The struggle to convince the advertising community of the
viability of streamed advertising appears to
have turned a corner, according to figures released yesterday
by
Arbitron. But
according to webcasters, the lack of credible third-party audience
measurement remains the biggest obstacle to swaying potential
advertisers.
The survey, "Webcasters Speak Out," was released
at the Webcast Advertising Today Conference in New York. It showed
that 85 percent of webcasters have sold at least one webcast advertising
buy in the past year -- and that 63 percent of webcasters have
been called by agencies placing webcast ads.
However, the study also revealed that one-third of webcasters
believe that the lack of an established audience-measurement metric
is their biggest obstacle to selling streamed ads. "Advertiser
awareness and interest," "lack of coherent sales message,"
and "technology issues" were also cited as impedences
to webcasters trying to sell ads.
See Arbitron's announcement of the study results
here.
Of all traditional media, radio may benefit the most, or at
least suffer the least, from people's increasing use of the Internet.
That's the finding of
Scarborough
Research in their first Internet Study, the results of
which were released yesterday.
While 23-percent of online consumers say they watch less
television since they began
using the Internet, other traditional media types suffered less.
Twenty percent reported they read magazines less, and 15-percent
for newspapers. Just nine percent said they listen to less radio
because of the Internet.
This trend was mirrored in those who said their consumption
of traditional media actually
increased
since they've been online.
Eleven percent said they
listen to the radio more now than before the Internet. That percentage
increase was less for newspapers (nine percent), magazines (eight
percent), and TV/cable (seven percent). And the percentage of
those who said their use of traditional media since going online
hasn't changed was highest for radio (81-percent), and lowest
for TV (70-percent).
Other findings show that seventeen percent often or sometimes
listen to Internet radio while online. Internet radio listeners
were shown to be more experience on the Web, with 65 percent having
been online for three or more years.
See more results of the study
here.
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From RBR.com: "
Real
Broadcast Network has been picked for ABC Radio’s upcoming
streaming re-launch and all LMiV websites, in conjunction with
DoubleClick.
LMiV is the online venture partnership
of Emmis, Bonneville, Entercom, Corus and Jefferson-Pilot. RBN
is supplying the ad
insertion technology, as well as repping
for both.
"'The solution around the AFTRA issue is that this
talent still gets paid, but they get paid for an Internet ad and
they don’t get this 300% markup for the terrestrial broadcast
that’s broadcast over the Internet. The solution is meant to make
it profitable to stream. The byproduct is that it also happens
to solve the AFTRA issue, RBN Product Manager Jim Kreyenhagen
tells RBR. 'As far as the ad repping component goes, the local
stations will also rep the inventory, so they will be trying to
sell some of their own ads. But in the event that they don’t sell
100%, we’re also selling those ads at the same time.'
Read the full story
here.
