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The Media Conjunction of Internet and Radio Commissioned by: The Radio Advertising Bureau & Internet Advertising Bur

The Media Conjunction of Internet and Radio Commissioned by: The Radio Advertising Bureau & Internet Advertising Bureau Presented by Other lines of enquiry June 2005. The RAB & IAB conjunction project - a media ‘first’.

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The Media Conjunction of Internet and Radio Commissioned by: The Radio Advertising Bureau & Internet Advertising Bur

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  1. The Media Conjunction of Internet and Radio Commissioned by: The Radio Advertising Bureau & Internet Advertising Bureau Presented by Other lines of enquiry June 2005

  2. The RAB & IAB conjunction project- a media ‘first’ • Interesting times, tension in the air – new IAB figures suggest Internet ad revenues have overtaken radio • Model of inter-media cooperation – balancing the needs of both parties in the survey and during PR communications • New media ecology – media ‘conjunctions’ and new glimpses of our broadband future • My first online survey

  3. The RAB & IAB conjunction project- a media ‘first’ • A brief history of the future - new media ecology • Real and mutually beneficial media symbiosis or ‘conjunction’ • A new glimpses of our broadband future • My first online survey

  4. My first online survey • Self-completion internet questionnaire • 20 minutes in duration • 523 respondents – all regular internet & radio users • Recruited from a panel of 250,000 respondents

  5. Project aims & objectives • General belief that consumers combine radio with PC/ online usage • Does the parallel or secondary nature of radio complement the primary and solitary activity of surfing?

  6. Project aims & objectives • How many people listen whilst online, why they combine these media and what are the opportunities for brands? • Define this media conjunction in terms of frequency, time and location of combined usage

  7. Why are radio and online natural media partners? • Online and radio provide complementary rational and emotional consumer benefits • Online is perceived as a convenient channel for helping people find what they want, when they want it • Radio is perceived as offering the human touch, helping to shape the moods and rhythms of the day

  8. Why are radio and online natural media partners? • Both mediums offer complimentary forms of social connectivity • Online allows people to stay in touch with immediate social networks and defined communities of interest • Radio keeps people in touch with local or broader communities of interest

  9. Implications for advertisers • The research suggests radio can increase response to and interaction with online campaigns • People seem prepared to follow up online things they have heard about on-air • Search is one of the main online routes for following up on radio ads - radio ads implant ‘key-words’ in listeners minds

  10. John Naughton – ‘A brief history of the future’ When a new species of media is introduced into the ecology, existing media have to adapt The internet’s ability to serve a huge variety of content places it at the centre of the current media ecology The new media ecology – how the internet effects other media channels

  11. More people are using the internet to access content that’s commonly associated with other media types Base: 523 Q13a I use the internet a lot to… (strongly agree OR quite agree)

  12. Younger groups use the internet to access a growing range of AV media content Base: 523 Q13a I use the internet a lot to… (strongly agree OR quite agree)

  13. Younger groups use the internet to access a growing range of AV media content Base: 523 Q13a I use the internet a lot to… (strongly agree OR quite agree)

  14. The Internet appears to significantly change the amount of time users spend with other media Base: 523 Q16. Compared with a year ago, how much time do you think you spend today using the following media?

  15. Consumers expect only internet usage to increase significantly over the next 12 months Base: 523 Q17. Compared with today, how much time do you think you will spend using TV 12 months from now?

  16. A brief history of the future… • Broadband is accounting for an increasing share of media time amongst its users • Broadband is ‘content neutral’ – it can, or soon will, deliver any AV content as well as established channels • Evidence suggests many leading media brands risk becoming ‘repertoire’ brands in the broadband space

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