Audio Stream – the live stream of the radio station’s programming via the station’s website, iono.fm or other streaming platforms
In 2019, the Infinite Dial report measured digital audio listening online and found that 44% of South Africans listened to the radio on a device other than the radio *.
In other words, 44% of South Africans broadcast their favorite radio station at home instead of listening to it on traditional terrestrial radio. With the high penetration rate (88%) of smartphones in South Africa, it is no wonder that the mobile phone is the device of choice when it comes to audio streaming. The digital audio audience is also diverse, with a 50/50 gender split and 71% under 54.
It’s important to note that this research was done before the world rocked with the Covid19 pandemic.
2020 has turned out to be a pivotal year for audio streaming in South Africa, with no signs of slowing the trend in 2021. United Stations has seen its available streaming audience grow 100% to one million streams per month on its network of radio stations and websites since the start of the pandemic.
In line with the growth seen in local digital audio, United Stations has strengthened its offering by entering into an agreement to be the exclusive local business partner of Wondery, the world’s largest independent podcast producer. Wondery’s expertise in maximizing ROI and innovation in digital audio, along with the breadth of its South African audience, added another dimension to the US network.
In traditional radio, marketers can only deploy general campaigns – with limited ability to target specific demographics. With online streaming, however, marketers can now measure and target audio ads. Combined with a DMP (data management platform), proprietary proprietary data is used to build a targeted digital audio campaign. To be frank, for the first time, a traditional 30-second radio spot can now be used to target the right audience, at the right time, in the right place.
The clear benefits advertisers reap from including digital audio ads in their strategies are mind-blowing engagement and viewership rates.
Since linear digital audio ads are not easy to ignore – digital audio is not subject to the “five-second jump” phase of digital video ads – the brand receives full public attention. Nielsen Media Lab claims audio ads have a 24% higher recall rate than traditional graphic ads.
Despite the pandemic, digital advertising grew by 18% in 2020, compared to a 27% reduction in the total advertising market (IAB SA Internet Advertising Report 2020).
Now is the perfect time to use your brands’ digital budget to boost the performance of your traditional radio campaign with a targeted digital campaign.
The best opportunities in targeted targets digital audio
The mix of local podcasts, live audio streams and our catch-up radio offering from United Stations is now enhanced with podcasts from Wondery, the world’s largest independent podcast producer
Our comprehensive network offers cost effective and targeted solutions to increase the return on investment of any radio advertising campaign.
For advertising opportunities, contact Chris Borain at [email protected]