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There are three major advantages of streaming audio vs the terrestrial radio counterpart:
The growth of streaming audio has brought advertisers a plethora of options for ensuring that their most profitable consumer is receiving the message.
Below are the common ways we can target listeners via streaming audio:
In comparison, below are the ways terrestrial radio allows advertisers to target:
Streaming audio’s capabilities from a targeting standpoint allow brands to limit waste, increase their understanding of who is really reacting to their message and when, and enhance the listener experience through meaningful and timely communication.
Streaming audio is growing and has significant reach, but it shouldn’t replace a traditional terrestrial radio strategy entirely. As the points above demonstrate, the real mountain mover for brands is when both terrestrial 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, its 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.