The Yankee Group Announces MeasureCast Streaming Media Awareness Study

Advertising Agencies Optimistic about the Future of

Streaming Media Advertising

Feb 20, 2001, 00:00 ET from Yankee Group

    BOSTON, Feb. 20 /PRNewswire/ -- Advertising agencies believe in the
 effectiveness of streaming media advertising and are encouraging clients to
 use streaming media ads.  This is one of the key findings of the "Advertising
 Agency Streaming Media Awareness Study," recently commissioned by streaming
 audience measurement firm MeasureCast Inc., and completed by the Yankee Group.
 The study, based on interviews of 100 senior media department employees of
 traditional advertising agencies and interactive agencies, is being released
 this week.  Other important findings include:
     -- Nearly two-thirds of responding agencies have recommended streaming
        media advertising to their clients in the last 12 months and are likely
        to recommend its use in the next 12 months.
     -- Over 90% of respondents expect that their clients that have already
        purchased streaming media advertising will do so again in the next 12
     -- Respondents consider streaming media advertising effective for both
        branding and direct response.
     -- More than half of the respondents (56%) who previously purchased
        streaming media ads expect to spend more on streaming media advertising
        in the next 12 months.
     -- The main obstacle to greater adoption of streaming media ads is client
        perception that the cost is too high.
     "The streaming media Industry should be encouraged by the results of this
 study," said Ed Hardy, MeasureCast CEO.  "Streaming is on the ad agency
 agenda.  But to achieve success, streaming media, including Internet radio,
 must be advertiser-supported.  Therefore, it is important that content
 providers educate advertisers on the power and benefits of streaming media
     "These study results support the tremendous opportunity for advertising
 agencies to work with clients to incorporate streaming media advertisements
 into their overall marketing campaigns," said Michele Pelino, Director of the
 Internet Market Strategies Planning Service at the Yankee Group.  "A critical
 success factor is to develop streaming advertising campaigns that address the
 specific characteristics of the target audience."
     A copy of the study results can be downloaded by visiting MeasureCast's
 Web site at or the Yankee Group Web site at
     About MeasureCast
     MeasureCast, Inc. is the first company to provide Internet broadcasters,
 advertisers, and media buyers with true third-party audience size and
 demographic information with the MeasureCast Streaming Audience Measurement
 Service(TM).  MeasureCast employs patent-pending Active Event Monitoring(TM),
 a unique server-side technology, to record the exact number of streams
 requested from an Internet broadcaster's streaming server.  Accurate, secure
 reports are available to customers within 24 hours of a webcast.  MeasureCast
 supports Microsoft Windows Media Technologies and RealNetworks RealSystem
 servers.  For additional information and a demonstration, and for weekly
 Internet radio industry reports, visit
     The Yankee Group (
     As a global leader in technology research and strategic consulting, the
 Yankee Group provides impartial and practical analysis, custom consulting, and
 personalized one-to-one client inquiry encompassing all areas essential to
 e-business success; the Internet, electronic commerce, communications,
 wireless/mobile, computing, and enterprise applications.  Established in 1970
 and headquartered in Boston, the company maintains offices throughout North
 America, Europe, Latin America, and the Pacific Rim.

SOURCE Yankee Group