In the ocean of bad news in the marketing world who would have thought we would have a bright spot to talk about…….and its radio…..internet radio to be real specific. As Katy Bachman points out, Web Radio is on Target, allows for geo-targeting, and feels local which when done right can produce tremendous results. Here is the catch; just because you are good at traditional radio does not make you great at streaming radio ad production.
Traditional radio is a one-to-many mechanism. It reaches people at all points of life, doing all sorts of things and ready to consume at every turn. This has always been the ubiquities draw that has attracted listeners and marketers alike. Online/Web/Stream Radio (I wish we could get this figured out as an industry ASAP) is a one-to-one medium for the most part. DISCLAIMER: For those hardcore online listeners who have been doing it for 10 years, thank you, this is not intended at you and the technology you harness today, whew! Most people today sit in front of a computer, pull up their streaming provider/station website, and open the provided player to access the content. No pre-sets or scan buttons to dodge those pesky ads. Most of the TSL (time spent listening) data I have seen or heard has put online listening well in the 2-5 hour range.. Advertisers and Programmers need to own this time with new listener focused creative that engages, and incentivizes that habit which benefits us all, clicks! If you come back next post I’ll give you some of my own thoughts on what a great spot should have and how to piggy back this with programming content. HA, my first hook piece…..
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