Radio 2.0 Conference at Paris: The Change. A walk through the situation of the online radio advertising in Spain. Challenges, business models, case studies, procedures, and formats.

1. !"#$%"&'(#$
)*++,-.*///$01*23*24*5!

2. !6*$)-7+8$19$,6:2;12;$
%--<*==-2$39$,-.<*==-2$
>:7?2*712;$39$9?:2812;$:+-2*$
@1;1?:+$39$:2:+-;1,$
)-7+8A18*$B$C-,:+$31*A$
!6*$49*7$19$?6*$7*:+$D12;$///$E-7*$?6:2$*3*75$
&28$?6*$.:7D*?$<7-,*847*9$:+9-$,6:2;*///$
!6*$9F9?*.9$?-$.-2*=G*$<7-H*,?9$-2$?6*$
I2?*72*?$:7*$91.<+F$81J*7*2?$?6:2$-2$
:2:+-;1,$
)*$6:3*$?6*$,6:2,*$?-$+13*$9-.*?612;$
.:;1,K$A*$:++$:7*$<:7?$-L$?619$2*A$*7:K$
?6*7*L-7*$A*$2**8$?-$%"&'(#5///!

3. !M$%"&'(#//$)"&!N$
O*123*2?$$
P-,49$-2$?6*$49*7$*Q<*71*2,*$
I2?*7:,?$
R-,1:+1G*$
0*$<:7?$-L$9-.*?612;$S1;;*7$B$:T7:,=3*$$
041+8$:2$:A*9-.*$.*81:$D1?$
R*84,*$S4?$2-?$-3*7*Q<-99*$?-$:89$
0*$-S9*913*+F$+-,:+$B$)-7+8A18*$S-?6$?-;*?6*7$
#2-4;6$19$2-?$*2-4;6///$I?$96-4+8$S*$<*7L*,?5$
>:7?2*7$A1?6$?6*$S*9?$
@-2U?$?:D*$:2F?612;$L-7$;7:2?*8$
C*:72////$#3*7F$8:F5$
I23*2?$F-479*+L$:28$F-47$,-.<:2F$///$#3*7F$8:F5!

4. Analyzing Online Radio
Monetizing ...a reality?
"! #$%!&'!&(!)!*+,)(!-,.&)/!
"! #$&0$!)+,!($,!1+,)2'/!
"! 304'%'(,-!
"! 54+-)('!
"! 6)+2,(!5&*7+,'!
"! 38)-9:,'!
"! 5&;):!<,=,8&4;'!

5. #$%!&'!&(!)!*+,)(!-,.&)/!
"! <,)0$!
"! <,:,>);(!);.!?)'(!*+4@&;*!)7.&,;0,'A!38A!BC!-&::&4;!&;!D9)&;!
"! 3.70)(,.E!6&.!(4!$&*$!:,>,:!:&'(,;,+'!
"! F;,!(4!4;,!).>,+G'&;*!
"! H+,)(!?4+-)('!);.!04--7;&0)G4;!4994+(7;&G,'!
"! 3I,0G>,!&?!@,::!.4;,!
"! J+,'0+&9G>,!
"! K)+*,L)M:,!
"! N0047;()M:,!O+,):!&-9)0('!>'!,'G-)G4;'P!
"! 6,)'7+)M:,!!
"! J+,-&7-!04;(,;(A!67'&0!Q!K):2!D$4@'!?+4-!+,:,>);(!9,+'4;):&G,'!
"! 1,'(!R-,);@$&:,S!-,.&)!T!@$&:,!@4+2&;*!4+!'(7.%&;*!
"! J7+,:%!,-4G4;):!

