Generation Headphone: Who are they, and how can you make money from them? #RDE15

Lars Peters is the Head of Business Development and Digital Media for RMS in Germany, he spoke at RadioDays Europe today about the headphone generation.

Thanks to smartphones, the “the headphone generation” now has access to all audio content anytime, anywhere – making mobile audio the medium with most touch points.  But how do you monetize mobile radio?
“The number of audio listeners via mobiles devices is growing rapidly”, says Dr. Peters as he introduces ideas on how to monetize mobile audio. “And we wanted to find a marketing approach to turn mobile use into revenue, then get the advertising agencies interested”.
The idea that he came up with was found directly outside his door.  Looking at the increasing number of people wearing headphone during their daily life, he came up with “generation headphones”.
“We needed to make sure we included people who access radio, TV and MP3 on mobile devices, and who used them frequently”, continues Dr. Peters.
To be effective, RMS needed to:

  • Understand “Generation headphone”
  • Work out the ideal way to access this generation
  • Convince clients RMS is the way to go

Some findings from their study included:

  • More males than females make up “generation headphone”
  • 75% of them are aged 14-39
  • They have money!
  • They are active, trendy, and enjoy shopping and brands

“This generation is a generation that makes the most of mobility and individuality.  They access media content principally via the internet as opposed to traditional channels.”
So, how do you connect with them?  Thanks to the smartphone channel, you can access them anytime during their customer journey – at home, at work, or at the point of sale.
“When it comes to commuting especially, they are big users of mobile devices.  Not so much at lunch or dinner, as they take of their headphones and communicate with friends and family”
“We have all this data about generation headphone, but we have no proof that commercials are effective for this generation. That is why we created a case study with Panasonic” continues Dr. Peters
The study conducted with Panasonic was completed over 4 weeks, and took place on RMS mobile APPS.  It featured both audio messages, and display ads in stream and pre-stream, and had 4.1 million impacts.
The result of the study showed that 68% of people recalled hearing or seeing the message (without prompting) through their mobile devices.  (The evaluation was conducted via independent research)
“20% of people who had heard the spot stated they would be very likely to purchase the product having heard the spot, over 8% of people who had not heard the spot.  This was an increase of 67%”, concludes Dr. Peters

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