I was reading an article on the success of streaming music sites, such as Pandora and Spotify. One of these companies’ main concerns is the need to grow their ad revenue at the same rate as their popularity. From an advertiser’s standpoint, as we begin exploring these new placement options, it needs to be decided from which of our current budgets (assuming they can’t be increased) will we pull money from to incorporate this new investment? Should the medium be viewed as digital media, or should it be viewed as a replacement for traditional radio.
