New Strategies Required To Facilitate Effective Internet Radio Advertising
According to IDC, the appeal of internet radio to consumers is too strong for advertisers to ignore. “Internet radio might appear a superior product ready to sweep away traditional radio, but it’s not – at least not yet,” said Malcolm Maclachlan, senior analyst for IDC’s Consumer and eCommerce Media program. “To be successful in the online music and talk radio spaces, companies will need to develop strong business models that garner and keep users, as well as monetize those users.”
IDC believes, however, that the benefits of Internet radio are also the reasons why it is difficult to use effectively as an advertising medium. Fragmentation created by the ability to provide listeners with exactly what they want – coupled with issues of portability and dissatisfaction with a PC as a listening device are dissuading users from paying for downloaded content and forcing advertisers to rethink their marketing strategies or switch back to traditional media.
Media Jobs
Hello. We have downloaded cookies on your device. Some of these cookies are essential for the website to function. Others are non-essential and are used for analytics and advertising.
We need your consent for these types of cookies.
To withdraw your consent or change your cookie choices, please do this through your browser settings.
Otherwise, click OK to accept and continue.AcceptPrivacy policy
