Uws Radio & Web 2.0


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  • Uws Radio & Web 2.0

    1. 1. Radio advertising and web 2.0
    2. 2. This lecture aims to: <ul><li>Define the concepts of convergence and web 2.0 </li></ul><ul><li>Illustrate advertising techniques </li></ul><ul><li>Present the advantages of online advertising </li></ul><ul><li>Briefly describe the current online advertising methods </li></ul><ul><li>List the online radio streaming options currently available </li></ul><ul><li>Discuss the impact of web 2.0 and convergence on online (radio) campaigns </li></ul>
    3. 3. Map of Internet (2007) <ul><li>Source: IPligence.com </li></ul>
    4. 5. Convergence <ul><li>(1980s) 2005 - Convergence media culture </li></ul><ul><ul><li>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 </li></ul></ul><ul><ul><ul><li>expected to at a device/technological level </li></ul></ul></ul><ul><ul><ul><li>In reality: Hardware DIVERGES & Content CONVERGES </li></ul></ul></ul>
    5. 6. Web 2.0 <ul><li>2007 - Web 2.0 </li></ul><ul><ul><li>a new challenge </li></ul></ul><ul><ul><li>a paradigmatic shift from the media hegemony thesis to one of conversational content or presenting content, as the connection among dispersed media content </li></ul></ul><ul><ul><li>Media genres boundaries blurred </li></ul></ul>
    6. 7. Web 2.0 features <ul><li>Websites as dynamic applications with functionalities spreading across convergent media </li></ul><ul><li>More standards (Application Programming Interface - APIs) </li></ul><ul><li>User generated content (USG) </li></ul><ul><li>User generated functionalities </li></ul><ul><li>User directed content </li></ul><ul><li>The expert prosumer = consumer + producer </li></ul><ul><ul><li>Bottom-up hierarchy </li></ul></ul><ul><li>Each community member is responsible for contributing information to the rest of the users (Open Source) </li></ul>
    7. 8. Participatory media in Web 2.0 <ul><li>2/3 of the world’s Internet population visit a social network or blogging site </li></ul><ul><li>Social networking & blogging - 10% of all internet time. </li></ul><ul><li>‘ Member Communities’ have overtaken personal Email to become the world’s fourth most popular online sector after search, portals and PC software applications </li></ul>
    8. 9. Participatory media in Web 2.0 <ul><li>Also known as social media: </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Photo sharing </li></ul></ul><ul><ul><li>Video sharing </li></ul></ul><ul><ul><li>Social bookmarking </li></ul></ul><ul><ul><li>Social networking </li></ul></ul><ul><ul><li>Mobile media </li></ul></ul>
    9. 10. Traditional advertising <ul><li>Channels </li></ul><ul><li>Print </li></ul><ul><li>Outdoor </li></ul><ul><li>TV, Cinema, Film </li></ul><ul><li>Radio </li></ul><ul><li>Direct marketing </li></ul><ul><li>Point of purchase (POP) </li></ul><ul><li>Mode of delivery </li></ul><ul><li>Image </li></ul><ul><li>Text </li></ul><ul><li>Video </li></ul>
    10. 13. 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
    11. 14. McCann. You won't be sorry you listened to us.