6. #$&0$!)+,!($,!1+,)2'/!
"! #$,+,U'!($,!M7.*,(!?4+!4;:&;,!+).&4/!V(!.4,'!;4(!,8&'(W!
"! X4(!,;47*$!,.70)G4;Y,89,+G',!T!9+4?,''&4;):'!4;!+).&4!4;:&;,!
"! N7.&4!?4+-)(!&'!;4(!R0:&02)M:,S!;4+!($&+.!9)+(%!-,)'7+,.!
"! 5+)*-,;()G4;A!K44!-);%!9:)%,+'!?4+!.&'(+&M7G;*!:4@!M7.*,('!ZZ-)+2,(!;4(!4+*);&[,.!
"! X4(!M+);.,.!,;47*$!O-);%!4;:&;,!+).&4'!)+,!7;24@;!(4!($,!-,.&)!M7%,+'P!
"! K44!-);%!M+4).0)'(,+'!($&;2&;*!&(!&'!R($,!')-,S!($);!',::&;*!+).&4E!);.!;4(!+,):%[&;*!4+!)00,9G;*!
($)(!($,+,!)+,!04-9,G;*!@&($!4($,+!9:)%,+'!OH44*:,E!6DXE!47!K7M,]PE!);.!($)(!($,&+!
94'&G4;&;*!4;!.&*&():!&'!;4(!,^7&>):,;(!(4!($,!4;,!($,%!$)>,!4;!($,!4_&;,Z!
"! DG::!.,0&''&4;!9+40,''!>&)!.&*&():!(,)-'!
"! <).&4!&'!;4(!4;:%!M7(!9+&-)+:%!)!RM:&;.S!-,.&)ZZ!N:'4!)(!($,!V;(,+;,(!
"! `)02!4?!$4-4:4*)(,.!-,)'7+,-,;(!Q!(+);'9)+,;(!(,0$;4:4*&,'!
"! `)02!4?!2;4@:,.*,!,;47*$!)(!)*,;0&,'E!'9,0&)::%!4;!)7.&4!.&*&():!?4+-)(!
"! a+&'&'!b!:,''!M7.*,('!(4!R,89,+&-,;(S!
"! X,@!0+,)G>&G,'!(4!M,!M7&:(!?4+!4;:&;,!
"! 5+,,!7;G::!;4@/!]Z!N(!:,)'(!4;!M+4).0)'G;*!?4+!($,!)7.&4!
"! X4(!+,)::%!).)9(,.A!FXYF55!+).&4'!$)>,!;4(!;,0,'')+&:%!);):%[,.!($,!,c:&'(,;,+!9+,?,+,;0,'!

7. Ecosystem
"! N**+,*)G4;!
"! J)+G):!
"! d&+,0(!!
"! 6)+2,(!

8. 6)+2,(!304'%'(,-!T!D9)&;!38)-9:,!
&481-*.-=-2$E*81:V$$ E*:947*.*2?$:28$:2:+F919
&;;7*;:?*8$'*?A-7D$E-8*+!
&83*7=9*79 &;*2,1*9 >:7?2*79
c!!D):,'!! !--+9
c!!F;,!4?!($,!e&;.!J4'&G4;&;*!
c!!N7.&,;0,'!)**+,*)G4;! N*;4'G0!()+*,g;*!
c!!FMf,0G>,!K)+*,g;*! H+479'!
c!!K+)h0!Q!F9,+)G4;'!
c!!i;&j,.!+,994+G;*!
c!!D9,0&):&[,.!K,)-! K,0$;4:4*%!
c!!K,0$;4:4*&,'!$4-4:4*)G4;! k):7,!N.,.!D,+>&0,'!
c!!J+40,.7+,'A!R-)2&;*!&(!,)'%S!
X$E$YY$
J+4j:&;*!Q!04;(,;(!M)',. Z[$E$+19?*212;$9*991-29$
'*?A-7D []$O*:,6
l!4?!V;>,;(4+&,'!)(!($,!X,(@4+2
>:7=:+$E-8*+$ O:81-$W
@17*,?$E-8*+$ F($,+'

9. And now... let´s imagine a
media planner today !...

10. TV
Radio
Magazines
Press
Outdoor...
And now also the one online...
Search
Display
Video
Social Networks
Mobile... SO
... Radio Online on seem process
With literally thousands of players! How to be at the digital
top of mind list?

