Most digital audio listeners don’t mind ads in exchange for free access to stations, and many are willing to share personal information for more relevant messages, finds TargetSpot [PDF] in a new report. Not only do these listeners appear generally open to advertising, but some also ascribe value to branded stations and playlists. For example, more than one-quarter believe branded stations improve their perceptions of an advertiser (30%) and are more inclined to buy a product from an advertiser that sponsors a branded internet radio station (27%).
Digital audio listeners do like to get something in return for their receptiveness to advertising, though. About 6 in 10 said they like to get coupons, special offers, or discounts from advertisers, and close to 4 in 10 will like an ad they hear in order to receive discounts or promotions for the product or service. Read the rest at MarketingCharts.
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