By Centro Team Dec 13 2011 Blog

Stream Audio: Broadcast Experience, Digital Execution

The best part about Streaming Audio is that it mirrors the offline experience while providing advertisers with the superior digital targeting capabilities. Broadcast Radio relied on Radio format to determine the best brand fit, but the growth of Streaming Audio has brought advertisers a plethora of options for ensuring their most profitable consumer is receiving the message. Below are the common ways we can target listeners via Streaming Audio:

  • Demographics
  • Psychographics
  • Format (Music, Talk, News, Sports)
  • Music Genre (Country, Hip Hop, R&B, etc)
  • Geography (Country, State, DMA, City, Zip)
  • IP Address
  • Daypart
  • Domain (.edu, .gov, .org)
  • Registration Data
  • Device (Computer, Tablet, Mobile)

In comparison, below are the ways Broadcast Radio allows advertisers to target:

  • Buying Demographics (based on survey and consumer diaries)
  • Format (Music, Talk, News, Sports)
  • Music Genre (Country, Hip Hop, R&B, etc)
  • Geography (DMA)
  • Daypart

Streaming Audio’s capabilities from a targeting standpoint allow brands to limit wastage, increase their understanding on who is really reacting to their message and when, and enhance the listener experience through meaningful and timely communication.

Key Takeaway:
Streaming Audio is growing and has significant reach, but it shouldn’t replace a traditional Broadcast Radio strategy entirely. As the points above clearly demonstrate, the real mountain mover for brands is when both Broadcast Radio and Streaming Audio are brought into the overall campaign. While Streaming Audio benefits through advanced targeting options, stronger reporting and analytics, and a more engaged consumer listening and interacting with the medium, it’s greatest strength comes from the fact that it offers advertisers an immediate and actionable platform for listeners to engage with their :30s/:60s radio spots.