Radiodays Europe
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Radiodays Europe

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Radiodays Europe Radiodays Europe Presentation Transcript

  • Wonderwall
  •   &
  •   Watermelons Clive
  •   Dickens,
  •   COO Tony
  •   Moorey,
  •   Content
  •   DirectorFriday, 16 March 12
  • Know
  •   who
  •   your
  •   audience
  •   are?Friday, 16 March 12
  • Privacy
  •    mattersFriday, 16 March 12
  • TA R G E T In
  •   StreamFriday, 16 March 12
  • [data oil image here]Friday, 16 March 12
  • [data oil image here]DATA is
  •   the
  •   new
  •   oil
  •    Friday, 16 March 12
  • + LocationFriday, 16 March 12
  • + LocationFriday, 16 March 12
  • + LocationFriday, 16 March 12
  • + LocationFriday, 16 March 12
  • + location + LocationFriday, 16 March 12
  • Source: Radioplayer average logins v anonymous unique users 5th - 12th March 2012Friday, 16 March 12
  • 33% Logged-in Source: Radioplayer average logins v anonymous unique users 5th - 12th March 2012Friday, 16 March 12
  • Source: Ave daily Absolute Radio app (v6) logins v anonymous unique users 5th - 12th March 2012Friday, 16 March 12
  • 54% Logged-in Source: Ave daily Absolute Radio app (v6) logins v anonymous unique users 5th - 12th March 2012Friday, 16 March 12
  • MANCHESTER
  •   UTD
  •   VS
  •   MANCHESTER
  •   CITY
  •    23.10.11
  •   
  •   
  •   13.52 [map app image here]Friday, 16 March 12
  • 04 :00 -04 05 :15 :00 Friday, 16 March 12 -05 06 :15 :00 Broadcast -06 07 :15 :00 -07 08 :15 :00 -08 09 :15 :00 -09 10 :15 :00 -10 11 :15 :00 -11 12 :15 :00 -12 13 :15 :00 -13 14 :15 :00 -14 15 :15 Online :00 -15 16 :15 :00 -16 17 :15 :00 -17 18 :15 :00 -18 19 :15 :00 -19 20 :15 :00 -20 21 :15 :00 -21 22 :15 :00 -22 23 :15 :00 -23 On-air vs Online: a different timeline :15Untitled
  •   1
  • On-air vs Online: a different geography Absolute Radio in Rajar Absolute Radio’s streaming 51% London TSA 21% London area 49% non-London TSA 79% non-London area London Non-LondonFriday, 16 March 12
  • Younger
  •   -
  •   More
  •   male
  •   -
  •   More
  •   upmarket 25% 100% 20% Male 90% 15% 80% 10% 70% 5% 60% 0% Younger Older 50% -5% 40% -10% 30% -15% 20% -20% 10% Female -25% 0% 18-24 25-34 35-44 45-54 55-64 ABC1 C2DE Logged-in Broadcast Source: Absolute Radio Account listener-base, RAJAR Q4 2011Friday, 16 March 12
  • Friday, 16 March 12
  • Friday, 16 March 12
  • Broadcast: Live Programming Commercial Break Live Programming 1 2 3 4 5 6 In Stream: Live Programming Targeted Ads Extra Content Live Programming 1 2 +Branded Content: Live Programming Targeted Ads Branded Content Live Programming 1 2Friday, 16 March 12
  • Broadcast: Live Programming Commercial Break Live Programming 1 2 3 4 5 6 In Stream: Live Programming Targeted Ads Extra Content Live Programming 1 2 +Branded Content: Live Programming Targeted Ads Branded Content Live Programming 1 2Friday, 16 March 12
  • Broadcast: Live Programming Commercial Break Live Programming 1 2 3 4 5 6 In Stream: Live Programming Targeted Ads Extra Content Live Programming 1 2 +Branded Content: Live Programming Targeted Ads Branded Content Live Programming 1 2Friday, 16 March 12
  • Broadcast
  •    one
  •   to
  •   many Advertise one
  •   to
  •   oneFriday, 16 March 12
  • C O M M U N I C AT E Branded
  •   ContentFriday, 16 March 12
  • We
  •   put
  •   it
  •   to
  •   the
  •   test: Played
  •   250
  •   people
  •   an
  •   advert Played
  •   250
  •   people
  •   a
  •   promo
  •   trail Played
  •   250
  •   people
  •   a
