redefining radio' - cra conference october 2012 - sydney
DESCRIPTION
Explore how the growing Digital Audio economy is helping redefine Commercial Radio in the UK.TRANSCRIPT
A problem shared....
@cdickens
So what’s the UK radio problem?Radio Revenue is not ‘growing’, beyond inflation
T.S.L ,especially amongst young, is slowly decliningSample based estimates businesses are challenged
Radio Airtime is cost effective but not accountable enoughRadio yields are declining
Internet disrupting everything
82%source: BBC eartime research 2010/11
47m
3.2msource: RAJAR Q2:2012
Platform neutral
3.5 app downloads
500,000 Mobile Active Regular Users
More than ‘listen’
More than just ‘Pocket’
9m using UK Radio in one simple player & interface
RadioPlayer launched as a Mobile App last week
Over 20,000 episodes on
Demand
Over 18m YouTube views
77%Not on AM or FM
Know who your audience are?
[data oil image here]
DATA
the new oil
TARGET
In Stream
+ Location+ location
[map app image here]
MANCHESTER CITY 3 – QPR 2MANCHESTER CITY 3 – QPR 2Sunday May 13Sunday May 13thth 2012 16:10 2012 16:10Man City vs. QPRMan City vs. QPR
Sunday May 13Sunday May 13thth 2012 16:10 2012 16:10
Privacy matters
1 2 3 4 5 6Broadcast: Live Programming Commercial Break Live Programming
In Stream: Live Programming Targeted Ads Extra Content Live Programming
Branded Content: Live Programming Targeted Ads Branded Content Live Programming
1 2
1 2
How does InStream work?
50%Logged-in
61%Logged-in
Broadcast Logged In
On-air vs. Online: What have we learnt so far
Younger - More male - More upmarketMale
Female
Younger Older
Source: Absolute Radio Account listener-base,RAJAR Q4 2011
44.8% are more positive
Base: 192 targeted InStream listeners, 141 Broadcast listeners
Thinking about Budweiser and any advertising recently for the beer, how did it make you feel?
Active Location & Exact Age Targeting
Interactive , Visualized & Social
Digital metrics – ‘One to One’
What next for InStream?
Instream will work on third party apps
Broadcast one to many
Advertiseone to one
Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)
Absolute Radio VR
Source : RAJAR 1999-2012
London 15+ Men Weekday Half Hour Shares
Absolute Radio Sales team voted ahead of peers
Commercial Radio Station of the Year 2012
