Last week, Mobile Marketer published an article about the current state of Internet radio advertising. Michael Barris calls out advertisers and marketers for missing some of the key dynamics involved in the audio experience. He applauds innovators such as NPR for use of tactics that are more conducive to the consumer experience, such as XAPPmedia technology.
“Marketers are missing an opportunity to connect with an historic majority of Americans who now tune in to Internet radio news, sports talk and music services via mobile, by failing to serve ads that contain a clear call to action.”
“For the first time since Edison Research began tracking Internet behavior in 1998, 53 percent of Americans 12 and over, or about 143 million people, listened in February to some kind of online radio.”
“But many advertisers mistakenly focus on the graphics and touch engagement, even though data shows the screen is not accessible 79 percent of the time when an audio ad is playing.”
“One of the bright spots has been NPR’s Interactive Audio Ads that allow consumers to engage with advertisements by using their voice.”
“For example, a Mack Avenue Records’ ad on the public radio network allowed mobile users to say, ‘Listen now,’ to hear a sample of a song by Cecile McLorin Salvant and afterward they could speak again to purchase the track.”
“‘This created both listener engagement and commerce opportunities and it was all hands free, eyes free, driven only by voice and audio engagement,’ said Pat Higbie, CEO of XAPPmedia.”
Read the full article here: Marketers miss out with mobile radio ads lacking call to action
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