Tuesday, August 09, 2011

Another Win For Radio: The Science Of Ad Placement

Radio-Info's Daniel Anstandig reports today that a new study by Casale Media, a digital display ad network, affirms that “reach and frequency” works online the same way it does in radio or TV.
They recently analyzed a random sample of two billion ad impressions from Q1 2011 across their display ad network and found that online ads are most effective when they are placed in the top of the page and first in order.

.. which reminded me of a BBM/Canada presentation earlier this year by Alex Petrilli from TiVO who gave some results from their StopWatch research which measures second by second viewing of the US PVR audience.

This has shown the importance of the 1st in pod position in terms of retaining the audience during a commercial "break."

Other strategies have proved successful in preventing the audience from hitting the fast forward button, particularly “promercials” such as the recent campaign from American Express using the cast from Glee.
This brought to mind the PPM research using actual usage data (What Happens When the Spots Come On) from Arbitron, interpreted by Coleman:

The fact that radio's cume is always going up throughout the listening day as PPM proves, means that no matter when your commercial runs on the radio, it's on center stage.

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