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

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

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

(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

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)

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

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

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

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

Humor

Shock/Surprise

Sarcasm

Suggestion

Statistics

Comparison

Endorsement

Double-Speak

Online advertising - advantages Lower cost Targeted Greater range Fully “track-able”

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

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

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

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

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

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)

Internet Radio Tuners

Livewire (paid content)

Netmedia (freeware)

Personalized Web Radio Stations

Pandora

Last.fm

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

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

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

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