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That’s one of the key findings behind TargetSpot’s outstanding Ad Impact Study released last week at the National Association of Broadcasters conference." name="description"/> <meta content="Digital, mobile, Sales, Streaming, TargetSpot, Marketing, New Media, technology, e-commerce, Programming, Management, on air, content, New Media sales, Branding, Internet, WEEI, JoyFM, Brand, community" name="keywords"/> <meta content="Daniel Anstandig" name="author"/>  <script type="text/javascript"> //<![CDATA[ var APP = { time : "04:51 AM", date : "04/24/2011", controller_name : "essays", action_name : "show", form_authenticity_token: "VpyAEdEwoaidH6zyiUToZyDGd+F21Zqd74NSC1N+sLo=" }; //]]> </script> <script src="https://web.archive.org/web/20110424085145js_/http://ajax.googleapis.com/ajax/libs/jquery/1.4.1/jquery.min.js" type="text/javascript"></script> <script src="/web/20110424085145js_/http://www.radio-info.com/javascripts/cache/jquery_scripts.js?1297281013" type="text/javascript"></script> <link href="https://web.archive.org/web/20110424085145cs_/http://fonts.googleapis.com/css?family=Droid+Serif:regular,italic,bold,bolditalic" media="screen" rel="stylesheet" type="text/css"/> <link href="/web/20110424085145cs_/http://www.radio-info.com/stylesheets/vendor/prettyPhoto.css?1297281013" media="screen" rel="stylesheet" type="text/css"/> <link href="/web/20110424085145cs_/http://www.radio-info.com/stylesheets/application.css?1301439226" media="screen" rel="stylesheet" type="text/css"/> <link href="/web/20110424085145cs_/http://www.radio-info.com/stylesheets/print.css?1297281044" media="print" rel="stylesheet" type="text/css"/> <noscript><link href="/web/20110424085145cs_/http://www.radio-info.com/stylesheets/javascript_disabled.css?1297281043" media="screen" rel="stylesheet" type="text/css"/></noscript> </head> <body> <noscript><div id="js_disabled_wrap"> <div id="message"> <h1>Oh no!</h1> <h2>Looks like you have JavaScript disabled.</h2> <p> Radio-Info requires javascript to display properly. 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id="column_logo"> <a href="/web/20110424085145/http://www.radio-info.com/about/our-writers/daniel-anstandig" alt="Daniel Anstandig" title="Daniel Anstandig"><img alt="Daniel Anstandig" src="https://web.archive.org/web/20110424085145im_/http://s3.amazonaws.com/radio-info/author/images/59/full.jpg" title="Daniel Anstandig"/></a> </div> <h1> connected </h1> <p class="tagline"> </p> <p class="description"> This essay, <span class="italic">Streaming Ads Increase Ad Recall and Ad Response </span>, was written by <a href="/web/20110424085145/http://www.radio-info.com/about/our-writers/daniel-anstandig">Daniel Anstandig</a> for Radio-Info.com's <a href="/web/20110424085145/http://www.radio-info.com/new-media/connected">connected</a> column. </p> <div class="clear"></div> </div> <div id="sidebar"> <div class="section"> <h5>Options</h5> <ul> <li> <a class="print_icon icon eventTracker track_Sidebar_PrintClick" href="#" onclick="javascript:print(); return false;">Print</a> </li> <li 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href="/web/20110424085145/http://www.radio-info.com/search/tagged_with?search=WEEI">WEEI</a> </li> <li> <a href="/web/20110424085145/http://www.radio-info.com/search/tagged_with?search=JoyFM">JoyFM</a> </li> <li> <a href="/web/20110424085145/http://www.radio-info.com/search/tagged_with?search=Brand">Brand</a> </li> <li> <a href="/web/20110424085145/http://www.radio-info.com/search/tagged_with?search=community">community</a> </li> </ul> </div> </div> <div id="content_container"> <div class="sub_container"> <div class="publication_date"> <span class="timestamp">Tuesday, April 19, 2011</span> </div> <h3> Streaming Ads Increase Ad Recall and Ad Response </h3> <div class="essay_wysiwyg"> <img alt="Streaming Monitor" class="show_page" src="https://web.archive.org/web/20110424085145im_/http://s3.amazonaws.com/radio-info/crops/1576/full.jpg" title="Streaming Monitor"/> When used together with broadcast radio, streaming audio can improve the response rate and recall of advertising. That’s one of the key findings behind TargetSpot’s outstanding Ad Impact Study released last week at the National Association of Broadcasters conference. TargetSpot sells targeted streaming audio ads.