You Can't Close Your Ears - 2012
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You Can't Close Your Ears - 2012

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Presentation given to students studying Media at Bournemouth University in March 2012

Presentation given to students studying Media at Bournemouth University in March 2012

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  • UGC Engaged 140,000
  • For instance, the Arsenal v Bolton game…
  • This is an example of the Account sign-up page. On the left, it lists a series of benefits to incentivize the user to share their information with us:HQ Audio Less ads - Instead of a listener receiving 6x ads in the break, they might receive only 2x ads. Real World RewardsIn the summer - when we announced the launch of the Absolute Radio Account - we set a bench mark to aim for 100k registrations by the end of the year, and I can share with you today that by Dec 31st we had reached 108,000 registered users.Since then, we’ve rolled out the registration wall onto mobile…
  • In that time, weekly mobile registrations have actually surpassed desktop. Last week, we had 13,000 new accounts and 10,000 of those were via iPhone alone. This was partly due to 505,000 new installs and updates in December, which subsequently contributed to the best ever combined ‘weekly active app users’ figure of just over 124,000. Once a user is registered and logged-in, they become what we term a ‘Smart Streamer’ and it’s at this point that we can start to serve those Smart Streamers a bespoke adlog.So how does this work…?

You Can't Close Your Ears - 2012 You Can't Close Your Ears - 2012 Presentation Transcript

  • ‘YOU CAN’T CLOSE YOUR EARS’ Clive Dickens @cdickens
  • FIRST THE BAD NEWS
  • COMMERCIAL RADIO IS NOT A REVENUE GROWTH STORY! 700 650 600£(M’s) 550 500 450 400 MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT MAT Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 2005 2005 2005 2005 2006 2006 2006 2006 2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 RAB/Ofcom
  • NOW THE GOOD NEWS
  • Source : RAJAR Q4:11 IPSOS/RSL
  • Source : RAJAR Q4:11 IPSOS/RSL
  • Source: BBC Eartime research 2010
  • Source: BBC Eartime research 2010
  • PLATFORM NEUTRAL
  • UNIQUE PEOPLE
  • UNIQUE MUSIC CONTENT
  • Unprompted Awareness 0.0 1.0 2.0 3.0 4.0 5.0 7.0 8.0 6.0 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Unprompted AwarenessSource: Harris Interactive 16+ UK Online Omnibus (three-month roll) Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Prompted Awareness Jul-11 Absolute Radio Network’s National Awareness Aug-11 Sep-11a Sep-11b Oct-11 Nov-11 Dec-11 0.0 5.0 10.0 15.0 20.0 25.0 35.0 40.0 30.0 BRAND AWARENESS IN 3 YEARS Prompted Awareness
  • DIGITALBROADCAST RADIO
  • 71% ABSOLUTE RADIO LISTENING IS NOT ON AM OR FM Absolute Network Digital Listening80% 71%70%60%50%40%30%20%10% 0% W2:07 W3:07 W4:07 W2:08 W3:08 W4:08 W1:09 W3:09 W4:09 W1:10 W2:10 W4:10 W1:11 W2:11 W4:11 W1:08 W2:09 W3:10 W3:11
  • MASTHEAD WEBSITES ARE DECLINING
  • GO WHERE YOURAUDIENCE &COMMUNITY ARE
  • UK Radio in one simple player
  • HARNESS THE PASSION OF SOCIAL CONTENT
  • Over 15m YouTube views
  • OVER 20,000 FREE EPISODES ‘ON-DEMAND’
  • DISRUPTIVEINNOVATION
  • MOBILE
  • 2.6m app downloads
  • 400,000 MAU’s
  • MOBILE STRATEGYMORE THAN ‘LISTEN’
  • MORE THAN ‘LISTEN’
  • MORE THAN ‘POCKET’
  • LOGGED-ON LISTENINGWILL REDEFINE RADIO
  • “The marriage of radio and technology is going to be transformative. The opportunity to tailor your advertising to your listener is going to be an absolute game changer. ” Ed Vaizey, MP: Minister for Culture, Communications and Creative Industries
  • So SOCIAL Lo LOCAL Mo MOBILESo Lo Mo
  • DATALo MoSois the new oil SOCIAL LOCAL MOBILESo Lo Mo
  • Access AudienceInteraction
  • ARSENAL V BOLTONMAPP APP 2EMIRATES STADIUM: 25.10.11 19:06
  • MANCHESTER UTD V MANCHESTER CITYMANCHESTER: 23.10.11 13.52
  • How does InStream work? Content Airtime ad break Content Content Airtime ad break Content Targeted InStream Ads / Exclusive Content
  • InStream Creative
  • Synchronised, Branded Companion Visual to enhance Audio Interactive to allow deep engagement, when appropriate Exact age targeting, rather than demo breaksInStream Exact Location, rather Diary location Most loyal ‘logged in’ Subscriber audience, not just listeners Limited Premium inventory, less clutter, more stand out Upgradeable - More data to come Digital metrics
  • ‘YOU CAN’T CLOSE YOUR EARS’ Clive Dickens @cdickens