Over 100 million people subscribe to streaming radio services such as Pandora® and Spotify®, a number that’s only expected to grow in the years ahead. With the vast majority of those users embracing the ad-supported “freemium” model in over 50 countries around the world, streaming radio represents one of the most attractive and cost-effective platforms to connect with global healthcare consumers.
We Interrupt This Broadcast
For years, traditional radio’s anonymous listenership has made it difficult for advertisers to accurately identify and target key patient demographics in a consistent, practical, and, most importantly, affordable way. Streaming radio is profoundly changing that paradigm, allowing for a clearer view into the personal preferences of listeners – everything from age and gender to location and behavioral habits. Analyzing the relationship between these data points helps you to better understanding the target audience and where they spend their time, and how to deliver more relevant clinical trial advertising content.
Built to Deliver Results
Beyond the wealth of decision-making data available, perhaps the biggest strength of streaming radio is the platform itself. Streaming radio turns casual listeners into a focused and engaged audience. Each prompt to “Like” or rate a song reinforces the user’s connection with their mobile device. Streaming radio also eliminates one major challenge faced by advertisers – the ability to skip advertisements – thus ensuring the listener’s full attention.
Broad Reach, Hyper Targeted
Streaming radio gives clinical trial marketers the granularity of data needed to optimize the effectiveness of advertising. The sheer amount of variety available through streaming radio enables advertisers to focus on concentrated areas where the target audience is most likely to be. So instead of trying to engage women 30 to 49 by spending a lot of money blanketing a local Top-40 broadcast radio station, you can get the same result specifically targeting mothers on three to five streaming radio channels – at a fraction of the cost.
May We Have Your Attention, Please?
Streaming radio listeners are twice as likely to respond to in-stream advertisements as their broadcast counterparts. Streaming radio combines a traditional audio message with a full-screen, clickable banner advertisement for a one-two punch. So now instead of running to find a pen and paper to write down a phone number, users can simply tap the screen to visit the study website, take the online screener, and see if they pre-qualify to participate in your clinical trial.
Another reason for the increased response is the low volume of advertisements that are presented. In broadcast, a full 22 minutes of every hour is devoted to advertisements. While that might be good for radio station owners, it’s the advertisers who suffer as their message becomes lost among the vast number of competing products and services. Streaming radio typically airs just two to three minutes of advertisements, making them less intrusive and therefore more likely to capture the full attention of listeners. Plus, when presented with the advertisements, the “freemium” model ensures users can’t change the channel. And because that message is presented to the key demographic you’re targeting, you can expect response rates to soar.
For more on mobile advertising strategies for patient recruitment continue to check back in on our blog. We plan to delver into this topic a lot in the coming months! And be sure to follow us on Twitter @BBKWorldwide.