El informe revela que las cadenas de radio que emiten exclusivamente por la red registran una media de 6.500 accesos diarios. Por su parte, las emisiones en directo de las radios en FM acumulan 13.500 visitas y las submarcas online de emisoras en FM 2.000 accesos.
Por otra parte, el estudio concluye que el 70% de los usuarios escuchan la radio online a través del teléfono móvil y de otros dispositivos portátiles. No en vano, alrededor del 44% de la oferta radiofónica en streaming es actualmente accesible a través del teléfono móvil. Asimismo, el 70% de las emisoras de radio de FM cuentan con aplicaciones para escuchar la radio a través de los smartphones.
La creciente oferta y demanda de la radio online hacen de ella un mercado especialmente atractivo para los anunciantes. Frena, sin embargo, la inversión publicitaria la ausencia de técnicas uniformes para medir el alcance de las emisoras radiofónicas en internet.
Según el informe de Goldmedia, casi la mitad de las cadenas de radio online cuentan con sistemas de medición propios. Una quinta parte de ellas recurre a soluciones externas, entre las que destacan las soluciones de tracking y los programas de estadísticas. Y alrededor de dos tercios de las emisoras confían en los datos de sus proveedores de streaming.
Nueve de cada diez cadenas de radio por internet coinciden en señalar que una técnica de medición uniforme es imprescindible para que el sector pueda crecer en términos económicos.
fuente:marketingnews.com
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