Although only one of five ad agencies that buy online advertisements on
behalf of their clients have purchased Webcast, or streaming media,
advertisements, agencies have high hopes for the future of the format,
according to a new survey by Arbitron
Internet Information Services.
The survey consisted of 100 interviews with senior executives at
traditional agencies, interactive agencies and buying services in more than
a dozen major cities in the US.
The study found that 69 percent of agencies using Webcast ads plan to use
them more this year, and nearly all of the agencies plan to spend as much
or more this year than they did last year. So far, though, these agencies
are only spending five percent or less of their Internet budgets on Webcasts.
Of those agencies that hadn’t used Webcast advertisements, more than half
(56 percent) planned to use the format in the coming year. Eighty one
percent of ad executives surveyed believe that the format will grow
significantly in the next three years.
A lot is riding on the success of streaming media ads, especially for
entrepreneurs develop broadband content sites. Ads in streaming media —
that usually mimic television or radio ads, but are often shorter in length
— are a format on which a number of start-ups are basing their business
models.
Advertisers and agencies, too, have high hopes for the new format, as it
has the promise of being more engaging than banner ads, while still
retaining the interactive and targeting aspects.
“Many agency executives believe that Webcast ads are superior since it will
allow for consumer interactivity and provide targeted, compelling content —
delivering both audio and visual information,” said Bill Rose, general
manager and vice president, Arbitron Internet Information Services.
“Webcasters need to educate advertising agencies on the viability and
effectiveness of Webcast ads, especially since ‘Streamies’ or online
listeners and viewers are a new breed of consumers.”
The preferred buys, by those who are using streaming media ads, are on
Internet only channels, although existing radio and television stations are
also getting some ad dollars.
Much work needs to be done by those content developers, though, according
to the survey. Almost half (49 percent) of the advertising executives
surveyed have never been approached about buying this type of advertising.
It’s also critical that these players collect data about their users, and
about the effectiveness of streaming media ads.
Weaknesses of the medium, according to the agencies surveyed, include poor
penetration, technical issues, and poor signal quality.
