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In-Stream Audio Advertising Is Rife With Marketing Opportunity
July 31, 2013


Some 28% of US online adults and 17% of EU online adults stream music on their PCs or mobile phones, according to new Forrester data that is based on a survey of 58,000 respondents. And with only 6% of US online adults willing to pay to access streaming online radio services and just 5% willing to pay to access streaming on-demand radio services, the lion's share of consumers are using freemium and ad-supported models — a ripe audience, primed for marketers to address with in-stream audio advertising, notes Senior Analyst Anthony Mullen in his new research.

"Advertisers and marketers are largely stuck on preconceptions of over-the-air (OTA) and haven’t understood the unique opportunity for marketing within streaming services," writes Mullen in a new blog post. "It is data-rich and, unlike visual advertising, doesn’t fight for consumers' attention, with a single stream active at one time." In his research, Mullen explores why in-stream audio advertising offers a unique marketing opportunity, particularly on mobile devices — for instance, consider that in France 15% of those surveyed stream on a computer but a whopping 27% use mobile. Additionally, he explores why in-stream audio has the power to become an integral part of the digital advertising ecosystem, noting that ad exchanges and real-time bidding (RTB) platforms are already integrating audio into their offerings, and agencies are incorporating audio into their buying strategies.

To learn more about in-stream audio advertising and the opportunity it brings marketers, visit the Marketing Leadership blog.


About Forrester Research

Forrester Research (Nasdaq: FORR) is a global research and advisory firm serving professionals in 13 key roles across three distinct client segments. Our clients face progressively complex business and technology decisions every day. To help them understand, strategize, and act upon opportunities brought by change, Forrester provides proprietary research, consumer and business data, custom consulting, events and online communities, and peer-to-peer executive programs. We guide leaders in business technology, marketing and strategy, and the technology industry through independent fact-based insight, ensuring their business success today and tomorrow. For more information, visit www.forrester.com.


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