Uws Radio & Web 2.0
Upcoming SlideShare
Loading in...5
×
 

Uws Radio & Web 2.0

on

  • 1,543 views

 

Statistics

Views

Total Views
1,543
Views on SlideShare
1,541
Embed Views
2

Actions

Likes
2
Downloads
32
Comments
0

1 Embed 2

http://www.slideshare.net 2

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Uws Radio & Web 2.0 Uws Radio & Web 2.0 Presentation Transcript

  • Radio advertising and web 2.0
  • 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
  • Map of Internet (2007)
    • Source: IPligence.com
  •  
  • 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
  • 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
  • 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)
  • 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
  • Participatory media in Web 2.0
    • Also known as social media:
      • Blogs
      • Photo sharing
      • Video sharing
      • Social bookmarking
      • Social networking
      • Mobile media
  • Traditional advertising
    • Channels
    • Print
    • Outdoor
    • TV, Cinema, Film
    • Radio
    • Direct marketing
    • Point of purchase (POP)
    • Mode of delivery
    • Image
    • Text
    • Video
  •  
  •  
  • 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
  • McCann. You won't be sorry you listened to us.
  • 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
  • Traditional advertising techniques
    • Humor
    • Shock/Surprise
    • Sarcasm
    • Suggestion
    • Statistics
    • Comparison
    • Endorsement
    • Double-Speak
  • Online advertising - advantages
    • Lower cost
    • Targeted
    • Greater range
    • Fully “track-able”
  • Traditional web advertising
    • Banner ads
    • Regular search engine inclusion
    • Cross-linking
    • Listing with web directories
    • Email campaigns
    • 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
  • 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
  • Radio ads challenges
    • technical
      • browser based solutions
      • download
      • player dependant
    • platform related
      • blogs?
      • social networks?
    • production
      • voice
      • music
      • sound effects
      • suggestion power
  • 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)
  • 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
  • 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
  • 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