  •   live
  •   presenter
  •   script Brand
  •   tested
  •   was
  •   unavailable
  •   in
  •   the
  •   UK
  •   at
  •   the
  •   time, In-house
  •   copy
  •   created
  •   for
  •   all
  •   creative
  •   executions.Friday, 16 March 12
  • Spontaneous
  •   Recall Positive
  •   Impact “Which
  •   brand
  •   did
  •   you
  •   hear?” “Did
  •   the
  •   audio
  •   make
  •   you
  •   feel
  •   more
  •    Correct
  •   answer:
  •   “Starbucks
  •   VIA” or
  •   less
  •   positive
  •   towards
  •   the
  •   brand?” Source:
  •   Presenter
  •   Endorsement
  •   Research,
  •    EntertainmentMediaResearch,
  •   2009Friday, 16 March 12
  • Spontaneous
  •   Recall Positive
  •   Impact “Which
  •   brand
  •   did
  •   you
  •   hear?” “Did
  •   the
  •   audio
  •   make
  •   you
  •   feel
  •   more
  •    Correct
  •   answer:
  •   “Starbucks
  •   VIA” or
  •   less
  •   positive
  •   towards
  •   the
  •   brand?” Ad Promo
  •   Trail Live
  •   Read Source:
  •   Presenter
  •   Endorsement
  •   Research,
  •    EntertainmentMediaResearch,
  •   2009Friday, 16 March 12
  • Spontaneous
  •   Recall Positive
  •   Impact “Which
  •   brand
  •   did
  •   you
  •   hear?” “Did
  •   the
  •   audio
  •   make
  •   you
  •   feel
  •   more
  •    Correct
  •   answer:
  •   “Starbucks
  •   VIA” or
  •   less
  •   positive
  •   towards
  •   the
  •   brand?” 58% Ad Promo
  •   Trail Live
  •   Read Source:
  •   Presenter
  •   Endorsement
  •   Research,
  •    EntertainmentMediaResearch,
  •   2009Friday, 16 March 12
  • Spontaneous
  •   Recall Positive
  •   Impact “Which
  •   brand
  •   did
  •   you
  •   hear?” “Did
  •   the
  •   audio
  •   make
  •   you
  •   feel
  •   more
  •    Correct
  •   answer:
  •   “Starbucks
  •   VIA” or
  •   less
  •   positive
  •   towards
  •   the
  •   brand?” 73% 58% Ad Promo
  •   Trail Live
  •   Read Source:
  •   Presenter
  •   Endorsement
  •   Research,
  •    EntertainmentMediaResearch,
  •   2009Friday, 16 March 12
  • Spontaneous
  •   Recall Positive
  •   Impact “Which
  •   brand
  •   did
  •   you
  •   hear?” “Did
  •   the
  •   audio
  •   make
  •   you
  •   feel
  •   more
  •    Correct
  •   answer:
  •   “Starbucks
  •   VIA” or
  •   less
  •   positive
  •   towards
  •   the
  •   brand?” 80% 73% 58% Ad Promo
  •   Trail Live
  •   Read Source:
  •   Presenter
  •   Endorsement
  •   Research,
  •    EntertainmentMediaResearch,
  •   2009Friday, 16 March 12
  • Spontaneous
  •   Recall Positive
  •   Impact “Which
  •   brand
  •   did
  •   you
  •   hear?” “Did
  •   the
  •   audio
  •   make
  •   you
  •   feel
  •   more
  •    Correct
  •   answer:
  •   “Starbucks
  •   VIA” or
  •   less
  •   positive
  •   towards
  •   the
  •   brand?” 80% 73% 58% Ad Promo
  •   Trail Live
  •   Read Ad Promo
  •   Trail Live
  •   Read Source:
  •   Presenter
  •   Endorsement
  •   Research,
  •    EntertainmentMediaResearch,
  •   2009Friday, 16 March 12
  • Spontaneous
  •   Recall Positive
  •   Impact “Which
  •   brand
  •   did
  •   you
  •   hear?” “Did
  •   the
  •   audio
  •   make
  •   you
  •   feel
  •   more
  •    Correct
  •   answer:
  •   “Starbucks
  •   VIA” or
  •   less
  •   positive
  •   towards
  •   the
  •   brand?” 80% 73% 31% 58% Ad Promo
  •   Trail Live
  •   Read Ad Promo
  •   Trail Live
  •   Read Source:
  •   Presenter
  •   Endorsement
  •   Research,
  •    EntertainmentMediaResearch,
  •   2009Friday, 16 March 12
  • Spontaneous