11. Let´s look on what happens with the air radio in Spain:
95%
of all Radio Investiments go to the 3 top National Radios
Regional & Local with tremendous audiences & influence power remain with
only the rest:
5%
And Digital market is much more fragmented.
Plus, remember online radio competes with other kind of players.
Being at the top of mind is not an easy issue,
but it is possible: Audioemotion in Spain is proud to be just there

12. Formats
"! 67:G-,.&)!
"! 54+-)('!
"! D9,0&):'!
"! K)+*,(!H+479'!

13. <).&4!F;:&;,!&'!-7:Gc-,.&)!
"! 64'(!4?!($,!:&'(,;,+'!)+,!XFK!#,M<).&4!:&'(,;,+'E!M7(!($,%!04;;,0(!($+47*$!&K7;,'E!#&;)-9E!
64M&:,E!#&5&!<).&4E!&a)+<).&4]!
"! K$,!4;:%!?4+-)(!@&($47(!M4)+.,+!&'!N7.&4WZZZZ!1iK!&(!&'!;4(!($,!4;:%!?4+-)(!?4+!04--7;&0)G;*!

14. 54+-)('!54+!F;:&;,!<).&4!T!#,M!<).&4! !*,62-+-;F!
>7*7-++$&481-$^$RF2,67-21G*8$0:22*7! I2$R?7*:.$&481-$^$RF2,67-21G*8$0:22*7!
>7*7-++$&481-! I2$R?7*:.$&481-!
0:22*7$:28$_`8*-$:?$)*S$>:;*9!
_18*-$I2$0:22*7$>7*a7-++!
R.:7?$B$!:7;*T*8$&481-$>-8,:9?$>7*7-+$!
>-8,:9?!

15. <).&4!KkA!k&.,4!4;!F;:&;,!<).&4!k&'7):!a4;(,;(! !*,62-+-;F!
_`8*-$>7*aO-++$I2a0:22*7$eccQb[c!
_`8*-$>7*7-++$bcd$^$S:22*7$eccQb[c$9F2,67-21G*8! E18aO-++$_`8*-$bcd$^$0:22*7$eccQb[c$9F2,67-21G*8!
^$0:22*7$9F2,67-21G*8!
M3*7+:F$!

16. <).&4!F;:&;,!4;!64M&:,! !*,62-+-;F!
&481-$>7*7-++$f[d! &481-$I2$R?7*:.$bcd!
&481-$>7*7-++! ^$0:22*7$9F2,67-21G*8! I2$R?7*:.$&481-! ^$0:22*7$9F2,67-21G*8!
>7*a7-++$_18*-$
&481-$>7*7-++$f[d$^$I2?*79==:+$9F2,67-21G*8$-7$&+-2*$

17. Más de 5 millones de Usuarios Únicos WebRadio
Mobile & Tablet Examples
en nuestra Red, ¡3,3 millones con IP de España!
iPad

18. K49!1+);.&;*A!N7.&4,-4G4;!D9,0&):'!
!! #Q,+49131?F$-2$S+-,D9$!
!! C12D12;$07:289$B$E491,$!
!! %:.<:1;29$?-$O:81-9$R-,1:+$'*?A-7D9!
!! %-2?*2?$R<-29-712;$
!! E-S1+*$R<*,1g,$%:.<:1;29$
!! %-7<-7:?*$O:81-$
!! R.:7?$>-8,:9=2;$
M'#$R!#>$&"#&@$
$%M_#OI'($&CC$@I(I!&C$O&@IM$&@_#O!IR#O$'##@R$
$%M_#OI'($&CC$>MRRI0C#$EM'#!Ih&!IM'$M>>MO!Y'I!I#R$PMO$!"#$O&@IM$>Y0CIR"#OR$!

19. D40&):!X,(@4+2!
a)-9)&*;!
3'(+,::)!H):&0&)!
V;!f7'(!Bm!$47+'!
BnC!2!>&,@'!
Bno!04--,;('!
p!BBq!-4+,!:&2,'!

20. J:)%!`&'('!
D94;'4+&;*!
a)-9)&*;!
16#!
C!66!$4-,!
V-9+,''&4;'!
)(!D9)&;!
nrr2!>&'&('!!
(4!9:)%:&&'('!
V;!Bo!.)%'W!
DG::!4;:&;,!)(A!
@@@Z*4,)+Z04-!

