Presentation of the full results from the IAB and RAB joint research, looking into the conjunctive use of radio and online.
The combination of radio and online has become a strong pairing, both for consumers, and for the advertisers trying to reach them.
To a large degree this has been driven by the complementary characteristics of the two media – the secondary nature of radio makes it an ideal companion to the primary, and normally solitary, activity of surfing online.
However, there is little understanding about this conjunctive use of the two media, e.g. how many people listen when they are online, why they combine these media in this way, and the opportunities this presents for brands.
To help build further insight into this area, the IAB and RAB have jointly funded new research into how the two media combine.
