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Uws Radio & Web 2.0

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  • Transcript

    • 1. Radio advertising and web 2.0
    • 2. This lecture aims to:
      • Define the concepts of convergence and web 2.0
      • Illustrate advertising techniques
      • Present the advantages of online advertising
      • Briefly describe the current online advertising methods
      • List the online radio streaming options currently available
      • Discuss the impact of web 2.0 and convergence on online (radio) campaigns
    • 3. Map of Internet (2007)
      • Source: IPligence.com
    • 4.  
    • 5. Convergence
      • (1980s) 2005 - Convergence media culture
        • the collision of old and new media, along with the intersection of grassroots and corporate media and the unpredictable interaction between media producers and media consumers
          • expected to at a device/technological level
          • In reality: Hardware DIVERGES & Content CONVERGES
    • 6. Web 2.0
      • 2007 - Web 2.0
        • a new challenge
        • a paradigmatic shift from the media hegemony thesis to one of conversational content or presenting content, as the connection among dispersed media content
        • Media genres boundaries blurred
    • 7. Web 2.0 features
      • Websites as dynamic applications with functionalities spreading across convergent media
      • More standards (Application Programming Interface - APIs)
      • User generated content (USG)
      • User generated functionalities
      • User directed content
      • The expert prosumer = consumer + producer
        • Bottom-up hierarchy
      • Each community member is responsible for contributing information to the rest of the users (Open Source)
    • 8. Participatory media in Web 2.0
      • 2/3 of the world’s Internet population visit a social network or blogging site
      • Social networking & blogging - 10% of all internet time.
      • ‘ Member Communities’ have overtaken personal Email to become the world’s fourth most popular online sector after search, portals and PC software applications
    • 9. Participatory media in Web 2.0
      • Also known as social media:
        • Blogs
        • Photo sharing
        • Video sharing
        • Social bookmarking
        • Social networking
        • Mobile media
    • 10. Traditional advertising
      • Channels
      • Print
      • Outdoor
      • TV, Cinema, Film
      • Radio
      • Direct marketing
      • Point of purchase (POP)
      • Mode of delivery
      • Image
      • Text
      • Video
    • 11.  
    • 12.  
    • 13. It's called suicide because it's your choice.
Give up smoking: 0 8008 700 700 Advertising Agency: Mercury 360 Place: Bucharest, Romania Art Director: Andrei Nedea Copywriter: Cristian Scurtu Photographer: Ola Bell Creative Group Director: Liviu Turcanu Published: December 2008
    • 14. McCann. You won't be sorry you listened to us.
    • 15. Sort your head out Advertising Agency: DDB Location: Stockholm, Sweden Creative Director: Andreas Dahlqvist Art Directors: Simon Higby, Ted Mellström, Viktor Arve Copywriter: Martin Lundgren Photographer: Alexander Pihl Repro: Daniel Sundin, Account Manager, Johanna Karsten Published: March 2008
    • 16. Traditional advertising techniques
      • Humor
      • Shock/Surprise
      • Sarcasm
      • Suggestion
      • Statistics
      • Comparison
      • Endorsement
      • Double-Speak
    • 17. Online advertising - advantages
      • Lower cost
      • Targeted
      • Greater range
      • Fully “track-able”
    • 18. Traditional web advertising
      • Banner ads
      • Regular search engine inclusion
      • Cross-linking
      • Listing with web directories
      • Email campaigns
    • 19.
      • Search Engine Marketing (SEM)

        • Search Engine Optimization (SEO)

        • Paid placement (Pay Per Click)
        • Paid inclusion
        • Contextual advertising (Google AdSense)
        • Keyword advertising (Google AdWords, Yahoo! Search Marketing)
      • Social Media Optimization (SMO)
      • Surrogate advertising
      • Pixel advertising
      Contemporary online advertising
    • 20. Online inter/creativity
      • 2008
      • Integrated Campaigns - A Fuller Spectrum of News (SS+K) - http: //tinyurl .com/7ntp6e
      • Online Guerilla Marketing - Trevor the Mentos Intern (BBH New York) - http://tinyurl.com/8olz3u
      • Viral Marketing - Berlitz - Coast Guard - http: //tinyurl .com/lma55
      • http://www.audioruckusrecording.com/uploads/Simulator.mp3
      • http://www.audioruckusrecording.com/uploads/Timberland.mp3
    • 21. Radio ads challenges
      • technical
        • browser based solutions
        • download
        • player dependant
      • platform related
        • blogs?
        • social networks?
      • production
        • voice
        • music
        • sound effects
        • suggestion power
    • 22. Online Radio Platforms
      • Internet Radio Tuners
        • Livewire (paid content)
        • Netmedia (freeware)
      • Personalized Web Radio Stations
        • Pandora
        • Last.fm
      http://www.seeqpod.com/echo/
      • Free Streaming
        • PeerCast (download required)
      • Streaming Audio
        • Yahoo LaunchCast (interrupted by commercials)
        • Live365 (create your own station)
        • Radiofeeds
        • iTunes Radio
        • MSN Radio (service discontinued)
    • 23. Let’s discuss
      • Is radio meant to work on the internet?
      • Can radio advertising be viral?
      • Is radio online profitable?
        • Google just recently dropped radio
    • 24. Social media considerations
      • A place for free expression (within some legal limits)
      • Traditional broadcasters
        • CNN, CBS, BBC on YouTube
      • Banned offline advertising is allowed online?
      • Copyright?
        • The individual creative enjoys less protection than the recognized or official creative
    • 25. Conclusions
      • Web 2.0 provides communicators with a very dynamic environment
      • Most of the online campaigns are multi-channel
      • Online offers a wide variety of options for radio
      • Online radio advertising is facing some challenges