CorniaSmargiasso

ResponsibleforDigitalBusinessDevelopmentfor5FM

Iden:fyingSalesandRevenueOpportuni:esusing5FM’spla?orms

IntegratedCampaigns

5FMPla?ormsinclude:On‐AirProper:es(Shows/Features/Promo1ons/PromoSpots/GenericAdver1sements/LiveReads)WebsiteMobileSiteSMSLineEventsPR

Historyof5FM.co.za

5FM.co.zawaslaunchedin2002/3

Verysimplesitewithmostlysta:oninforma:onandinforma:ononshows/DJs/compe::ons

Updatedwebsitelaunchedin2005withmorefunc:onality(compe::ons/events/etc.)

Startedsellingcompe::onsandbannersin2006

Integratedcampaignsfrom2007

UpdatewebsitelaunchedinOctober2008

Screenshot – 5fm.co.za

5FM.co.zaDigitalSta8s8cs

WEBSITE:

Page impressions: 12,662,361

Unique users: 974,684

Average time on site: 4 minutes 12 seconds

Pages per visit: 4.38

Total number of registered users: 275,782

5FM.co.zaDigitalSta8s8cs

NEWSLETTER:

Number of subscribers: 47,879

MOBISITE: (from July 08)

Page impressions: 376,620

Downloads: 13,116

5FM.co.zaDigitalSta8s8cs

SMS:

Total messages received: 207,227

Unique users: 76,549

Interaction rate: 2.71 times per user

NIELSEN’S RATING:

5FM is ranked 58 overall 5FM was the 2nd highest ranked radio station site in SA

Whatyoucanmakemoneyfrom&examples

BannerSales(MobileandWebsite)

Mailers

Sec:onSponsorships

Compe::onsOnline

‐ standard‐ custom

Partnerships(Da:ng/Merchandise)

Show/FeatureSponsorshipswithDigitalPla?orm

IntegratedCampaigns(Sta:onPromo:ons)

Banners

Mailers

Section Sponsorship / Competition /

Show Sponsorship

Compe88ons–‘HERO’

Showsponsorship–KFCGlobalExpress

Showsponsorship–Cuervo(Live)5

FeatureSponsorship–SmirnoffMyTunes

Sta8onPromo8on–Savanna‘WhatonEarth’

Sta8onPromo8on–Savanna‘WhatonEarth’

Factorsimpac8ngonrevenuegenera8on

 Salesperson/teamwhounderstandsthemedium

 Clientswantdigitalmediaasaddedvalue

 Non‐standard/Bigproper:esthatstandoutrequireaddi:onaldevelopmentcosts

 Thecurrenteconomicclimateisnotfavorableforadver:singinanyformat;however,integratedcampaignsofferamorecost‐effec:vecampaignwithmeasurableresultsandconsumerinterac:on

Whattoconsiderwhendesigninganintegratedcampaign

Whenconsideringanopportunity,makesurethatit

‐benefitsProgramming

Provideafacilitatorandpla?ormforlistenerstointeractwiththesta1onanditspersonali1es

Provideon‐airtalentwithapla?ormtobuildloyaltywiththeiraudienceandshowcasetheirproduct/show

‐sa:sfiesMarke:ngObjec:ves

Digitalpla?ormsanextensionofthemarke1ngstrategyofthesta1on

‐client’sobjec:ves/promo:on

‐generateaddi8onalrevenuefortheradiosta:on

Enhancethestandardofferingsorgeneratenewofferings

KeyLearningswhenpitchinganintegratedcampaign

• Clientsarekeentoexploreintegratedopportuni:es,buttheywantvalueformoney

• Website&Mobileares:llseenasaddedvalueelementsbecauseseveralmediaownersprefertousethispla?ormtogiveaclientaddi:onalvalue.Clientsneedtobeeducatedastothevalueofthedigitalpla?orm

• DJinterac:onandac:va:onpla?ormissought‐aderandabigmo:vatorforclientstospendmoney.Sponsorships,sta:onpromo:onsandfeaturesarethereforemoredesirablethanstandardbannercampaigns

• Evenifthecampaignisprimarilyonline,thereneedstobeastrongon‐airsupportelement

QUESTIONS

COMMENTS