Multi-Platform Radio: What does this mean for advertisers?
Provided by Radiocentre
New digital platforms will mean more listening and increased interactivity.
Tell us about the Opportunity / What is it?
Radio, in addition to traditional analogue, is now available on a number of different platforms - DAB, Digital TV, Internet and Mobile Phone. These new digital listening platforms are expanding the opportunities for brands to connect with consumers.
As these new listening platforms account for an increasingly high share of listening, advertisers now have the opportunity to consider a multi-platform radio approach
What is the Marketing Objective?
Exploit new opportunities for brands to reach more consumer touchpoints (places, times and moods/mindsets where listening happens), and interact with increasing numbers of listeners
How does it work?
Research suggests that:
1. More listening platforms are increasing the number of potential consumption points, ensuring advertisers can target more:
- Listening touchpoints
- Modes and mindsets
- Spaces and places
2. New listening platforms and digital-only stations will grow overall Commercial Radio listening hours
- 59% of digital radio listeners claim they listen to more radio since they started listening via the new digital platforms
3. More interaction opportunities for listeners, opening up new channels of communication for advertisers
Who's used it in the past?
A new dedicated research project - the RAB Platform Listening Study - shows how the medium is evolving and offers insights to advertisers and agencies about the implications for planning.
Example case studies from Orange, Pepsi Max, Mars, and The Department of Health can be found in the publication, or by following this link www.rab.co.uk/multiplatform
Features / Benefits
Another reason that radio seems well suited to benefit in the converged digital future, is that listeners are generating new complementary roles for radio, e.g.
1) At any given time, 20% of Internet users are listening to radio,
2) BT Movio trails highlighted that even when TV is available on mobile phones, users still engaged in more radio listening than TV viewing,
3) 60% of iPod owners said 'hearing a band on the radio' was their prompt to load new content onto their iPod