IAB Seminar Talks Up Streaming Audio For West Coast Agencies
March 27, 2012 at 4:09 PM (PT)
"It's happening," SPOTIFY's JON MITCHELL said on a panel at The INTERACTIVE ADVERTISING BUREAU's Streaming Audio for Agencies Day in WEST HOLLYWOOD, CA on TUESDAY (3/27) , "and it's happening really fast." The comment set the tone for the symposium's overview of current developments in the streaming audio world.
Beginning with consultant and ALL ACCESS columnist MARK RAMSEY's discussion of redefining "radio" as a "trans-media" entity ("divisions (between media) do not exist to the consumer. It's all one thing"), the afternoon included a panel taking questions from agency representatives on mobile and web audio developments, and ACCURADIO and RAIN CEO KURT HANSON's overview of the state of streaming audio measurement as radio enters what HANSON characterizes as the industry's fourth "golden age."
TRITON DIGITAL's BILL FREUND and TARGETSPOT's AMY BECKER ran through their own statistics showing the engagement aspects and effectiveness of Internet audio, echoing the general consensus among the panels that adding audio to digital campaigns aids recall and response, and explained how listening is tracked. GROUPM's TAYLOR WOOD offered examples of successful streaming audio campaigns (including TROJAN condoms on SLACKER), and representatives of clients CITRIX (MIKE GUARNIERI) and FRASER COMMUNICATIONS (RENEE FRASER) discussed their use of streaming audio with PANDORA's DOUG STERNE. WOOD also scolded syndicators for "not being in control of their affiliates," specifically in the RUSH LIMBAUGH controversy, in which he said the syndicator should not have had to take entire stations off client lists due to not being able to guarantee that client spots would not air on LIMBAUGH's show.