POV

RAIN Summit recap: TargetSpot examines Hispanic and African American Net radio listeners

Thursday, April 25, 2013 - 11:35am

TargetSpot CEO Eyal Goldwerger encouraged RAIN Summit West attendees to look to multicultural audiences for marketing opportunities. Goldwerger delivered one of the day's two "POV" addresses, extolling the likely benefits of marketing to Hispanic and African American audiences via Internet radio.

Earlier this week we covered news of a study from The Media Audit (here) which focused on Internet radio adoption in the Hispanic audience segment.

The TargetSpot research revealed that while mobile device adoption in these segments is similar to that of the general U.S. population, African American Net radio listeners are even more prone to listen on mobile devices. Calling it an "early adopter market," Goldwerger revealed African Americans respondents were almost twice as likely to own an in-car Internet radio device as the general population (26% to 14%), and that African Americans' listening on all mobile devices topped the general index (see screenshot).

Goldwerger called multicultural listeners' social engagement -- both while listening, and engagement with services themselves -- "one of the biggest upsides of this market segment." In the study, 70% of Hispanic listeners reported being on a social media site while listening to Internet radio, topping the level for the general population (60%). African American listeners' engagement wasn't quite as high, yet still topped overall levels. Both market segments surpassed overall population numbers in other social media behvavior like "link Internet radio profile to social network," "share a station, band, or artist," and "look at what others are listening to."

The study also examined these populations propensity to shop online (and how that relates their listening habits), their recall/response rate to online radio ads, and specfics that make these segments "extremely attractive demos" for online advertisers.

You can listen to Goldwerger's entire presentation from RAIN Summit West here. All of the audio from the Las Vegas event is available on this website (look in the right-hand margin of www.KurtHanson.com).

Reminder: RAIN Summit West is Sunday

Wednesday, April 11, 2012 - 11:40am

We hope you'll be able to join us for our 11th annual Las Vegas conference, RAIN Summit West, coming up on Sunday. We're looking forward to a full day of education and inspiration, and great networking. Registration is still available on a very limited basis, here.

Don't forget, we're in a new location this year, the LVH Las Vegas Hotel & Casino (formerly the Las Vegas Hilton, just north of the Convention Center).

We're especially looking forward to the keynote address from SVP Production Business Units at ESPN (and former ABC Radio Networks president) Traug Keller. That's at 4:30p. See the day's full agenda here.

Another highlight is a new feature this year, the "POV" segments. Kind of like "mini-keynotes," three industry thought-leaders will each take 10 minutes with the theme "Redefining Radio." Our inaugural POV speakers are Triton Media Group President/CEO Neal Schore, Borrell Associates Founder & CEO Gordon Borrell, and Liquid Compass Founder & CEO Zackary Lewis.

We'd also like to welcome U.S. Copyright Office General Counsel David Carson, who'll sit down for a one-on-one with David Oxenford of Davis Wright Tremaine to discuss copyright royalties. Kurt Hanson's annual "State of the Industry" is set for 11:45a, and our traditonal RAIN Reader Cocktail Party will cap off the day.

We wish you safe travels, and look forward to seeing you in Las Vegas.

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