  •   Recall Positive
  •   Impact “Which
  •   brand
  •   did
  •   you
  •   hear?” “Did
  •   the
  •   audio
  •   make
  •   you
  •   feel
  •   more
  •    Correct
  •   answer:
  •   “Starbucks
  •   VIA” or
  •   less
  •   positive
  •   towards
  •   the
  •   brand?” 80% 73% 36% 31% 58% Ad Promo
  •   Trail Live
  •   Read Ad Promo
  •   Trail Live
  •   Read Source:
  •   Presenter
  •   Endorsement
  •   Research,
  •    EntertainmentMediaResearch,
  •   2009Friday, 16 March 12
  • Spontaneous
  •   Recall Positive
  •   Impact “Which
  •   brand
  •   did
  •   you
  •   hear?” “Did
  •   the
  •   audio
  •   make
  •   you
  •   feel
  •   more
  •    Correct
  •   answer:
  •   “Starbucks
  •   VIA” or
  •   less
  •   positive
  •   towards
  •   the
  •   brand?” 43% 80% 73% 36% 31% 58% Ad Promo
  •   Trail Live
  •   Read Ad Promo
  •   Trail Live
  •   Read Source:
  •   Presenter
  •   Endorsement
  •   Research,
  •    EntertainmentMediaResearch,
  •   2009Friday, 16 March 12
  • Control Puts
  •   you
  •   inFriday, 16 March 12
  • Your
  •   Audience
  •   Have
  •    Given
  •   Their
  •   ApprovalFriday, 16 March 12
  • Be
  •   CreativeFriday, 16 March 12
  • Be
  •   CreativeFriday, 16 March 12
  • Be
  •   CreativeFriday, 16 March 12
  • Be
  •   CreativeFriday, 16 March 12
  • Be
  •   CreativeFriday, 16 March 12
  • Be
  •   CreativeFriday, 16 March 12
  • Be
  •   CreativeFriday, 16 March 12
  • Be
  •   CreativeFriday, 16 March 12
  • Be
  •   CreativeFriday, 16 March 12
  • Be
  •   CreativeFriday, 16 March 12
  • Be
  •   DisruptiveFriday, 16 March 12
  • Be
  •   Disruptive Programme
  •   Schedule: 6am
  •   Christian
  •   O’Connell 10am
  •   Russ
  •   Williams 1pm
  •   Nick
  •   Jackson 5pm
  •   Geoff
  •   LloydFriday, 16 March 12
  • Be
  •   Disruptive Programme
  •   Schedule: 6am
  •   Christian
  •   O’Connell 10am
  •   Russ
  •   Williams 1pm
  •   Nick
  •   Jackson 5pm
  •   Geoff
  •   Lloyd Reversed: 6am
  •   Geoff
  •   Lloyd 10am
  •   Nick
  •   Jackson 1pm
  •   Russ
  •   Williams 5pm
  •   Christian
  •   O’ConnellFriday, 16 March 12
  • Embrace
  •   itFriday, 16 March 12
  • Let
  •   it
  •   open
  •   doors
  •   for
  •   youFriday, 16 March 12
  • Let
  •   it
  •   open
  •   doors
  •   for
  •   you Baddiel & Skinner’s World Cup Podcasts with Sony Ericsson Ticket competition Music and comedy theatre show 20 episodes Broadcast daily Animated highlights Mobile appFriday, 16 March 12
  • Use
  •   it
  •   to
  •   amplify
  •   your
  •   brandFriday, 16 March 12
  • Use
  •   it
  •   to
  •   amplify
  •   your
  •   brandFriday, 16 March 12
  • Sex
  •   &
  •   drugs
  •   &
  •   rock
  •   ‘n’rollFriday, 16 March 12
  • Sex
  •   &
  •   drugs
  •   &
  •   rock
  •   ‘n’roll (and
  •   other
  •   exciting
  •   things...)Friday, 16 March 12
  • Sex
  •   &
  •   drugs
  •   &
  •   rock
  •   ‘n’rollFriday, 16 March 12
  • Friday, 16 March 12
  • Friday, 16 March 12
  • In
  •   Stream
  •   and
  •   Branded
  •   Content The
  •   world’s
  •   changed
  •   and
  •   the
  •   era
  •   of
  •   one
  •    business
  •   model
  •   (spot
  •   ads)
  •   is
  •   over. Brands
  •   will
  •   want:
  •    Audience
  •   will
  •   require:
  •    Engagement Entertainment Relevancy Relevancy Cut
  •   through Less
  •   clutterFriday, 16 March 12
  • Wonderwall
  •   &
  •   Watermelons Clive
  •   Dickens,
  •   COO Tony
  •   Moorey,
  •   Content
  •   Director @cdickens
  •   
  •   
  •   @tonymooreyFriday, 16 March 12