RDE12 Clive Dickens and Tony Morey

1. Wonderwall

3. Watermelons Clive

4. Dickens,

5. COO Tony

6. Moorey,

7. Content

8. Director Friday, 16 March 12

9. Know

10. who

11. your

12. audience

13. are? Friday, 16 March 12

14. Privacy

15. matters Friday, 16 March 12

16. TA R G E T In

17. Stream Friday, 16 March 12

18. [data oil image here] Friday, 16 March 12

19. [data oil image here] DATA is

20. the

21. new

22. oil

23. Friday, 16 March 12

24. + Location Friday, 16 March 12

28. + location + Location Friday, 16 March 12

29. Source: Radioplayer average logins v anonymous unique users 5th - 12th March 2012 Friday, 16 March 12

30. 33% Logged-in Source: Radioplayer average logins v anonymous unique users 5th - 12th March 2012 Friday, 16 March 12

31. Source: Ave daily Absolute Radio app (v6) logins v anonymous unique users 5th - 12th March 2012 Friday, 16 March 12

32. 54% Logged-in Source: Ave daily Absolute Radio app (v6) logins v anonymous unique users 5th - 12th March 2012 Friday, 16 March 12

33. MANCHESTER

34. UTD

35. VS

36. MANCHESTER

37. CITY

38. 23.10.11

41. 13.52 [map app image here] Friday, 16 March 12

42. 04 :00 -04 05 :15 :00 Friday, 16 March 12 -05 06 :15 :00 Broadcast -06 07 :15 :00 -07 08 :15 :00 -08 09 :15 :00 -09 10 :15 :00 -10 11 :15 :00 -11 12 :15 :00 -12 13 :15 :00 -13 14 :15 :00 -14 15 :15 Online :00 -15 16 :15 :00 -16 17 :15 :00 -17 18 :15 :00 -18 19 :15 :00 -19 20 :15 :00 -20 21 :15 :00 -21 22 :15 :00 -22 23 :15 :00 -23 On-air vs Online: a different timeline :15 Untitled

44. On-air vs Online: a different geography Absolute Radio in Rajar Absolute Radio’s streaming 51% London TSA 21% London area 49% non-London TSA 79% non-London area London Non-London Friday, 16 March 12

45. Younger

47. More

48. male

50. More

51. upmarket 25% 100% 20% Male 90% 15% 80% 10% 70% 5% 60% 0% Younger Older 50% -5% 40% -10% 30% -15% 20% -20% 10% Female -25% 0% 18-24 25-34 35-44 45-54 55-64 ABC1 C2DE Logged-in Broadcast Source: Absolute Radio Account listener-base, RAJAR Q4 2011 Friday, 16 March 12

54. Broadcast: Live Programming Commercial Break Live Programming 1 2 3 4 5 6 In Stream: Live Programming Targeted Ads Extra Content Live Programming 1 2 +Branded Content: Live Programming Targeted Ads Branded Content Live Programming 1 2 Friday, 16 March 12

57. Broadcast

58. one

59. to

60. many Advertise one

61. to

62. one Friday, 16 March 12

63. C O M M U N I C AT E Branded

64. Content Friday, 16 March 12

65. We

66. put

67. it

68. to

69. the

70. test: Played

71. 250

72. people

73. an

74. advert Played

75. 250

76. people

78. promo

79. trail Played

80. 250

81. people

83. live

84. presenter

85. script Brand

86. tested

87. was

88. unavailable

89. in

90. the

91. UK

92. at

93. the

94. time, In-house

95. copy

96. created

97. for

98. all

99. creative

100. executions. Friday, 16 March 12

101. Spontaneous

102. Recall Positive

103. Impact “Which

104. brand

105. did

106. you

107. hear?” “Did

108. the

109. audio

110. make

111. you

112. feel

113. more

114. Correct

115. answer:

116. “Starbucks

117. VIA” or

118. less

119. positive

120. towards

121. the

122. brand?” Source:

123. Presenter

124. Endorsement

125. Research,

126. EntertainmentMediaResearch,

127. 2009 Friday, 16 March 12

128. Spontaneous

131. brand

132. did

133. you

135. the

136. audio

137. make

138. you

139. feel

140. more

141. Correct

142. answer:

143. “Starbucks

144. VIA” or

145. less

146. positive

147. towards

148. the

149. brand?” Ad Promo

150. Trail Live

151. Read Source:

152. Presenter

153. Endorsement

154. Research,

156. 2009 Friday, 16 March 12

157. Spontaneous

160. brand

161. did

162. you

164. the

165. audio

166. make

167. you

168. feel

169. more

170. Correct

171. answer:

172. “Starbucks

173. VIA” or

174. less

175. positive

176. towards

177. the

178. brand?” 58% Ad Promo

179. Trail Live

180. Read Source:

181. Presenter

182. Endorsement

183. Research,

185. 2009 Friday, 16 March 12

186. Spontaneous

189. brand

190. did

191. you

193. the

194. audio

195. make

196. you

197. feel

198. more

199. Correct

200. answer:

