Lots of people are talking about audio these days. And for good reason. Smartphones and smart speakers have people listening to more audio and more different types of audio than ever. The downside, though, of talking about “audio” in general is that it can put every type of audio—radio, music streaming, and podcasts—into the same […]
All Audio is Not Alike: What Each Type Brings to Listeners and Advertisers Read More »
Looking back at it, the on-demand entertainment revolution has been going on for a full generation now. It’s been more than 20 years since PVRs and DVDs made it possible to watch digital copies of your favourite movies and TV shows on your schedule. And it’s 20+ years since Napster, then the iPod, delivered on
Where is the Growth of On-Demand Content Leading Us? Read More »
Apple and Spotify recently opened the door to helping podcasters set up paid subscriptions on their platforms. Meanwhile, though it went largely under the radar on this side of the ocean, Bauer Media in the UK rolled out a paid subscription package for radio, offering super fans of its Scala Radio, Jazz FM, Planet Rock
What Kind of Audio Will Listeners Pay to Subscribe to? Read More »
I have a confession. I’m a two-finger typist. When I got my first elective in middle school, the choice was typing or Latin. I went for Latin. Bad call. When I landed my first job writing radio ads, there was no time for remedial learning. I survived by clumsily bashing my two fingers into the
How Voice Tech is Helping to Make Audio Hot Read More »
How Customization Adds Value to a Brand Lift Study In civil engineering surveys, benchmarks (like the one above) provide a reference point from which other measurements can be taken. These are often quite literally set in stone because their value derives from being a static, unchanging point of comparison. Market research surveys
Survey Benchmarks are Only the Beginning Read More »
Over the past few decades, audio has been used mainly as a tactical tool to drive immediate sales. And for some very good reasons. Radio serves as the last mile in reaching drivers in their cars or trucks who are about to make a purchase. Meanwhile, direct-to-consumer brands have had great success with host-read ads
Hear That? It’s the Sound of Audio Building Brands Read More »
Conducting Brand Lift Studies for podcasts can be a challenge. It can be difficult to catch listeners ‘in the wild’ to see if your campaign is moving the needle on awareness, consideration or brand perceptions. But it also provides an opportunity. At the heart of the challenge is the magic power that makes podcasts so
Brand Lift Studies for Podcasts: The Controlled Exposure Approach Read More »
As we look towards 2021 with a big sigh of relief, it feels like a good time to look back at 2020. As traumatic as 2020 has been, it was also a year of change for audio. Stay-at-home orders disrupted our lives and shook up the habits around the soundtrack that accompanies our lives. Commute
8 Things We Learned from Our Audio Research in 2020 Read More »
It’s the curse of being a researcher. Our clients often ask us what’s going to happen in the future. But the truth is that researchers have a limited perspective: we see things through more of a rear-view mirror than a crystal ball. At best, we can look at what just happened, review findings from other
Polishing the Crystal Ball for the Future of Audio Read More »
Working on brand lift studies for audio I am often reminded of David Ogilvy’s complaint in Confessions of an Advertising Man that some marketers use research “as a drunk uses a lamppost—for support rather than illumination.” That quote goes back nearly 60 years now to the Mad Men era of advertising, but the point may
Using Brand Lift Studies for Illumination as well as Support Read More »