage Trends:A Highly Engaged Listenership”The sample population included adults (18+) who listen to Internet Radio at least once a month to daily.
  • Most internet-radio services are browser-based platforms. Users access the service through a url within their web browser. From left to right (top): Rdio, iHeartRadio, TurnTable.fm. From left to right (bottom): Pandora, Guvera, Grooveshark
  • Other internet-radio services are application-based, such as Rdio and Spotify. Users must download an application, which connects to the internet, to access music content.
  • As well, most internet-radio services have mobile platforms. Users can stream music and access their accounts from their smartphones. From left to right: Spotify, Rdio, Pandora.
  • **According to a 2011 Interactive Advertising Bureau (IAB) Platform Status Report: “A Digital Audio Advertising Overview”Most listeners of online radio are between 18 and 54 years of age, with most listeners in the 25-34 year old age bracket, followed by 12-18**Online radio
  • Age: 30 years old**http://blogs.wsj.com/developments/2011/01/13/no-mcmansions-for-millennials/**According to Entertainment Weekly, http://insidetv.ew.com/2011/03/15/ratings-by-age/18-34 year old men are watching Family Guy (2 million), American Idol (1.8 million), The Simpsons (1.7 million) and The Office (1.6 million)**According to Cisco World Technology Report, http://www.cisco.com/en/US/netsol/ns1120/index.htmlOn Facebook and Twitter, and check each a few times each dayLaptop and smartphoneValue mobility, access and connectedness (although not necessarily in person)Shop in retail storeUse laptop to get newsDon’t buy booksSmart phone is the most important technology in daily life46% listen at work/ 44% listen to radio in the car
  • **http://www.cisco.com/en/US/netsol/ns1120/index.htmlGiven a choice between the Internet and social activities such as dating and going out with friends, the largest proportionof College Students (40%) consider the Internet to be most important in their daily life.Laptop is most important technology in daily life46% buy online
  • **According to a 2011 white paper by Parks Associates for Targetspot: “Digital Audio Usage Trends:A Highly Engaged Listenership”
  • Marketers ought to be aware of these listening behaviors for internet-radio advertising campaigns.**According to a 2011 white paper by Targetspot: “The Role of Digital Audio in the Evolution of Music Discovery” and a 2011 white paper by Parks Associates for Targetspot: “Digital Audio Usage Trends:A Highly Engaged Listenership”
  • Marketers ought to be aware of these listening behaviors for internet-radio advertising campaigns.**According to a 2011 white paper by Targetspot: “The Role of Digital Audio in the Evolution of Music Discovery”
  • **radio.com : JBL**Pandora : Target
  • **radio.com
  • **Guvera : Double decker skate park**Pandora : Pepsi
  • **According to a 2011 white paper by Parks Associates for Targetspot: “Digital Audio Usage Trends:A Highly Engaged Listenership”Internet-radio ad response rates, both online and offline, are 2 to 5 times higher when users tune in to 2 or more internet-radio stationsCombining internet-radio with broadcast radio advertising increases response by 3.5 times over broadcast-only ratesCombining internet-radio with online advertising increases response by 2 times over online-only rates
  • **2011 Interactive Advertising Bureau (IAB) Platform Status Report: “A Digital Audio Advertising Overview”
  • **2011 Interactive Advertising Bureau (IAB) Platform Status Report: “A Digital Audio Advertising Overview”
  • **2011 Interactive Advertising Bureau (IAB) Platform Status Report: “A Digital Audio Advertising Overview”
  • **2011 Interactive Advertising Bureau (IAB) Platform Status Report: “A Digital Audio Advertising Overview”Who listens to 60-70s pop? What kind of advertising would they be interested in?
  • Internet Radio for Marketers

    1. 1. Internet Radio for MarketersUnderstanding a new era of music listening Remy Wainfeld Intern, Digital Integration & Innovation
    2. 2. Growth of Online Radio 22% 12% 5% 2001 2006 2011 % of people who have listened to online radio within the past week*US population, ages 12+ rtcrm proprietary and confidential 2
    3. 3. Internet-Only Radio versus Online Radio Online Radio AM/FM Internet-only broadcastradio stations streams rtcrm proprietary and confidential 3
    4. 4. Internet Radio rtcrm proprietary and confidential 4
    5. 5. How do people listen to internet radio?
