ads injection and metrics for online radio by patrick roger adswizz @ jornada radio 2.0 bcn...
TRANSCRIPT
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Barcelona, March 2nd
How to foster a vigorous and healthy
online audio ecosystem?
Patrick ROGER – VP Global Sales & Marketing
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AGENDA
� Audio EcoSystem
� Basic Value Chain and key players
� Main Digital Audio Adformats
� Metrics behind Audio Advertising
� Opportunities and Challenges of the sector today?
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Wide array of services
� Online Audio streams of terrestrial radio stations
� Purely online radio stations
� Automated audio services
� Audio content delivered within a different website or apps.
Podcast
A wide array of opportunities for advertisers to reach them!
Complementary services
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Listeners are valuable customers
� 17%-20% of online users have listened to Audio services the past
week and is growing….
� Fairly balanced in age and gender – Good Salary
� Average Time Spent Listening varies with devices
� Online Radio listeners are similar profile to FM ( Like Program &
Brand) as opposed to Music platform listeners
Pics are during working hours
Example
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Actors of the Digital Audio EcoSystem
B
U
Y
S
E
L
L
���� Need for IAB Audio committee in Europe
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Adserver - Available Adformats
Ad Product Length Where Device Who Standard
In-Stream Audio :15’
:30’
:60’
In Adblock Web
Mobile
Other
In Europe:
Internet-only
Services
CPM
Spot
Companion Banner 300 x 250
Other
In Player
In Page
Web
Mobile Apps
ALL IAB 300 x 250
Linked to an Audio Ad
Audio+CB = 1 impression
Pre-Roll Audio <:15’ On Session
Start
Web
Mobile
Apps
In Europe:
FM Simulcast
Webradio
CPM
Pre-Roll Video <:20’ On Session
Start
Web In Europe:
ALL
Countdown
Closeable
Display 300 x 250
Other
In Player
In Page
ALL ALL IAB Standard
Targeting Comment
Device BB , iPhone , Web etc.
Geographically, IP Country / Region / Sub-Region / Town , IP
Demographically All Demographic data passed on to the
Adserver
Contextually Song, Genre data passed on to the Adserver
���� Need for IAB Audio committee in Europe
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Agencies need seamless measurement
FM Broadcaster
AQH
CUME
Purely Online
SS
ATSL
TTSL
AS
AAS
Radio
Dept.
Digital
Dept.
AUDIENCE MEASUREMENT
CAMPAIGN ANALYSIS
Agency Analytics
Dept.
Messages
Impression Delivery
Interactions
LTR ( Listen Through Rate )
VTR ( View Through Rate )
Post Impression Analysis
BEFORE BUYING AFTER BUYING
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Server Side Scope
+95% of the players…
� Player « Device » can be identified in 98% of the
cases.
� Plateform (Computer, Android, iPhone) can be
detected.
� Geolocalized.
Supported devices & players
Windows Media Player
Real Media iTunes Screamer Radio
Apple TV QuickTime
Sonos
TuneIn radio
…some of the them
����Measurement can also work client-side!
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Secured
Streamer 1
3
1. The listener connects to the streaming server with AIS installed 2. Connection isn’t signed? AIS redirects the listener to our key generator which will mark
each connection and redirect the listener to the stream 3. Signed connection -> streaming starts
Delay< 200 ms
Internet
The French example
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Real-time analysis !
Observe the performance in real
time and get the key data .
Get the data you need
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Device compliant
Understand how your audience
is using your radio along with
key information on your content
performance.
Know how your audience is listening
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Podcasts
We can measure major units
Impossible to verify if the downloaded
podcast has been listened to.
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Opportunities & Challenges (I)
�Reach
�Familiarity � Voice � Call to action
�Flexible � Multiple Buy Options
�Complementary with other Interactive medium � Mobile � Social media
�Evolving technology
�Fragmentation
�Competition � Ad Supported vs Subcription model
�Creative limitations � Web is such a visual medium…Need for new creative
Opportunities
Challenges
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Opportunities & Challenges (II)
Marketers are incorporating Digital Audio into their campaigns
�TOP 4 - Auto brands, Credit Cards, Retails, Restaurants
�Online contribute to repetition and is quickly measurable
�Stand out of the crowd
�One click away from advertisers website – Excellent ROI
Opportunities
Audience Measurement, Advertising Formats, Reach
�Measurement bodies are assessing the needs
�IAB should introduce Digital Audio country by country in Europe
�Audio specialized Sales Houses – Audience Aggregators
�Pricing
�How do we sell ? CPM or Spot based,
Challenges
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Opportunities & Challenges (III)
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Opportunities & Challenges (III)
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1. AUDIO & VIDEO
ADSERVING to enable
new formats
2. EXCHANGE to minimize
unsold inventory
3. MEASUREMENT to
rationalize agency buy
Unleash the full potential of
online advertising
100m+ weekly users in EU
& US
… attracting leading brands
25.000+ online audio &
video services
Adswizz mission
Adswizz helps AUDIO and VIDEO publishers
transform their online audiences into revenues
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