Online’s Granularity Compliments Broadcast’s Reach

Combining online audio with the broadcast radio can be a benefit in a combination buy, according to agency panelists who participated in the Internet Advertising Bureau’s first “Streaming Audio for Agencies Day” held in New York City this week. While online audio provides listener data culled from registrations and server-side resources, broadcast radio delivers the critical one-to-many mass reach. A Targetspot study revealed that adding Internet radio to broadcast can increase recall up to 3 times, depending on the category.

“The hurdle,” said Chris Fontana from MediaVest, “is audio – not digital or broadcast,” indicating that radio, whether on-air or online, still has work to do in conveying its compelling story to the advertising community. Agency representatives acknowledged the challenges of working across what used to be defined areas, and agreed that collaborative efforts between digital and radio buying had advanced.

Sponsored by Triton Digital and The Media Dash, the debut event was an opportunity for many industry experts and advertising agency representatives to share insights, research, and discuss broadcast radio and streaming audio as entertainment and advertising platforms. In conjunction with the event, the IAB released a Digital Audio Advertising Overview, compiled from various sources by the association’s Audio Committee.

Download the Report here: http://www.iab.net/media/file/IABDigitalAudioPSR11.pdf

- Renee Casis - Radio Ink