201. “Starbucks

202. VIA” or

203. less

204. positive

205. towards

206. the

207. brand?” 73% 58% Ad Promo

208. Trail Live

209. Read Source:

210. Presenter

211. Endorsement

212. Research,

214. 2009 Friday, 16 March 12

215. Spontaneous

218. brand

219. did

220. you

222. the

223. audio

224. make

225. you

226. feel

227. more

228. Correct

229. answer:

230. “Starbucks

231. VIA” or

232. less

233. positive

234. towards

235. the

236. brand?” 80% 73% 58% Ad Promo

237. Trail Live

238. Read Source:

239. Presenter

240. Endorsement

241. Research,

243. 2009 Friday, 16 March 12

244. Spontaneous

247. brand

248. did

249. you

251. the

252. audio

253. make

254. you

255. feel

256. more

257. Correct

258. answer:

259. “Starbucks

260. VIA” or

261. less

262. positive

263. towards

264. the

265. brand?” 80% 73% 58% Ad Promo

266. Trail Live

267. Read Ad Promo

268. Trail Live

269. Read Source:

270. Presenter

271. Endorsement

272. Research,

274. 2009 Friday, 16 March 12

275. Spontaneous

278. brand

279. did

280. you

282. the

283. audio

284. make

285. you

286. feel

287. more

288. Correct

289. answer:

290. “Starbucks

291. VIA” or

292. less

293. positive

294. towards

295. the

296. brand?” 80% 73% 31% 58% Ad Promo

297. Trail Live

298. Read Ad Promo

299. Trail Live

300. Read Source:

301. Presenter

302. Endorsement

303. Research,

305. 2009 Friday, 16 March 12

306. Spontaneous

309. brand

310. did

311. you

313. the

314. audio

315. make

316. you

317. feel

318. more

319. Correct

320. answer:

321. “Starbucks

322. VIA” or

323. less

324. positive

325. towards

326. the

327. brand?” 80% 73% 36% 31% 58% Ad Promo

328. Trail Live

329. Read Ad Promo

330. Trail Live

331. Read Source:

332. Presenter

333. Endorsement

334. Research,

336. 2009 Friday, 16 March 12

337. Spontaneous

340. brand

341. did

342. you

344. the

345. audio

346. make

347. you

348. feel

349. more

350. Correct

351. answer:

352. “Starbucks

353. VIA” or

354. less

355. positive

356. towards

357. the

358. brand?” 43% 80% 73% 36% 31% 58% Ad Promo

359. Trail Live

360. Read Ad Promo

361. Trail Live

362. Read Source:

363. Presenter

364. Endorsement

365. Research,

367. 2009 Friday, 16 March 12

368. Control Puts

369. you

370. in Friday, 16 March 12

371. Your

372. Audience

373. Have

374. Given

375. Their

376. Approval Friday, 16 March 12

377. Be

378. Creative Friday, 16 March 12

379. Be

381. Be

383. Be

385. Be

387. Be

389. Be

391. Be

393. Be

395. Be

397. Be

398. Disruptive Friday, 16 March 12

399. Be

400. Disruptive Programme

401. Schedule: 6am

402. Christian

403. O’Connell 10am

404. Russ

405. Williams 1pm

406. Nick

407. Jackson 5pm

408. Geoff

409. Lloyd Friday, 16 March 12

410. Be

411. Disruptive Programme

412. Schedule: 6am

413. Christian

414. O’Connell 10am

415. Russ

416. Williams 1pm

417. Nick

418. Jackson 5pm

419. Geoff

420. Lloyd Reversed: 6am

421. Geoff

422. Lloyd 10am

423. Nick

424. Jackson 1pm

425. Russ

426. Williams 5pm

427. Christian

428. O’Connell Friday, 16 March 12

429. Embrace

430. it Friday, 16 March 12

431. Let

432. it

433. open

434. doors

435. for

436. you Friday, 16 March 12

437. Let

438. it

439. open

440. doors

441. for

442. you Baddiel Skinner’s World Cup Podcasts with Sony Ericsson Ticket competition Music and comedy theatre show 20 episodes Broadcast daily Animated highlights Mobile app Friday, 16 March 12

443. Use

444. it

445. to

446. amplify

447. your

448. brand Friday, 16 March 12

449. Use

450. it

451. to

452. amplify

453. your

454. brand Friday, 16 March 12

455. Sex

457. drugs

459. rock

460. ‘n’roll Friday, 16 March 12

461. Sex

463. drugs

465. rock

466. ‘n’roll (and

467. other

468. exciting

469. things...) Friday, 16 March 12

470. Sex

472. drugs

474. rock

475. ‘n’roll Friday, 16 March 12

478. In

479. Stream

480. and

481. Branded

482. Content The

483. world’s

484. changed

485. and

486. the

487. era

488. of

489. one

490. business

491. model

492. (spot

493. ads)

494. is

495. over. Brands

496. will

497. want:

498. Audience

499. will

500. require:

501. Engagement Entertainment Relevancy Relevancy Cut

502. through Less

503. clutter Friday, 16 March 12

504. Wonderwall

506. Watermelons Clive

507. Dickens,

508. COO Tony

509. Moorey,

510. Content

511. Director @cdickens

514. @tonymoorey Friday, 16 March 12

RDE12 Clive Dickens and Tony Morey

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RDE12 Clive Dickens and Tony Morey