Study Looks at Attitudes Toward Digital Ads
Digital advertisement network integrator TargetSpot commissioned a study of Internet radio consumer attitudes, expectations and experiences with digital audio ads.
The company has been releasing bits and pieces of it over the last few months. Now for public consumption is a look at consumer attitudes about digital ads.
The study determined that most consumers didn’t mind the ads so long as they got something in return The majority, 59%, accepted the ads in return for coupons, discounts or some freebie while 55% accepted ads as a tradeoff to listening to a station for free. Coupons and discounts are big with consumers of digital audio ads.
The study also found a high level of acceptance for targeted ads based on personal profiles: “… 65% are comfortable receiving ads based on their personal profiles and 70% are comfortable receiving ads based on their Internet Radio usage and/or content preference.”
Additionally, the study noted, “Targeted advertising content resonates with digital audio listeners because it speaks directly to specific audiences and appeals to their individual interests. Correctly targeting the listener is critical, as is the creative messaging, since 35% of consumers who responded to a digital audio ad believe they were personally targeted.”
And it should be no surprise that mobile devices and its “ever-increasing audience” were a topic of the study. It offered that “… 27% of digital audio listeners do not mind getting ads on their mobile device for products/services they are interested in and the same percentage does not mind being targeted based on their physical location.”
The study expands into many niches: ad awareness, privacy, ad toleration and more.
TargetSpot CEO Eyal Goldwerger stated, “More than half of Internet radio listeners are shopping or researching future purchases while listening, and 60% are social networking. Therefore, the effects of properly messaging to this engaged and influential audience are profound.”
The study (PDF) was conducted by Parks Associates.