Podcasting may be going through a renaissance, but a reliance on downloads for distribution now seems like renaissance-era technology. Part 1 outlined how measurability is undermined in the podcast download model. Part 2 focuses on how streaming actually frees up more ad inventory that can deliver higher revenues and greater audience engagement.
Podcasts were born in a download era, but we now live in a streaming world. When podcasts arrived on the scene, streaming wasn’t an option. Today we have ubiquitous LTE and nearly ubiquitous WiFi. The high-speed mobile bandwidth should make it easy to stream audio such as podcasts on demand instead of waiting for a time when you can download a large file.
XAPPmedia is once again hosting the premier Advertising Week session on Internet Radio. This year’s session will feature iHeartmedia, Slacker, Triton Digital and XAPPmedia. These insiders will tell you what’s working, what’s not, how the medium is changing and the lessons for advertisers looking to access this large and dynamic consumer audience.
When many people think about marketing to mobile consumers, Facebook comes to mind. However, eMarketer data show that Internet radio is even more fertile ground. The analyst estimates that 12% of time spent with digital media will go to Internet radio this year while only 6% will be with Facebook.
XAPPmedia today released the Internet Radio Ad Load Report for Q2 2015 and the data show that both the ad load and number of advertisers rose over the previous quarter. It also shows that Taco Bell, GEICO and NAPA had the heaviest spot rotation during the quarter.
Why do Millennials matter? There is a lot of talk in the United States about Millennials and most of it seems to be some sort of complaint. However, there is more to this generation than a different work style, a need for affirmation, and disinterest in owning cars or subscribing to cable television. This generation is big, commands a lot of spending power and can be found constantly on their mobile devices, including listening to streaming music.
Yesterday, Triton released its Top 20 Ranker results of Internet radio listening for May. The story is consistent with previous entries by Triton captured by its audio measurement platform Webcast Metrics. As an industry, average active listening sessions increased 42.5% over May 2014 and most of that has come from Pandora and Spotify.