Audio Advertising Market in Germany RMS Radio 2.0 Paris 2013

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Audio Advertising Market in Germany

Presentation of Lars Peter (RMS) at III Rencontres Radio 2.0 Paris (INA, 15 october 2013)
http://www.rr20.fr

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Audio Advertising Market in Germany RMS Radio 2.0 Paris 2013

  1. 1. Audio Advertising in Germany Dr. Lars Peters, RMS 15.10.2013 Radio Marketing Service
  2. 2. RMS – Radio Marketing Service Europe’s  largest  audio  saleshouse  Founded 1990, RMS today sells airtime on 158 commercial FM radio stations RMS and covers almost two thirds of the German audio advertising spendings  In 2000, RMS started its digital business selling display advertising on radio websites  Working for over 450 different online audio offers as webradios, but also radio.de and Spotify, RMS is market leader even for online audio in Germany  FM radio, webradio, mobile, and display - RMS takes the listeners through the day! 15.10.2013 Radio Marketing Service | page 2
  3. 3. Advertising Market Germany Ad Spendings and Market Shares 2012 Whole Market: € 26,0 Billion Market Shares 2013 Radio: € 1,54 Billion Market Shares Radio 2013 19,5% 11,0% 39,7% 15,5% 4,3% 5,9% 60,3% 43,8% NEWSPAPERS JOURNALS RADIO OUTDOOR ONLINE 2013 TV RMS AS&S Quelle: Nielsen Media Research, 2012, not including cinema (0,4%) 27.09.2013 Verkaufsbericht | Seite 3
  4. 4. Audio Use is Changing From FM Radio to Audio – from multiple sources on multiple devices 15.10.2013 Radio Marketing Service | page 4
  5. 5. Digital Media at RMS Our offers Digital Media 15.10.2013 Radio Marketing Service | page 5
  6. 6. Web Radio Use Strong Growth in Web Radio Take-Up Web radio listeners (millions). 28,0 26,1 Internet radio listeners in Germany  Online audio is still growing, with around two million more listeners in the space of one year!  Growth is now slowing, but not stopping. 12,3 8,5 2008 II 2010 II 2012 II 2013 II Source: Basis: from MA 2008 R II D+EU 10+, from 2010 German-speaking 10+. Up to 2010 limited to surveys of web radio use on PCs, notebooks, tablets; includes web radio use on wireless speakers and smartphones as of 2011 15.10.2013 Radio Marketing Service | page 6
  7. 7. Web Radio Use Web Radio Listeners Tune in Frequently Internet radio listeners in Germany Use frequency of web radio (millions).  17.6m people in Germany listen to web radio and other online audio services 17,6  11.2m tune in every month, with 6.4m using services weekly 11,2 8,8 6,4 Have used web radio In the last 4 weeks In the last 2 weeks In the last week Source: RMS Webradio Ratings 2013, 14-64 years old, figures in millions 15.10.2013 Radio Marketing Service | page 7
  8. 8. Online Audio Offers in Germany Systematisation of the German Association for the Digital Economy (BVDW) SIMULCAST  Transmission of FM stations on the Internet  Same content on both channels ONLINE-ONLY-STATIONS (incl. FM-Substations)  Transmission only on the Internet (programming FM alike or music only)  Usually very specific music types or topics of interest ~ 350 ~ 2.500 PERSONAL RADIO  Individual music programming for every single listener  Radiosoftware understands listeners preferences and gives music advice ~ 10 RADIO AGGREGATORS  Database with thousands of radios on the Internet  Easy access to the offers, huge choice ~ 10 MUSIC ON DEMAND  Listing to individually choosen songs and albums  Free of charge (financed by advertising) or different fee models ~ 15 Source: BVDW 15.10.2013 Radio Marketing Service | page 8
  9. 9. New Competitors for Audio Traditional Audio/Visual Media Online Audio Radio  Intermedia competition becomes intramedia  Rivalry with new audio- and audiovisual competitors such as Youtube or Tape.tv  New sales potentials in the online market, but also risks Online TV 15.10.2013 Print Radio Marketing Service | page 9
  10. 10. Our Task – Our Aim  Facing the new (online) audio competitors.  Securing audio advertising money.  Obtain online spendings for audio. 15.10.2013 Radio Marketing Service | page 10
  11. 11. RMS Webradio Advertising with High Quality of Contact stream in-stream audio ad stream audio pre-stream audio ad programme audio + display* in-stream audio ad stream programme audio+display ads / cross-media connections, etc. * Audio+Display only available with Spotify and radio.de 15.10.2013 Radio Marketing Service | page 11
  12. 12. Sources of Funding for Webradio Stations 2011 Audio spots becoming more important Display In-Stream Spots Pre-Stream Spots Sponsoring Affiliate Marketing In-Text-Advertising Video Advertising Ad Word Adverstising Others Source: Webradiomonitor 2012 Ranking of kinds advertising according to their revenue share 15.10.2013 Radio Marketing Service | page 12
