Digital audio special research key take outs EN.pdf
Digital Audio
Special Research:
Consumption and Attitude Towards Advertising
Market: France
July 2022
Ads on digital audio formats draw more attention compared to ads on other formats
Digital audio campaigns deliver both attention & reach
Reach of these digital platforms is even higher
Digital audio ad formats perform better compared to online ad formats among 16 to 34 year olds, where digital audio rises to such as video or display.
Compared to other online ad formats, such as banners or videos, digital audio ads are perceived as more useful, providing inspiration, are more relevant and credible, and on top of that are perceived as less disturbing.
Digital audio brings an outstanding incremental reach to FM radio
The French consumers, in line with FM radio.
NICHE MARKETING Digital Audio
- Papers/Magazines
- Billboards
- Mobile Games
- Online videos
Exclusive digital platform listener
(18% of the total population)
SAFE BET METHODOLOGY
• IPSOS STUDY in France for Targetspot
- 1000 online interviews
- July 2022
KEY TAKE OUT FROM IPSOS STUDY ON DIGITAL AUDIO ADVERTISING IN FRANCE
Digital audio is the BEST media in terms of attention to ads
Ads on digital audio formats draw more attention compared to ads on other formats
ATTENTION TO ADVERTISING SCORE (top 3 score 8-10)
30
25 25 24
23 22
20 20
17 16 16
15 14
10 Digital Audio Papers/Magazines Billboards Mobile Games Television Online Videos Social Media FM Radio Banner on Websites
Question: When you hear/see an advertisement on …, how attentively do you watch/listen to it?
KEY TAKE OUT FROM IPSOS STUDY ON DIGITAL AUDIO ADVERTISING IN FRANCE
Podcasts ads are particularly noticed, with an exceptional score for 35-54y
ATTENTION TO ADVERTISING SCORE (top 3 score 8-10)
30 Digital audio 27 26 2524 23 22 22 20 20 17 16 16 1514
10 Podcasts Internet Radio Music Streaming Papers/Magazines Billboards Mobile Games Television Online Videos Social Media FM Radio Banner on Websites
Question: When you hear/see an advertisement on …, how attentively do you watch/listen to it?
MEDIA CONSUMPTION PAST 30 DAYS CONSUMPTION INDEX 16-34 year old VS ALL RESPONDENTS
Consumed by two thirds of 16-34 y.o
37
35
Consumers, comparable to FM radio or video platforms
MEDIA CONSUMPTION PAST 30 DAYS
Question: Which of the following media did you consume in the past 30 days? / Q1b. Did you see posters on billboards in the past 30 days?
Such as mobile games and online video, digital audio is more consumed by 16-34 y.o than by the general population.
CONSUMPTION INDEX 16-34 year old VS ALL RESPONDENTS
Question: Which of the following media did you consume in the past 30 days? | Q1b. Did you see posters on billboards in the past 30 days?
KEY TAKE OUT FROM IPSOS STUDY ON DIGITAL AUDIO ADVERTISING IN FRANCE
4 in 10 people younger than 35 listens exclusively to
25% of audio reach comes exclusively from digital audio.
DIGITAL AUDIO 38% 47% 15% FM RADIO
Question: Which of the following media did you consume in the past 30 days? | Q1b. Did you see posters on billboards in the past 30 days?
