New Study: The On-Demand Media Consumer - Page 3

Recommendations

1. As teens and young adults mature and on-demand media devices become more prevalent, consumers’ desire to control their media use is likely to spread. Marketers need to work now on strategies that will cut through in an increasingly on-demand media world.

2. Traditional media should consider playing first-run programs more than once, provide consumers with content online in addition to over-the-air, and partner with on-demand media services.

3. Internet media need to continue to make listening and viewing experiences more compelling. Consumer passion for the programming itself is not as strong as the passion for newer on-demand media devices such as TiVo/DVR and iPod or traditional media options such as radio or cable: therefore, Internet broadcasters need to continue to focus on providing unique programming that generates greater consumer passion for their medium.

4. 20% of Americans subscribe to satellite radio, own an iPod/MP3 device or listened to Internet radio in the past week, compared with the 95% of Americans who listened to radio during the week. Plus, this study reveals that on-demand audio consumers listened to only slightly less radio per day (15 minutes) than average.

5. Advertisers for on-demand media devices should run Internet audio and video advertising to get the attention of potential buyers. People who use on-demand media devices and services are heavy Internet users, making Internet media ideal to promote their products.

6. Internet advertising needs to expand beyond banners, search and pop-ups. Internet broadcast advertising with Internet radio and visual ads attached to video content cannot be skipped or avoided, and may prove to be a vital part of the Internet experience.

Article Author: Eric Olsen

Career media professional Eric Olsen is honored to be the founder and publisher of Blogcritics.org, which, quite frankly, rules - as do his wife and four children.

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