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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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slide1

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
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
the rab iab conjunction project a media first3
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
my first online survey
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
project aims objectives
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?
project aims objectives6
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
why are radio and online natural media partners
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
why are radio and online natural media partners13
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
implications for advertisers
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
the new media ecology how the internet effects other media channels
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
slide18
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)

younger groups use the internet to access a growing range of av media content
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)

younger groups use the internet to access a growing range of av media content20
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)

the internet appears to significantly change the amount of time users spend with other media
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?

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

a brief history of the future
A brief history of the future…
  • 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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