It’s the most wonderful time of the year – the Edison Research Share of Ear study results! Pandora dove into the most recent findings from Edison’s analysis of all things audio. Not surprisingly, they found some flattering numbers for digital streaming! While digital on-demand audio consumption is clearly on the rise (+9% among 25-54s this year, to be exact), we at Royle Media like to consider the benefits and drawbacks of all media before recommending a media strategy to our clients. While the inexpensive cost and hypertargeting of streaming audio certainly has appeal in action-heavy campaigns, some clients need to brand themselves to the widest net in the largest geography possible, which is where radio is almost always the more cost-efficient option.
Of course, we think any audio campaign should be supplemented with a healthy dose of digital programmatic advertising to maximize its effect. If you need traditional or digital media advertising recommendations for your business, we’re happy to help! Scroll down to fill out our contact form to get your free consultation.
See more of Pandora’s findings here.