digital audio ads in russia – unisound
TRANSCRIPT
First Russian sales house оf online audio ads
Digital audio ads
converts online music into a channel for marketing
communications Advertisers offer
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Music is a perfect tool to connect brand with strong emotions.
No other media can cause such a strong reaction from such a wide audience, as music does.
at work at home in cars during cleaning and training
Music is everywhere
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WHAT IS ONLINE AUDIO ADS?
Ad format that proved its efficiency at Western markets and quickly gains
momentum in Russia
TARGET TO THE PRECISE AUDIENCEASSOCIATE YOUR BRAND WITH THE
IMPRESSIONS OF MUSIC
ONLINE AUDIO ADS IS NOT A NEW FORMAT
Online audio advertising is built on the principles of radio advertising, just better. Massive coverage of radio formats combined with interactive features of online media and targeting.
Online audio advertising is based on the standard VAST, which is used in the online video advertising and which today support all independent research and advertising systems, including TNS Russia, AdRiver, AdFox etc.
DIGITAL AUDIO ADS HAVE ALL THE BENEFITS OF VIDEO ADVERTISING AND HAVE ADDITIONAL UNDENIABLE ADVANTAGES.
DELIVER YOU MESSAGE UP TO 10 MILLION UNIQUE LISTENERS
PER MONTH
How does it work4
D ROSE 773 — Технология Sprint Frame
Audiotrack
Banner
Text BlockТт
Audio track
Length, seconds
15/30One ad break —
1 audio track
Breaks per hour
1—2
Synchronous display advertising› Supporting visual banners
› Text up to 140 symbols
Synced banners appear near the player on the music websites and digital radio. Text appears in the player instead of artist name and song title.
+
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open access to all opportunities, by connecting Russian digital music and radio
platforms in an ad network
Unisound is sales house focused on digital audio ads. Its a new format for Russia that we pioneered and launched spring 2014.
Unisound executes advertising campaigns built around music and online radio. It also develops technology for the integration of audio ads into online radio stations, podcasts and specialised music services.
Unisound team participated in the creation of online video advertising market and understands all nuances of relationship with rightholders, advertisers and users who participate in legal consumption of audio content.
Partners of there associations:
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Benefits of audio ads format
Digital audio ads can efficient both for branding and direct marketing
DUE TO ACCURATE TARGETING
No clutter WE DELIVER ONE AD PER BREAK. AD MESSAGE RECEIVE 100% USER ATTENTION.
Interested customers AFTER LISTENING TO THE AUDIO CLIP CUSTOMER CLICKS ON THE ADVERTISEMENT ABSOLUTELY MEANINGFUL.
2. 3.1.
4. ADS ARE DELIVERED IN 100% PROFESSIONAL CONTENT
5. EXTENDED CONTACT TIME User can continue to interact with the ads after the audio playback
6. THE EFFICIENCY DOES NOT DEPEND ON THE CONTENT ENVIRONMENT
7. CROSS-PLATFORM AD FORMAT
8. SUPPORTED BY VAST & DAST
9. LOW-COST CREATION OF PROMOTIONAL MATERIALS
10. INCREASES RESPONSE TO OTHER FORMATS IN A THE SAME CAMPAIGN
11. ALLOWS TO DELIVER MESSAGE TO ‘NON-CLICKERS’ Unlike video and online formats, in case with audio it is almost impossible click on ads accidentally, so online audio advertising brings a high quality audience, people who are interested in the product.
…и ещё один важный момент
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Advertisers always want to create bright emotions. And music is the most emotional channel. Digital audio ads ties brand with emotions from music.
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Online audio ads advantages
KEY FEATURES ONLINE VIDEO ADVERTISING ONLINE AUDIO ADVERTISINGUNISOUND
The level of user irritation Middle Low
Ability to convey a message to “no-clickers" who are not looking at the computer screen or in another browser window
× ✔
Retention of attention to the advertising message Low High
Novelty of the format Low High
Interaction with advertising after viewing / listening × ✔
Only professional environment × ✔
Full access to the mobile platform × ✔
The cost of advertising materials High Low
Meaningfulness clicks / High-quality traffic Low High
Memorability of the brand and the emotional perception Low High
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Internet radio
Increase in ad responseInternet radio
Broadcast radio campaign
Internet campaign
+
+
=
=
Increase in ad response
3.5X
2Х
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Adding digital audio ads to a media mix increases response
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Listeners of online music and radio are more social
60%
36%
39%
35%
39%
32%
listeners use social networks while listening to music
exchange messages with friends while listening
recommend sites and share links
follow their friends’ music choices
link their profiles in music services and social networks
want to be aware what their friends share and go to the same sites as their friends
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ик:
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t 57% 56%shopping while listening to
musicstudy information on planned purchases
... And they are in the process of purchases
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Starbucks
GOAL
Promotion of the special offering regarding company’s Birthday in Russia. Increasing visitors to 7.starbucks.ru
MECHANICS
The campaign consisted of audio ads and display ads on some platforms
AUDIO TRACK+ TEXT+ BANNERS
50% LANDING PAGE TRAFFIC
was driven by digital audio ads
8%
CONVERSION from those who listened audio to
landing page visitors.
80% LISTENINGS
were not supported by display ads.
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Bookmate
GOAL
Attract audience to Bookmate site — e-reading subscription service Bookmate.
AUDIENCE
Listeners online music sites on 101.ru, odnoklassniki.ru, zvooq.ru, svoy.ru.
40% OF ATTRACTED USERS
registered in to the service later, directly or through search engines. Post-View Visitors
are not clicked on a banner.
0,38 AVERAGE CTR
twice higher than the average CTR for display advertising
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Major brands trust Unisound
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Biggest platforms and radios connected to Unisound network
The total coverage is
over 10 Mn PEOPLE PER MONTH
More than 100 Mn CONTACTS PER MONTH
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Pricing15
ADDITIONAL SERVICE — AUDIO RECORDING
Audio ad in solo (man or woman) 4,900 RUR
Audio with music and/or FX 5,900 RUR
Audio with dialogues including music and FX 7,900 RUR
CPM VOLUME OF LISTENING DISCOUNT
300 STARTING 500 000 FROM 20% TO 50%
TARGETING AND SETTINGS
Age targeting20%
Gender targeting
Geo targeting
25%Frequency
Time targeting
Income level targeting 30%
Second brand 50%
Why is it important to start promoting with digital audio
ads right now?
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1 2 3BE THE FIRST WHO USES ALL THE POTENTIAL OF ONLINE AUDIO ADS
RECEIVE MAXIMUM ATTENTION FROM TARGET AUDIENCE, WHILE COMPETITORS ARE SLEEPING
PIONEERS ALWAYS GET EXCEPTIONAL OPPORTUNITIES
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Contacts
Kirill Petrov Sales director, [email protected] 903 688-84-19
WWW.UNISOUND.NET
Stas Tushinskiy CEO, [email protected] 8 909 910-84-73