In stream: Techcon 2012 - Radio Festival
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In stream: Techcon 2012 - Radio Festival

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  • People still love broadcast radio.At a time when there is more competition for share of ear than ever, 82% of all time spent listening is to radio.
  • But radio’s share of the advertising market is being squeezed by the Internet
  • So we set about creating a new advertising model for broadcast radio which targets online listeners based on their demographic and location information.
  • And we think that InStream can be better for everyone...
  • The Absolute Radio Account
  • How does it work?So, if I’ve shared my information with Absolute Radio, instead of hearing 6 ads in a break I hear two ads that are relevant to me, plus extra content – in this case a song from Coldplay.
  • Visualised
  • Listeners feel more positive about the brands they hear on InStream.More relevant to themInStream allows advertisers to engage with most loyal listeners.
  • 3rd party platforms - InStream launching on Radioplayer mobile app
  • New platforms – Smart TVs & connected consolesThe future of InStream isn't limited to desktop and mobile platforms; it's about targeted messaging and content on any connected device,by enabling the audienceto log-in and listen.

In stream: Techcon 2012 - Radio Festival Presentation Transcript

  • 1. 82%Source: BBC eartime research 2010/11
  • 2. 35% 30% 25% 20% 15% 10% 5% 3.2% 2.9% 2.9% 2.7% 2.8% 2.7% 2.7% 0% 2005 2006 2007 2008 2009 2010 2011 Radio Share Internet ShareSource: AA/Warc Expenditure Report
  • 3. Broadcast one-to-many Advertise one-to-one
  • 4. Listener Fewer adverts & more musicAdvertiser Accountability & better targeting Radio Redefined for the digital age
  • 5. Birthyear, gender &active location
  • 6. 51% Logged-inSource: Absolute Radioplayer logins v anonymous unique average
  • 7. 55% Logged-inSource: Absolute Radio app logins v anonymous unique average
  • 8. Broadcast: Live Programming Commercial Break Live Programming 1 2 3 4 5 6In Stream: Live Programming Targeted Ads Extra Content Live Programming 1 2
  • 9. 2x Unprompted awarenessSource: EMR | Base: Unprompted awareness, 300 airtime, 300 InStream
  • 10. 45% positive feelings compared with 37% for regular airtime.Source: EMR | Base: Unprompted awareness, 300 airtime, 300 InStream