KEY TAKE OUT FROM IPSOS STUDY ON DIGITAL AUDIO ADVERTISING IN FRANCE
When the 3 dimensions are combined, digital audio as a whole brings both scale and attention
Podcasts Internet Radio
Podcasts and
Papers/Magazines
10)
Internet radio have
-Music Streaming
An amazing 20
Mobile Games Television Online videos
(SCORE 8 FM Radio Social Media
ATTENTION
Banners on websites
10 10 20 30 40 50 60 70 80 90
WEEKLY REACH
30 NICHE SAFE MARKETING Digital Audio BET
Papers/Magazines
10) -Billboards 20
Mobile Games Television
Online videos
CROWDED (SCORE 8 FM Radio Social Media
ATTENTION OMNIPRESENT
Banners on websites CHANNELS
10
WEEKLY REACH
Ads in podcasts
105 105 86 113
Ads on internet radio 104 107 105 118
MEETING OBJECTIVES - INDICES
| Brand Awareness | Brand Understanding | Call to action | Brand Image | Brand Loyalty | |
|---|---|---|---|---|---|
| Digital Audio | 99 | 103 | 99 | 108 | 112 |
| Ads in podcasts | 105 | 105 | 86 | 113 | 103 |
| Ads on internet radio | 104 | 107 | 105 | 118 | 128 |
| Ads on music streaming platforms | 92 | 97 | 103 | 98 | 106 |
| Ads on FM radio | 102 | 100 | 98 | 100 | 87 |
| Ads in mobile games | 96 | 92 | 91 | 74 | 86 |
| Ads on television | 107 | 113 | 110 | 111 | 105 |
| Ads on billboards | 98 | 97 | 106 | 103 | 98 |
| Ads in newspapers - magazines | 104 | 132 | 100 | 112 | 101 |
| Ads in online videos | 108 | 101 | 98 | 100 | 94 |
| Bannering on websites | 88 | 64 | 103 | 72 | 103 |
| Ads on social media | 96 | 92 | 100 | 97 | 89 |
| Base Did consume this type of medium in the past 30 days Question Q.6 Advertisements can have different goals. Can you indicate, for each of the following types of advertisements, for which advertising goals they are suitable? |
Gives Keeps me Too much
Useful Playful Disturbing*
inspiration up to date ads*
Reactions to digital audio ads are really positive compared to other digital
Internet radio 131 123 120 121 96 95 96 113 108 109
Podcasts 114 94 97 118 107 97 101 107 111 112
Music Streaming 96 87 91 94 106 97 115 94 96 97
| Advertising Attributes-indices | | Ads on internet radio are perceived as inspirational, useful, playful and they keep people up to date on promotions. They yield more benefits than online videos, banners or FM radio |
| --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- |
| | Gives inspiration | Useful | Keeps me up to date | Playful | Disturbing* | Too much ads* | Annoying* | Relevant | Surprising | Credible |
| Internet radio | 131 | 123 | 120 | 121 | 96 | 95 | 96 | 113 | 108 | 109 |
| Podcasts | 114 | 94 | 97 | 118 | 107 | 97 | 101 | 107 | 111 | 112 |
| Music Streaming | 96 | 87 | 91 | 94 | 106 | 97 | 115 | 94 | 96 | 97 |
| Mobile Games | 95 | 91 | 83 | 101 | 112 | 106 | 113 | 96 | 101 | 83 |
| Social Media | 89 | 83 | 85 | 81 | 109 | 108 | 105 | 87 | 81 | 78 |
| Online Videos | 87 | 84 | 74 | 93 | 116 | 110 | 114 | 93 | 97 | 89 |
| FM Radio | 86 | 105 | 121 | 101 | 95 | 105 | 95 | 100 | 98 | 112 |
| Banner on Websites | 76 | 74 | 91 | 69 | 114 | 107 | 109 | 86 | 78 | 79 |
| 35-54yo | Ads in podcasts score better within 35-54 age group, confirming their potential combined with high attention value |
| --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- |
| Podcasts 34-54yo | 119 | 94 | 101 | 102 | 89 | 103 | 123 | 126 | 124 | 105 |
Recommendation: digital audio must now become a
mainstream investment in your media mix
The opportunities for visibility are huge given how of attention means your campaigns need less underinvested this media remains repetition compared to other media
The days when it was part of an innovation budget are over.
Whilst reach is now really strong, the exceptional level
Digital Audio
10)
Reach - 20
Used by 1% of advertisers*
4 times less advertisers than in FM radio in 2021**
*Nombre d’annonceurs Audio Digital vs Annonceurs tous médias 2021 / Source : Baromètre unité du marché
***Source : baromètre de l’audio digital Kantar T1 2022
0.6% of digital advertising budget***
*Nombre d'annonceurs Audio Digital vs Annonceurs tous médias 2021 / Source : Baromètre unité du marché publicitaire / http://francepub.fr/pdf/BUMP-2022.pdf
**Nombre d'annonceurs Audio Digital vs annonceurs radio / Source : Baromètre unité du marché publicitaire
***Source : baromètre de l'audio digital Kantar T1 2022