Although marketers realize digital radio has inherent limitations as a rich media or video medium, they are experimenting with novel ways to use the channel. Brands including Sony PlayStation, Anheuser-Busch and Procter & Gamble have tested a concept in which they “own” an hour of time on Pandora. If the listener opts in to an advertising message at the beginning of a session—say, watching a video ad—the next hour of listening is ad-free.
Automakers have particularly close affinities with digital radio because of the streaming apps’ native integrations with in-dash players. BMW partnered with Spotify to create customized playlists for specific US road trips. The BMW-branded app on Spotify served a video to users upon the initial playlist generation, and the final playlists were shareable on social media. Spotify reported that users created more than 14,000 playlists under the BMW program. Read the rest at eMarketer.
Some 44% of Americans aged 12 and up listen to online radio on a weekly basis, up from 36% last year and 33% the year prior, according to the latest annual “Infinite Dial” report from Edison Research and Triton Digital. Moreover, the percentage of survey respondents listening to online radio (defined as listening to AM/FM radio stations online and/or listening to streamed audio content available only on the internet) on a monthly basis cracked the majority threshold for the first time, reaching 53% of the 12+ population, up from 47% last year.
No surprise, then, that a recent report from the Radio Advertising Bureau found optimism surrounding radio’s digital ad sales growth, expected to be in the double-digit range again this year.
Unlike in years past, though, online radio’s rising reach isn’t accompanied this year by growing consumption, the Edison Research study finds. Weekly time spent tuned in to online radio averaged 12 hours and 53 minutes among weekly listeners, down almost a half-hour from last year’s average of 13 hours and 19 minutes. That suggests that new weekly listeners this year are lighter consumers than average, though not to a large extent. Read the rest at MarketingCharts.