Kelly Scott Madison

Making Sense of Audio

05/17/2016

 

Visualizing strategies across various platforms

Pure Play Only 

Why:

Reach audiences consuming online audio (primarily ages 18 to 34)

Run an audio campaign integrating advanced digital metrics

Utilize third-party data to target a specific audience-Pair audio ads with a visual platform on mobile and desktop devices (e.g., coupon, companion banner, video)-Possibilities exist to align brand with specific artists, formats and song lists


Campaign Delivery:

Achieve up to 57 percent weekly reach against consumers 18 and older, and 52 percent reach against ages 18 to 34 (must purchase multiple platforms to achieve full reach; Pandora delivers 25 percent weekly online audio users)

 

Broadcast Only

Why:

Reach audiences consuming terrestrial, AM/FM stations

Attain broader reach across audiences aged 18 and older versus online-only platforms

Allow for hyper-local community presence in the form of traffic, weather or news sponsorships-Possibilities exist to align brand with on-air talent for increased brand loyalty and credibility

 

Campaign Delivery:

Achieve up to 93 percent weekly reach...


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