A while back, I thought I spied a discussion of pricing
for audio ads online. I just subscribed and I would
like to re-open this discussion.
I am currently looking in to the rate structure for
audio ad insertions in regular programming mid-stream
(similar to radio ads). As many streaming radio
listeners tend to listen passively and minimize the
site while working on other applications, I think audio
ads would actually be the most effective advertising
within this type of site. However, certain factors to
consider is listener toleration for ads and duration &
distribution of those ads within a time period. As very
few internet only radio stations have commercials
placed mid-stream, the audience is not yet accustomed
to this type of interruption and this may well be one
of the drawing factors for listeners. We have to
consider how the visitors will respond to the presence
of these ads. I would imagine that since tuning out an
ad is just a fingertip away, audio streaming listeners
who can easily move from one site to others will be
more likely (than radio listeners) to " change
stations" at the onset of a commercial break.
On the other hand audio streaming listeners who listen
to terrestrial stations broadcasting real time online
are accustomed to these ads as they are part of the
programming. Does anyone have any input on Listener
tolerance for this type of advertising?
Funke
Received on Wed Jan 26 2000 - 09:43:16 CST
