Music 4.5 Smart Radio Sept 2012 Conference

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Clive Dickens 'redefining radio' conference presentation London 2012

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Music 4.5 Smart Radio Sept 2012 Conference

  1. 1. Redefining Radio@cdickens
  2. 2. So what’s the 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 spot yields are declining Internet disrupting everything
  3. 3. source: BBC eartime research 2010/11 82%
  4. 4. source: RAJAR Q2:2012 3.2m
  5. 5. Platform neutral
  6. 6. 3.4 app downloads 500,000 Mobile Active Regular Users
  7. 7. More than ‘listen’
  8. 8. More than just ‘Pocket’
  9. 9. Know who your audience are?
  10. 10. [data oil image here]DATAthe new oil
  11. 11. TARGETIn Stream
  12. 12. + location+ Location
  13. 13. Man City vs. QPR – QPR 2 MANCHESTER CITY 3 Sunday May 13th 2012 16:10Sunday May 13th 2012 16:10[MAP APP IMAGE HERE]
  14. 14. Privacymatters
  15. 15. 33% Logged-inSource: Radioplayer average logins v anonymousunique users Q1 & Q2 2012
  16. 16. 57% Logged-inSource: Ave daily Absolute Radio app (v6)logins v anonymous unique Q1 & Q2 Average
  17. 17. Thinking about Budweiser and any advertising recently for the beer, how did it make you feel? 90% 80% 77.3% 70% 44.8% are more positive 60% 51.0% 50% 40% 34.4% InStream 30% Broadcast 19.1% 20% 10.4% 10% 2.8% 2.1% 0.0% 2.1% 0.7% 0% Much more A little more Neither A little less Much less positive positive positive positiveBase: 192 targeted InStream listeners, 141 Broadcast listeners
  18. 18. Younger - More male - More upmarket Male Younger Older FemaleSource: Absolute Radio Account listener-base,RAJAR Q4 2011
  19. 19. On-air vs. Online: What have we learnt so far Broadcast Logged In
  20. 20. How does In-Stream work?Broadcast: 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
  21. 21. Broadcastone to manyAdvertiseone to one
  22. 22. “The marriage of radio and technology is going to be transformative.The opportunity to tailor your advertising to your listener is going to be an absolute game changer.” Ed Vaizey, MP: Minister for Culture, Communications and Creative Industries
  23. 23. 5,000 10,000 15,000 20,000 25,000 30,000 0W1:02W2:02W3:02W4:02W1:03W2:03W3:03W4:03W1:04W2:04W3:04W4:04W1:05W2:05W3:05W4:05W1:06W2:06W3:06W4:06W1:07W2:07W3:07W4:07W1:08W2:08W3:08W4:08W1:09W2:09W3:09W4:09 Total Absolute Radio Network RAJAR Hours 2002-2012W1:10W2:10W3:10W4:10W1:11W2:11 Absolute Radio: The Story So FarW3:11W4:11W1:12W2:12

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