Sunday, February 11, 2001

Streaming Media Valuable Branding Tool

Advertising agencies say streaming media is a viable advertising medium, and that streaming media ads are effective corporate and product branding tools. This according to a new "Advertising Agency Streaming Media Awareness Study" conducted by MeasureCast Inc. and The Yankee Group. MeasureCast is the first company to provide Internet broadcasters, advertisers, and media buyers with accurate, next-day reports on streaming audience size and demographics.

"Our latest research provides valuable information and insights for Internet broadcasters and advertising agencies," said Ed Hardy, MeasureCast CEO. "To become successful, Internet radio and most other streaming media content must be advertiser supported. It's encouraging to see that 99 percent of this study's respondents are familiar with streaming media, and that 65 percent of them are likely to recommend streaming media advertising to their clients in the next 12 months."

One hundred advertising agency executives were interviewed for the study. Fifty of them worked for traditional ad agencies (including media buying services) with on-line media capabilities, and 50 were with on-line, or interactive, agencies.

Study Highlights

-6 out of 10 respondents (61 percent) have recommended streaming media advertising to clients in the past 12 months.

-65 percent of the respondents are likely to recommend streaming media advertising to clients in the next 12 months.

-Nearly half of all respondents (47 percent) say clients who have not previously invested in streaming media advertising will allocate dollars to streaming ads during the next 12 months.

-More than half of the respondents (56 percent) who previously purchased streaming media ads expect to spend more on streaming media advertising in the next 12 months.

-Nearly 7 out of 10 respondents (69 percent) agree that audience demographic data is crucial to making ad purchase decisions.

-More than half of the respondents (54 percent), say clients' perceptions that streaming media ads are too expensive keep them from purchasing those ads.

-The objective of the MeasureCast/Yankee Group study is to identify ad agencies' level of awareness and their perception of streaming media, to understand the online media buying decision process, and to reveal trends in the streaming media marketplace. The survey also targeted agencies with experience managing clients that have some accounts purchasing on-line advertising, and that make recommendations to clients on placing interactive media.

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