Targetspot says an independent Ipsos survey it commissioned on digital audio consumption in France shows that digital audio advertising has far greater reach and attention than many other forms of media.
Ipsos surveyed 1,000 people online. The key findings include the following:
- Digital audio is the best media channel for capturing attention. Podcasts and online radio have the highest attention scores, far ahead of social networks or display advertising. The attention scores for audio ads are higher for a young audience (16–34-year-olds) than for any other age group.
- Digital audio advertising is particularly well received by listeners. Consumers perceive advertising on online radio as far more inspiring, useful and credible than advertising on other media, such as social networks, online games, videos, or even television, where consumers frequently consider it annoying.
- Digital audio brings significant incremental coverage to FM radio. Every week, nearly 50% of French people listen to digital audio, which is comparable to FM radio. Of that 50%, 25% only listen to digital audio. The incremental coverage provided by digital audio to FM radio is even greater for 16–34-year-olds, 40% of whom only listen to digital audio.
- Digital audio advertising campaigns deliver both coverage and high attention. Individually, podcast, online radio and podcast channels have moderate coverage, but grouping all these digital audio uses into a single campaign can achieve both high coverage and high advertising attention.
You can download more details of the key findings here.
You can watch a video of the key findings here.