The IAB wanted to better understand how consumers feel about advertising within an online audio environment. In particular we wanted to gain an insight into perceptions of current advertising models in the market place, and to understand consumer responses to being served advertising messages whilst listening to audio content online. We also wanted to gain an insight into the importance of creativity in advertising within this environment, whether there was a preferred mode or length of advert, and whether we could begin to make recommendations to improve existing advertising models to suit consumers’ evolving needs.
We were specifically interested in the thoughts of two target audiences: 20 to 25 year old music fans and digitally savvy over 40s.
