8/12/13: Forrester says online audio particularly suited for marketing to mobile consumers

Paul Maloney
August 12, 2013 - 1:00pm

A new Forrester Research report touts "in-stream audio" as a powerful and still under-utilized advertising vehicle. Report author Anthony Mullen encourages marketers to take advantage of the "unique user experience, targeted reach, and guaranteed impressions" that services like Internet radio afford.

The growing popularity of mobile usage actually enhances this advantage. Display ads won't work as well on mobile's small screen, but an audio ad delivered to a mobile device (and through headphones) is (at least) as functional as through computer speakers. Even more, audio ads come one at a time, and avoid the cluttering of visual advertising.

Internet radio (and other ad-supported online audio) fell victim to being neither a purely traditional nor purely digital medium -- and often didn't get a share of campaign budgets divvied up in this way. As such, even today, advertising growth hasn't kept pace with consumers' embrace of the medium, and the full opportunity for markets remains unmet.

The report, called "In-Stream Audio Advertising," describes the maturing of the ad-delivery technology segment, including ad exchanged and real-time bidding platforms.

Inside Radio, which covered the report, wrote: "The Forrester report may not break any new ground in the minds of broadcasters. But as an objective research firm coming to many of the same conclusions as radio has presented to advertisers, it’s sure to help convince some brands to take a second look at in-stream audio ads."

Report author Anthony Mullen blogged about the report here. Purchase the report here, and read Inside Radio's coverage here.

Paul Maloney
August 12, 2013 - 1:00pm

Beats Electronics has officially named its upcoming music service Beats Music, reports Hypebot.

Beats Music (it's working name was "Daisy") is now advertising career positions for designers and engineers on its website here.

Beats Electronics (the headphone maker) employs luminaries like Jimmy Iovine, Trent Reznor, and former Topspin and Yahoo! Music head Ian Rogers. Beats owns on-demand service MOG, but says it wants to develop an online service backed by expert curation as well as machine intelligence to enable music discovery better than competitors (read more in RAIN here).

Read Hypebot's coverage here.