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November 30, -0001
Engagement MattersIf you’re a regular reader of All Access’ Net News coverage, you may have noticed a couple of articles on Monday morning that told complementary stories about the uniquely engaging qualities of audio-based content.
First up was an article calling attention to a blog post by WESTWOOD ONE and CUMULUS MEDIA’s PIERRE BOUVARD about a new study from audio industry powerhouse iHEARTMEDIA and the marketing research firm WARC.
As Bouvard explained in his post, the point of the study, entitled “The Investment Gap: Understanding the Value of Audio”, was to ask a question of obvious importance to iHEART, CUMULUS, and any other audio content creator – are media buyers undervaluing audio as an advertising channel? – and the answer, premised upon listeners’ “close relationships with preferred stations, hosts, and platforms”, was a resounding yes.
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