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.
One of the headlines from the Q2 Internet Radio Ad Load Report was continued growth in the number of advertisers identified. More advertisers indicate broader interest in Internet radio as an advertising channel. However, the growth in advertiser diversity is not developing equally across publishers. Two publishers have expanded their advertising base significantly while three others have not.
Pandora announced earnings last week that included some impressive growth numbers. For the trailing twelve months, Pandora generated more than $1 billion in total revenue. Before the earnings report, eMarketer published an article that includes a new forecast for Pandora mobile advertising revenue.
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.
Apple Music launched this morning with an ad-supported listening service. Yes, there is the subscription service as well. Apple execs never said there wouldn’t be ads. They just didn’t mention it, so the media assumed the company was walking away from the 21-month ad-supported iTunes Radio experiment. We now know this is not the case.
This morning, Spotify released some new numbers in terms of 75 million active users and 20 million subscribers. Just over one year ago, Spotify announced 40 million active users of which 10 million were subscribers.
There has been a lot of talk since Apple acquired Beats last year about the impact the re-introduced streaming service could have on the industry. When it first came to market, there was widespread speculation that Beats might take market share from Spotify. That didn’t happen. Spotify’s growth only accelerated and Beats all but shut down after the Apple acquisition. Though Yesterday, Apple Music was announced and it sounds very Spotify-like.
“Audio Doesn’t Have the Viewability Problem of Display.” The problem is that this is only true for awareness audio campaigns. For any campaign hoping to drive engagement or conversion metrics, audio today faces higher hurdles than display. That is, unless you use voice for engagement instead of relying on touch. Let’s unpack this.