30 Sep In-stream Audio Advertising

Most people are unwilling to pay for commercial-free audio streaming. Are marketers taking advantage of this untapped market?

According to a report by Forrester Research, 28 percent of U.S. online adults and 17 percent of European online adults stream music on their desktop or mobile phones. Only six percent of U.S. online adults are willing to pay to access streaming online radio services without ads.

Mobile Marketer said that in traditional over-the-air radio, marketers can only roll out blanket campaigns that don’t target specific demographics. With online streaming, however, marketers can measure and target ads.

To grab the full attention of the listener, only one in-stream ad is played at a time. As bonus exposure in the social landscape, online streaming sites usually let users share or recommend what they’re listening to.

There are currently around 500 licensed digital music services, which means there is plenty of room for advertising.

According to the study, 55 percent of respondents stream music on Pandora, with the runner up at 22 percent being their local radio station online.

Do you use this medium for client advertising? Which digital music service brings you the best results? Share by commenting below!