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
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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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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 internets ability to serve a huge variety of
  content places it at the centre of the current
  media ecology

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More people are using the internet to access
content thats 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

• 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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