21. K)+*,g;*A!N7.&4,-4G4;!K)+*,(!H+479'!
0F$%-2?*2?$ ! !K):2!D$4@'E!67'&0!Q!J7+,!V;(,+;,(!D()G4;'!
! !$
0F$&;*9$ ! !K,,;'cFX!OBs!(4!Ct!%,)+'P!J:7'cFX!OCt!(4!tr!%,)+'P!%!D,:,0(cFX!T!no!(4!qr!%,)+'!
0F$R*Q$ ! !<4',cFX!O@4-,;P!1:7,cFX!O-);P!
0F$R/#/$C*3*+$ ! !6&.ca:)''E!6&.cu&*$!a:)''!%!u&*$!a:)''!
E1,7-?:7;*i2;$! !N'!9,+!04;(,;(A!D94+('E!6)*)[&;,E!67'&0!1%!D(%:,'E!,(0Z!!
)*$9*+*,?$?6*$:<<7-<1:?*$9?:=-29$B$,6:22*+9$S:9*8$-2$?6*$-SH*,=3*$?:7;*?$-L$?6*$:83*7=9*7K$
&9$:2$128*<*28*2?$,-.<:2F$A*$:7*$:<<7*,1:?*8$:?$?6*$.:7D*?$?-$S*$:;2-9=,$

22. Our Chalanges for
Pure Audio Formats
"! u4-4:4*)(,.!Fh0&):!6,)'7+,-,;(!
"! K$&+.!J)+(%!K+)02&;*!M4($!'&.,'!O).',+>&;*!);.!4h0&):!(+)02,+'P!
"! N;):%'&'!4;!V-9)0(!Q!3I,0G>,;,''!
"! 3.70)G4;!

23. Market Figures & Profiles
"! #$4!&'!($,!,c:&'(,;,+/!
"! 5&*7+,'E!9+,.&0G4;'!
"! 1+);.'!($)(!$)>,!(,'(,.!($,!-,.&)!

24. #$4!&'!($,!,c:&'(,;,+/!
!6*$-2+12*$7:81-$49*7$19$:2$*84,:?*8$
$
9?48*2?K$<7-L*991-2:+$-7$*2?*7<7*2:47/$
$
Y7S:2K$.18$?-$61;6$9-,1-*,-2-.1,:+$+*3*+K$
$
:;*9$A1?612$?6*$$.:H-7$S4F12;$,:<:,1?F$B$+*3*+$jfk$?-$Zc$F*:79l$
$
%471-49K$42,-2L-7.19?K$.491,K$,4+?47:+F$813*791?F$B$?*,62-+-;F$:<:991-2:?*/
$
!6*$-2+12*$7:81-$49*7$+-3*9$?-$12?*7:,?
$

25. i',+'!3>4:7G4;!T!6)+2,(!5&*7+,'!
!6*$L:9?*9?$;7-A12;$.*81:$:?$?6*$I2?*72*?$
"! 5+4-!tr!(4!Bmr!-&::&4;!7',+'!&;!($,!:)'(!q!%,)+'!
O1+&.*,!<)G;*'!.)()PE!);.!nrl!&;0+,)',!:)'(!
%,)+!
!6*$@1;1?:+$&8$O*3*24*$>7-H*,=-29$
"! nEql!?+4-!($,!(4():!<).&4!V;>,'(-,;(!)(!iDN!!
"! XFK!)!0);&M):&[&;*!-)+2,(E!)'!+).&4!4;!)&+!
*+4@'Z!

26. Our reason to be.... Brands that already invest on Online Radio

27. Some Final Reflexions
We have big challages to improve,
we must act now!
The actual money invested is nothing
compared with the impact of the media,
so we just have one option: growing sensibly!
Remember that you need technology,
top level team, true partnerships, share
knowledge, and focus on the e-listener
experience, stablishing dialogues, avoiding
acting unidirectionally.
The opportunity is real and it is there...
Just CHANGE and take it!

28. vK$);2!%47!?4+!%47+!)L,;G4;W!
u,+,!1,::4@!-%!a+,.,;G):'!
a4;()0(!-,!?4+!N;%($&;*!%47!#&'$!
AAA/:481-*.-=-2/*9!
3:&')!3'04M,.4!
,Z,'04M,.4w)7.&4,-4G4;Z,'!
K,:A!pnt!qBq!xnC!qtC!