  13. 13. Net-Advertising Revenues of Online Audio Dynamic growth on still low level Source: Goldmedia Webradiomonitor 2012 Advertising revenue (net) for all German webradio offers in Germany until 2015 CAGR = Compound Annual Growth Radio 15.10.2013 Radio Marketing Service | page 13
  14. 14. Portfolio Bundeling online audio at RMS RMS WEBRADIO (run on network) Genres  Mainstream  Rock  Oldies  Schlager  Electronic  Black  Lounge 15.10.2013 Target groups  14-29 years  30+  Men  Women FM brands  ANTENNE THÜRINGEN  delta radio  Hit-Radio Antenne  HIT RADIO FFH  planet radio  ANTENNE BAYERN  radio SAW  … Platforms  Spotify  radio.de  AUPEO! Radio Marketing Service | page 14
  15. 15. Individual Bundeling Approaching online audio target groups via music taste Music style on internet radio Techno Hip Hop, Rhythm & Blues Lounge, Chillout Rock Pop, Top 40 Country & Western Musical, Film Music Jazz Classical Music German Schlager, Oldies Traditional German Music Age 14-29 Ind.-Q. 341 303 253 191 190 130 127 102 76 53 28 Age 30-49, HHNI  2.500+  € Ind.-Q. 58 97 139 166 159 123 174 182 199 174 104 Source VUMA 2013 15.10.2013 Radio Marketing Service | page 15
  16. 16. Technology Based Targeting Online audio adserving with AdsWizz Pre-Stream Spot 1 song y song x web radio In-Stream Spot 2 song y song x station sound song y song x song x Distribution of the audio ads 08.10.2013 In-Stream Spot 3 In-Stream Spot 4 song y song y Tracking of the generated contacts stream Digitale Medien | Seite 16
  17. 17. Technology Based Targeting Available Targetings SOCIO - Gender - Age *being planned 08.10.2013 REGIO - Federal state City Nielsen areas Post code* Weather* TECH - Operation System - Tablet / Phone - Internet Service Provide MUSIC - Rock Top40 Electro Techno Schlager R‘n‘B Etc. Digitale Medien | Seite 19
  18. 18. Standardising Measurement of Online Audio Web Radio Currency and Planning Status Quo No standard of reach measurement yet Sales houses have data from technical measurement (adserver) Sales houses conducted their own reach studies To come January 2014 ~ 2016/2017 ~ 2018 08.10.2013 Standardised measurement of online audio based on IP-data Merging technical data with personnal data to develop individual reach Hybrid currency for all audio incl. FM radio and online audio reach Digitale Medien | Seite 20
  19. 19. RMS Webradio Ratings First Data about Use of Online Audio from One Source Survey with almost 9.000 respondents, both computer assisted telephone and web interviews Net-reach for 188 online only stations, 19 live streams of commercial FM stations, 5 radio aggregators, and 5 music on demand offers First comparable data to evaluate the online audio portfolio of different online audio sales houses http://webradioratings.rms.de/ 08.10.2013 Digitale Medien | Seite 21
  20. 20. RMS WEBRADIO Produkte, Reichweiten, Preise RMS WEBRADIO ROTATION 250 Mio. contacts per month REACH Audio Ads IN-STREAM TARGETING FREQUENCY CAPPING Audio+Display Ads selected offers** Audio Ads up to 20 sec. 20 € up to 30 sec. 25 € Audio+Display Ads PRE-STREAM 25 €* up to 30 sec. 30€*** date, time, regio, device only audio, number of contacts per device and period * max. 15 Sek.; not possible with all staions ** e. g. radio.de, others on request *** only with Spotify.com/de 08.10.2013 Digitale Medien | Seite 22
  21. 21. Online Audio Planning RMS WEBRADIO MANAGER Online tool for easy calculating and planning of web radio campaigns Data bases consists of data from technical measurement (adserver) Only available for RMS WEBRADIO http://webradiomanager.rms.de/ 08.10.2013 Digitale Medien | Seite 23
  22. 22. Combining FM and Online Audio RMS DIGITAL DRIVER: Two Channels – one offer Per 1 FM spot up to 100.000 webradio contacts 08.10.2013 50% discount* = 10 € CPM Digitale Medien | Seite 24
  23. 23. Further Actions Promoting Online Audio as Effective and Efficient Advertising Medium       Developing reach and user studies Proving web radio advertisment’s impact (click-through-rates, innovative study approaches) Communication measures Presence on fairs (e.g. DMEXCO, picture) Workshops for agencies and costumers Active member in the German Association for the Digital Economy 08.10.2013 Digitale Medien | Seite 25
  24. 24. Merci beaucoup! 08.08.2013 Abteilung | Seite 26
  25. 25. RMS Radio Marketing Service Dr. Lars Peters Head of Business Development Digital Media Contact details RMS GmbH & Co. KG Moorfuhrtweg 17 D-22301 Hamburg Tel. +49 (0) 40.23 890-333 E-Mail peters@rms.de 14.08.2013 Abteilung | Seite 27
  26. 26. III Rencontres RADIO 2.0 Paris Radio Augmentée & Publicité www.rr20.fr 15 oct 2013 @ Ina Paris 250 professionnels / 50 intervenants 10 keynotes / 3 tables rondes / 12 workshops Grands Prix Radio 2.0 / La Radio des Rencontres Partenaires Platinum : Organisateurs : Nicolas Moulard moulard@actuonda.com Xavier Filliol xavier@octet.com

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