    12. 15. 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
    13. 16. Traditional advertising techniques <ul><li>Humor </li></ul><ul><li>Shock/Surprise </li></ul><ul><li>Sarcasm </li></ul><ul><li>Suggestion </li></ul><ul><li>Statistics </li></ul><ul><li>Comparison </li></ul><ul><li>Endorsement </li></ul><ul><li>Double-Speak </li></ul>
    14. 17. Online advertising - advantages <ul><li>Lower cost </li></ul><ul><li>Targeted </li></ul><ul><li>Greater range </li></ul><ul><li>Fully “track-able” </li></ul>
    15. 18. Traditional web advertising <ul><li>Banner ads </li></ul><ul><li>Regular search engine inclusion </li></ul><ul><li>Cross-linking </li></ul><ul><li>Listing with web directories </li></ul><ul><li>Email campaigns </li></ul>
    16. 19. <ul><li>Search Engine Marketing (SEM)
 </li></ul><ul><ul><li>Search Engine Optimization (SEO)
 </li></ul></ul><ul><ul><li>Paid placement (Pay Per Click) </li></ul></ul><ul><ul><li>Paid inclusion </li></ul></ul><ul><ul><li>Contextual advertising (Google AdSense) </li></ul></ul><ul><ul><li>Keyword advertising (Google AdWords, Yahoo! Search Marketing) </li></ul></ul><ul><li>Social Media Optimization (SMO) </li></ul><ul><li>Surrogate advertising </li></ul><ul><li>Pixel advertising </li></ul>Contemporary online advertising
    17. 20. Online inter/creativity <ul><li>2008 </li></ul><ul><li>Integrated Campaigns - A Fuller Spectrum of News (SS+K) - http: //tinyurl .com/7ntp6e </li></ul><ul><li>Online Guerilla Marketing - Trevor the Mentos Intern (BBH New York) - http://tinyurl.com/8olz3u </li></ul><ul><li>Viral Marketing - Berlitz - Coast Guard - http: //tinyurl .com/lma55 </li></ul><ul><li>http://www.audioruckusrecording.com/uploads/Simulator.mp3 </li></ul><ul><li>http://www.audioruckusrecording.com/uploads/Timberland.mp3 </li></ul>
    18. 21. Radio ads challenges <ul><li>technical </li></ul><ul><ul><li>browser based solutions </li></ul></ul><ul><ul><li>download </li></ul></ul><ul><ul><li>player dependant </li></ul></ul><ul><li>platform related </li></ul><ul><ul><li>blogs? </li></ul></ul><ul><ul><li>social networks? </li></ul></ul><ul><li>production </li></ul><ul><ul><li>voice </li></ul></ul><ul><ul><li>music </li></ul></ul><ul><ul><li>sound effects </li></ul></ul><ul><ul><li>suggestion power </li></ul></ul>
    19. 22. Online Radio Platforms <ul><li>Internet Radio Tuners </li></ul><ul><ul><li>Livewire (paid content) </li></ul></ul><ul><ul><li>Netmedia (freeware) </li></ul></ul><ul><li>Personalized Web Radio Stations </li></ul><ul><ul><li>Pandora </li></ul></ul><ul><ul><li>Last.fm </li></ul></ul>http://www.seeqpod.com/echo/ <ul><li>Free Streaming </li></ul><ul><ul><li>PeerCast (download required) </li></ul></ul><ul><li>Streaming Audio </li></ul><ul><ul><li>Yahoo LaunchCast (interrupted by commercials) </li></ul></ul><ul><ul><li>Live365 (create your own station) </li></ul></ul><ul><ul><li>Radiofeeds </li></ul></ul><ul><ul><li>iTunes Radio </li></ul></ul><ul><ul><li>MSN Radio (service discontinued) </li></ul></ul>
    20. 23. Let’s discuss <ul><li>Is radio meant to work on the internet? </li></ul><ul><li>Can radio advertising be viral? </li></ul><ul><li>Is radio online profitable? </li></ul><ul><ul><li>Google just recently dropped radio </li></ul></ul>
    21. 24. Social media considerations <ul><li>A place for free expression (within some legal limits) </li></ul><ul><li>Traditional broadcasters </li></ul><ul><ul><li>CNN, CBS, BBC on YouTube </li></ul></ul><ul><li>Banned offline advertising is allowed online? </li></ul><ul><li>Copyright? </li></ul><ul><ul><li>The individual creative enjoys less protection than the recognized or official creative </li></ul></ul>
    22. 25. Conclusions <ul><li>Web 2.0 provides communicators with a very dynamic environment </li></ul><ul><li>Most of the online campaigns are multi-channel </li></ul><ul><li>Online offers a wide variety of options for radio </li></ul><ul><li>Online radio advertising is facing some challenges </li></ul>