<br><br>Their study claims that when an advertiser used broadcast radio and internet radio together, the campaign achieved a 3.5x higher ad response than broadcast alone.<br><br>The ad recall of broadcast radio was most impacted by internet radio in the insurance, retail stores, financial services, telecommunications, and travel categories.<br><br>The study reports that most (96%) listeners access internet radio on a desktop/laptop computer. Approximately half (45%) listen on a mobile/smartphone and 15% listen on tablet devices. Tablet listeners are the heaviest users of streaming media; 25% of those who listen on a tablet device tune in 4+ hours daily.<br><br>This is an important signal to broadcasters. A simple path to “heavy users” of audio would appear to be mobile and tablet compatible apps and streams.<br><br>Broadcasters that are providing integrated campaigns with streaming audio and broadcast spots should also be encouraged by this study. Streaming audio spots increased ad responses for broadcast campaigns and online ads alike.<br><br>Four out of ten listeners to internet radio advertising have responded to an ad.<br><br>• 17% visited the company website<br>• 15% searched online for product information<br>• 13% clicked on an ad<br>• 10% became a fan / clicked “like” on a social network<br>• 10% became a fan / clicked “like” on a social network<br>• 7% sent e-mail or text to the company<br>• 5% called the company<br><br>The most likely action for a listener to take after hearing an internet radio ad is to visit the client’s website.<br><br>Internet-radio listeners are also influential, with over half saying that they tell friends, family, or co-workers about new products or services they like.<br><br>This study sheds light on internet radio’s growth and viability as an ad delivery venue. I believe the most important takeaway from this study is that streaming delivers engaged heavy users. As much as this study points to the validity of internet-radio for advertising, it makes a case to broadcasters for continued strategic investment into mobile and tablet apps as well as multiple streaming options for desktop computers. <br>  </div> <div class="clear_left"></div> </div> <div class="sub_container"> <h3>About the Writer</h3> <p> <a href="/web/20110424085145/http://www.radio-info.com/about/our-writers/daniel-anstandig" class="no_print"><img alt="Display" height="70" src="https://web.archive.org/web/20110424085145im_/http://s3.amazonaws.com/radio-info/author/images/59/display.jpg" width="70"/></a> Future-minded and passionate, Daniel Anstandig’s experience includes developing digital business strategies for media companies, designing content strategies for broadcast and interactive, and coaching executives. He is President of McVay New Media, and editor of Radio-Info.com's new media newsletter, "Connected." </p> <div class="footer"> <a class="email_icon icon" href="https://web.archive.org/web/20110424085145/mailto:dan@daer.com">Email Daniel</a> <a href="https://web.archive.org/web/20110424085145/http://twitter.com/anstandig" class="twitter_icon icon new_window">Follow Daniel</a> </div> </div> </div> </div> <div id="innerpage_sidebar"> <div id="most_popular"> <h3 class="bottom_bordered">Most Popular</h3> <ol class="fancy_numbers"> <li> <a href="/web/20110424085145/http://www.radio-info.com/programming/25-plus/first-listen-kcs-997-the-point" alt="First Listen: K.C.'s 99.7 The Point" class="eventTracker track_MostPopular_click label_2296-first-listen-kcs-997-the-point" title="First Listen: K.C.'s 99.7 The Point">First Listen: K.C.'s 99.7 The Point</a> </li> <li> <a href="/web/20110424085145/http://www.radio-info.com/programming/country/long-islands-my-country-961-finally-unveiled" alt="Long 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