The Media Conjunction of Internet and Radio
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The Media Conjunction of Internet and Radio Commissioned by: The Radio Advertising Bureau & Internet Advertising Bureau Presented by Other lines of enquiry June 2005. The RAB & IAB conjunction project - a media ‘first’.

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The Media Conjunction of Internet and Radio

Commissioned by:

The Radio Advertising Bureau

& Internet Advertising Bureau

Presented by Other lines of enquiry June 2005


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The RAB & IAB conjunction project- a media ‘first’

  • Interesting times, tension in the air – new IAB figures suggest Internet ad revenues have overtaken radio

  • Model of inter-media cooperation – balancing the needs of both parties in the survey and during PR communications

  • New media ecology – media ‘conjunctions’ and new glimpses of our broadband future

  • My first online survey


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The RAB & IAB conjunction project- a media ‘first’

  • A brief history of the future - new media ecology

  • Real and mutually beneficial media symbiosis or ‘conjunction’

  • A new glimpses of our broadband future

  • My first online survey


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My first online survey

  • Self-completion internet questionnaire

  • 20 minutes in duration

  • 523 respondents – all regular internet & radio users

  • Recruited from a panel of 250,000 respondents


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Project aims & objectives

  • General belief that consumers combine radio with PC/ online usage

  • Does the parallel or secondary nature of radio complement the primary and solitary activity of surfing?


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Project aims & objectives

  • How many people listen whilst online, why they combine these media and what are the opportunities for brands?

  • Define this media conjunction in terms of frequency, time and location of combined usage


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Why are radio and online natural media partners?

  • Online and radio provide complementary rational and emotional consumer benefits

  • Online is perceived as a convenient channel for helping people find what they want, when they want it

  • Radio is perceived as offering the human touch, helping to shape the moods and rhythms of the day


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Why are radio and online natural media partners?

  • Both mediums offer complimentary forms of social connectivity

  • Online allows people to stay in touch with immediate social networks and defined communities of interest

  • Radio keeps people in touch with local or broader communities of interest


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Implications for advertisers

  • The research suggests radio can increase response to and interaction with online campaigns

  • People seem prepared to follow up online things they have heard about on-air

  • Search is one of the main online routes for following up on radio ads - radio ads implant ‘key-words’ in listeners minds


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John Naughton – ‘A brief history of the future’

When a new species of media is introduced into the ecology, existing media have to adapt

The internet’s ability to serve a huge variety of content places it at the centre of the current media ecology

The new media ecology – how the internet effects other media channels


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More people are using the internet to access content that’s commonly associated with other media types

Base: 523

Q13a I use the internet a lot to… (strongly agree OR quite agree)


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Younger groups use the internet to access a growing range of AV media content

Base: 523

Q13a I use the internet a lot to… (strongly agree OR quite agree)


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Younger groups use the internet to access a growing range of AV media content

Base: 523

Q13a I use the internet a lot to… (strongly agree OR quite agree)


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The Internet appears to significantly change the amount of time users spend with other media

Base: 523

Q16. Compared with a year ago, how much time do you think you spend today using the following media?


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Consumers expect only internet usage to increase significantly over the next 12 months

Base: 523

Q17. Compared with today, how much time do you think you will spend using TV 12 months from now?


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A brief history of the future… significantly over the next 12 months

  • Broadband is accounting for an increasing share of media time amongst its users

  • Broadband is ‘content neutral’ – it can, or soon will, deliver any AV content as well as established channels

  • Evidence suggests many leading media brands risk becoming ‘repertoire’ brands in the broadband space


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