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Redefining Radio@cdickens
So what’s the UK radio problem?    Radio Revenue is not ‘growing’, beyond inflation   T.S.L ,especially amongst young, is ...
82%source: BBC eartime research 2010/11
47m
source: RAJAR Q2:2012                        3.2m
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 20,000episodes on Demand
Over 18m YouTube views
Not on AM or FM77%
Know who your audience are?
[DATA OIL IMAGE HERE]DATAthe new oil
TARGETIn Stream
+ location+ Location
MANCHESTER CITY 3 – QPR 2Man City vs. QPR 16:10     Sunday May 13th 2012Sunday May 13th 2012 16:10[MAP APP IMAGE HERE]
Privacymatters
Broadcast:              How does InStream work?                 Live Programming            Commercial Break             L...
50%LOGGED-IN
61%LOGGED-IN
On-air vs. Online: What have we learnt so far  Broadcast        Logged In
Younger - More male - More upmarket                          Male    Younger                                     Older    ...
Thinking about Budweiser and any advertising   recently for the beer, how did it make you feel?         44.8% are more pos...
Active Location & Exact Age TargetingInteractive , Visualized & SocialDigital metrics – ‘One to One’
What next for InStream?
INSTREAM WILL WORK ON THIRD PARTY APPS
Broadcastone to manyAdvertiseone to one
Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)
VR Absolute RadioSource : RAJAR 1999-2012
LONDON 15+ MEN WEEKDAY HALF HOUR SHARES
Absolute Radio Sales team voted ahead of peers
CommercialRadio Station of the Year 2012
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
Redefining Radio - Moscow
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Redefining Radio - Moscow

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Presentation delivered at the Russian Academy of Radio event, December 2012.

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  • Facebook and Google are perhaps the most obvious examples of brands using data for commercial benefit, but it ’ s also affecting traditional media brands too…David Abraham (CEO of C4) has referred to audience data as the ‘ oil and soil ’ of the future of broadcast. one music brand that has already been highly successful in using logged-in data for commercial benefit is Pandora…
  • Well, car manufacturers are hot on the heals of IPTV… they ’ re already developing their own app platforms that can access the Internet – currently through a smartphone but eventually it ’ ll be built-in, which could feature a logged-in interface similar to the image on screen now
  • Transcript of "Redefining Radio - Moscow"

    1. 1. Redefining Radio@cdickens
    2. 2. So what’s the UK radio problem? Radio Revenue is not ‘growing’, beyond inflation T.S.L ,especially amongst young, is slowly declining Sample based estimates businesses are challengedRadio Airtime is cost effective but not accountable enough Radio yields are declining Internet disrupting everything
    3. 3. 82%source: BBC eartime research 2010/11
    4. 4. 47m
    5. 5. source: RAJAR Q2:2012 3.2m
    6. 6. Platform neutral
    7. 7. 3.5 app downloads 500,000 Mobile Active Regular Users
    8. 8. More than ‘listen’
    9. 9. More than just ‘Pocket’
    10. 10. 9m using UK Radio in one simple player & interface
    11. 11. RadioPlayer launched as a Mobile App last week
    12. 12. Over 20,000episodes on Demand
    13. 13. Over 18m YouTube views
    14. 14. Not on AM or FM77%
    15. 15. Know who your audience are?
    16. 16. [DATA OIL IMAGE HERE]DATAthe new oil
    17. 17. TARGETIn Stream
    18. 18. + location+ Location
    19. 19. MANCHESTER CITY 3 – QPR 2Man City vs. QPR 16:10 Sunday May 13th 2012Sunday May 13th 2012 16:10[MAP APP IMAGE HERE]
    20. 20. Privacymatters
    21. 21. Broadcast: How does InStream work? Live Programming Commercial Break Live Programming 1 2 3 4 5 6In Stream: Live Programming Targeted Ads Extra Content Live Programming 1 2 Branded Content: Live Programming Targeted Ads Branded Content Live Programming 1 2
    22. 22. 50%LOGGED-IN
    23. 23. 61%LOGGED-IN
    24. 24. On-air vs. Online: What have we learnt so far Broadcast Logged In
    25. 25. Younger - More male - More upmarket Male Younger Older FemaleSource: Absolute Radio Account listener-base,RAJAR Q4 2011
    26. 26. Thinking about Budweiser and any advertising recently for the beer, how did it make you feel? 44.8% are more positiveBase: 192 targeted InStream listeners, 141 Broadcast listeners
    27. 27. Active Location & Exact Age TargetingInteractive , Visualized & SocialDigital metrics – ‘One to One’
    28. 28. What next for InStream?
    29. 29. INSTREAM WILL WORK ON THIRD PARTY APPS
    30. 30. Broadcastone to manyAdvertiseone to one
    31. 31. Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)
    32. 32. VR Absolute RadioSource : RAJAR 1999-2012
    33. 33. LONDON 15+ MEN WEEKDAY HALF HOUR SHARES
    34. 34. Absolute Radio Sales team voted ahead of peers
    35. 35. CommercialRadio Station of the Year 2012
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