    6. 6. Listening Platforms 96% listen on a desktop/laptop computer 45% listen on a 15% listen on a mobile/ tablet smartphone rtcrm proprietary and confidential 6
    7. 7. Browser Platforms rtcrm proprietary and confidential 7
    8. 8. Application Platforms rtcrm proprietary and confidential 8
    9. 9. Mobile Platforms rtcrm proprietary and confidential 9
    10. 10. Who listens to internet radio?
    11. 11. Listenership’s Demographics By Gender By Age Group 55-64 65+ 12-17 10% 2% 10% 18-24 15% 45-54 Female 20% 45%Male55% 35-44 25-34 16% 27% rtcrm proprietary and confidential 11
    12. 12. Meet Michael rtcrm proprietary and confidential 12
    13. 13. Meet Lauren rtcrm proprietary and confidential 13
    14. 14. Listeners are Influencers 64% • I tell my friends, family, or co-workers about new products or services that I’m happy with. 51% • My friends, family, or co-workers ask me for advice on the latest technology. 46% • My friends, family, or co-workers usually want my opinion on what type of products they should buy. 44% • My friends, family, or co-workers come to me for recommendations on restaurants, travel, etc. 25% • I maintain and update a personal or work-related blog on a regular basis. rtcrm proprietary and confidential 14
    15. 15. How do listeners interact with internet radio?
    16. 16. Listening Behaviors Listen to different stations based on my 61% moodDont keep player minimized throughout 59% listening sessionOften look at the media player to see the 46% name of the song/artist Always try new internet radio stations 34% Click on ads 28% rtcrm proprietary and confidential 16
    17. 17. Social Behaviors Rate songs 42%Recommend a station, artist/band, or 38% songReview station recommendation lists 35% Look at what others are listening to 32% Link profile to social networks 29% rtcrm proprietary and confidential 17
    18. 18. How can marketers take advantage of this platform?
    19. 19. Audio Ads• :15, :30, or :60 second spots rtcrm proprietary and confidential 19
    20. 20. Synched Banner rtcrm proprietary and confidential 20
    21. 21. Pre-Roll Audio/Video rtcrm proprietary and confidential 21
    22. 22. In-Player rtcrm proprietary and confidential 22
    23. 23. Increased Customer Engagement 52% of people recall and internet-radio ad 40% of people respond to an internet-radio ad rtcrm proprietary and confidential 23
    24. 24. Costumer Engagement Comparison Visited advertisers website 11% 18% Searched for more information online 8% 15%Purchased product/service-retail store 4% 10% Purchased product/service online 3% 8%Became a fan on a social network site 1% 6% Sent email/text to company 1% 5% Called for information 1% 5% Internet users Online radio listeners*US population, ages 18+ rtcrm proprietary and confidential 24
    25. 25. Targeted Advertising • Registration data • IP targeting Geographic • Registration data Demographic/ • Type of audio content that the internet-only Contextual radio station delivers rtcrm proprietary and confidential 25
    26. 26. MetricsAverage Quarter Hour (AQH) • The average number of persons listening to a particular station for at least five minutes during a 15-minute periodAverage Active Sessions (AAS) • The average number of streams of one minute or longer that are active within a time periodSession Starts (SS) • The number of streams of one minute or longer that are started within a time periodAverage Time Spent Listening (ATSL) • The average number of hours for each session lasting longer than one minute within a time periodTSL (Time Spent Listening) • The amount of Time Spent Listening before changing the station/stream or closing the online audio programUnique listenersAd impressions and Interactions rtcrm proprietary and confidential 26
    27. 27. 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. rtcrm proprietary and confidential 27
    28. 28. Appendix I: Most Popular Internet Radio Music Genres 60s-70s pop, classic rock 28% 80s pop, rock 25% Traditional country 23% Pop R&B 22% Mainstream/pop country 21% Pop alternative 21% Pop hip-hop 20% Hip-hop/rap 18% Pure pop 17%Modern adult contemporary 16%*Experian Simmons, “Fall 2010 Teen/Adult Study,”, ages 18+ rtcrm proprietary and confidential 28
    29. 29. Thank you!

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