Given the numbers, it is not surprising that Internet audio advertising is now a billion-dollar market. But ad revenue growth has not kept pace with audience migration. Why not?
The best time to prompt a new app install is when a consumer is already engaged with their mobile device. Facebook and Twitter users have shifted sharply to mobile, which means a lot of opportunities to encourage new app installs. Mobile Audio, whether from Internet radio pure plays, podcasters or live streams from broadcasters, offer a similar opportunity.
MediaPost offers a daily diet of news important to marketers, advertisers and agency professionals. Part of that diet yesterday included coverage of XAPPmedia’s recent launch and funding announcement.
Radio advertising hasn’t altered much since its inception. Ads are played in hopes that consumers will hear it and then eventually act. In addition, the metrics aren’t always clear. XAPP Ads change all of that. Watch this video to see how XAPP Ads are changing audio advertising.
XAPPmedia, provider of the first interactive audio advertising service, today announced that it has raised $3 million in seed funding, fully subscribed by private investors. This funding round will support the development, launch and wider deployment of the XAPPmedia advertising platform, XAPP Ads. Since XAPPmedia’s initial announcement in late March, the company has successfully launched the interactive audio advertising service with National Public Radio (NPR) and will expand the service to several other publishers throughout 2014.
Smartphones have redefined the definition of “mobile.” When listening to audio content, consumers want convenience. XAPP’s interactive audio platform enables consumers to use their voice when they want to take action on an advertisement. Watch the video below to see how XAPP Ads fit into the user experience.
There is a new report out today by BIA/Kelsey focusing on audience and advertiser movement to Internet radio. In the “Internet Radio Revolution Has Arrived” BIA/Kelsey analysts define the five phases of change in the media industry. In the fourth phase Advertisers allocate an “experimental budget” to assess the new opportunity. The report suggests that Internet radio is entering the fifth phase when Media Companies and publishers take the medium seriously as an advertising channel.
The XAPPmedia research team pulled together market data from Arbitron, BIA/Kelsey, Digital Music News, Edison Research, eMarketer, Forrester, RAB, Triton Digital and Internet radio publishers to create an infographic that provides a comprehensive view of the shift to mobile in the radio internet market.
“When I first met this company, it clicked in my head instantly: ‘That’s what has been missing in mobile.’ XAPP makes ads totally actionable, when the phone is in your pocket, or in the car dock. Here’s a way you can act on a sponsorship, but also act within the app itself.” NPR’s Bryan Moffett.
“People just get it,” was my introduction to XAPP Ads by CTO and Co-Founder John Kelvie. He added, “and they immediately see the potential.” My first conversation with an audio publisher confirmed this. After a one-sentence explanation he said without hesitation, “That’s fantastic. When can I start using it?”