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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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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!