Media Consumption

Media Consumption:

Media consumption is not only evolving when it comes to what media consumers are using, there has also been an increase in total consumption. From 62 hours to 73.1 hours. This is due to simultaneous consumption such as watching TV and checking your Yahoo Mail. This is very important when we talk about taking a holistic approach to the media mix of the advertisers. I always ask my advertisers:

* How can we carry the same messaging across all media to increase the engagement of the consumer? Yahoo! is position better than traditional when it comes to engagement. (There was an EA sports ad for a Tiger Woods golf game on the home page. You could actually play a game and Tiger would hit the ball into different landing pages where he morphed from real life to what he looks like in the game. Talk about engagement. )

* Are there creative ideas that would like to do but are not available through traditional outlets. With our groundbreaking ad placements and a main component of Art, Yahoo is positioned to allow advertisers to explore things that have not been capable in traditional media.

Internet vs. Traditional

I believe that best way to break through the fear of trying something new is to first start with how it can complement the existing advertising the client is doing. Your team has done a great job of showing this relationship with TV, and the same case can be made for Radio as well.

Some Radio facts (Source RAB 2010)

* 29% of Adults have initiated an online search based on Radio

* 69 million consumers tune into online radio each month.

* When used synergistically with other media, it increases brand awareness, brand recall, and an advertiser’s ROI.  In various studies, it has also proven to increase website visitation and purchase likelihood.

This is the messaging that the RAB is pushing out into the market. So we can build off of this message and begin to garnish some of the radio dollars as well.