Downloaded 22 times
![Radio Creates
Overall Campaign
Awareness Lift
20Sources: Nielsen AFI study 2015; New Research/IAB 2016 case study; series of studies by Nielsen for 4 advertisers
in BtoB, Auto Aftermarket and Motorcycles 2015-2016]
Among Radio Exposed
Adults
Four Study Summary
Newspaper
+100%
Outdoor
+92%
Magazine
+42%
PC Internet
+81%
Mobile
Internet
+261%
Direct Mail
+78%
Television
+54%
What You Need
to Know: Audio](https://image.slidesharecdn.com/jddigidaypresv21-180926162658/75/Digiday-Publishing-Summit-Entercom-Presentation-20-2048.jpg)
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Digiday Publishing Summit | Entercom Presentation
The document discusses the rise of smart speakers and voice-activated devices, highlighting their rapid adoption and significance in the audio market. It presents insights on the changing landscape of audio consumption, preferences among smart speaker users, and the potential for brands to engage with consumers through voice technology. Additionally, it addresses the effectiveness and reach of audio advertising, particularly in relation to traditional media and podcasting.
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Digiday Publishing Summit | Entercom Presentation
- 1. J.D. Crowley, ChiefDigital Officer (Not a Pivot to Audio) Rise of Voice, Smart Speakers, and the Audio Renaissance
- 2. 2 Denver Seattle Portland Palm Springs Minneapolis Wichita New Orleans Madison Milwaukee Chicago KansasCity Memphis Dallas Austin Gainesville Orlando Detroit Rochester New York City Philadelphia Baltimore Washington, D.C. Norfolk Wilkes-Barre Greensboro Greenville Atlanta Cleveland Worcester Hartford Boston Providence Springfield Buffalo Pittsburgh Miami Sacramento San Francisco Las VegasLos Angeles Phoenix San Diego Riverside Houston Indianapolis St. Louis CharlotteChattanooga Richmond • 235+ stations • 48 markets • 2nd largest radio group in the country Nielsen NRD Spring 2017 P12+, 4 week cume model based on unified panel Nielsen Radio Market Survey, Fall 2016, Persons +12 Population % Coverage of Top 50 Metro 12+ Pop monthly listeners 112 Million 90% Coverage of Top 50 Markets America’s #1 creator of live, original, local audio content
- 3. 3 What You Needto Know Voice Smart Speakers / Smart Devices Audio 1 2 3
- 4. 4 What You Needto Know: Voice Desktop Era Mobile Era Voice Era Voice Represents the Third Era of Search
- 5. 5 What You Needto Know: Voice Position Zero The Invisible Brand (Unaided Recall) Low Failure Tolerance (Mimics Human Interaction) 1 2 3
- 6. 6 What You Needto Know Smart Speakers / Smart Devices 1 2 3
- 7. 50MM smart speakers, 20% ofthe current U.S. population Smart Speaker Penetration, U.S., Years from Inception, % Population 1) Radio, TV, and computer measured as share of U.S. households. Smartphone and Internet measurement as share of U.S. population. Source: Activate Forecast: Activate analysis, U.S. Census Bureau, World Bank. Voice-activated devices have the fastest adoption of any new technology, faster than smartphones 7
- 8. Source: 1) Nov2017 Bridge Ratings, CIRP, voicebot.ai, Amazon, Gartner, Edison, US Census, Statistica, Accenture analysis US Smart Speaker Installed Base and Product Launches 2016-2020, in millions1 New market entrants will likely account for continued high adoption in 2018, including products from Apple, Samsung, Facebook 26% 30% 42% 47% 53% 55% Apple Music Amazon Music Pandora Youtube Spotify FM Radio Music Sources Accessed by US Smart Speaker Users US Smart Speaker Users, by Brand, 2018 & 2020 % of Smart Speaker users Smart Speaker Adoption Has Been Rapidly Accelerating, Presenting Opportunities to Interact With Listeners in New Ways Note: Cortana supports Harman device; Bixby supports Samsung device FM Radio is currently the primary music source of smart speaker users 8
- 9. 9 Source: techcrunch.com/2018/09/19/google-home-mini-was-the-best-selling-smart-speaker-in-q2/ Note: WorldwideDate Worldwide Smart Speaker Shipments Reached 11.7 Million in 2Q18 4 of the top 5 devices coming from either Amazon (30%) or Google (27%) Global Smart Speaker Shipments by Model (Millions of Units) Speaker Q218 Market Share 1. Google Home Mini 2.3 20% 2. Amazon Echo Dot 2.2 18% 3. Amazon Echo 1.4 12% 4. Alibaba Tmall Genie 0.8 7% 5. Google Home 0.8 7% Rest of Total Market 4.3 36% TOTAL 11.7 100%
- 10. Source: Edison MediaSmart Audio Report, January 2018 What You Need to Know: Smart Speakers & Smart Devices 65% say that they wouldn’t want to go back to life without their Smart Speaker are using their Smart Speaker more often than first month of owning it (vs. 16% less often) 71% are listening to more audio since getting a Smart Speaker Base: Had a Smart Speaker more than one month and gave a response 51% of Smart Speaker owners say their speaker is replacing time spent with TV 30% who are listening to more audio said they are listening to more podcasts 28% 10
- 11. What You Needto Know: Smart Speakers & Smart Devices 43% of Smart Speaker owners would be interested in using skills from companies or brands they follow on social media. Base: Follow any companies or brands on social networking sites 5am-9am 9am-3pm 5pm-7pm 7pm-9pm 9pm- Midnight #1 Traffic Drop in to an Alexa device in home Find restaurants / businesses Games Control smart home devices #2 Weather Add to to-do list Recipes / cooking requests Send messages to other devices Audiobooks #3 News Add to shopping list Order food Children stories Timer / alarms Top 3 indexing activities by daypart 11Source: Edison Media Smart Audio Report, January 2018
- 12. What You Needto Know: Smart Speakers & Smart Devices Source: Edison Media Smart Audio Report, January 2018 % saying yes Household supplies Electronics Health and beauty Pet food / supplies Groceries Home and garden Baby products 51 48 45 42 28 22 58 Which of these have you purchased using your Smart Speaker? Base: Have placed an order with Smart Speaker in the last week (13%) 12
- 13. What You Needto Know: Smart Speakers & Devices AUDIO Amazon Echo Dot (redesigned): $50 Amazon Echo Input: $35. Amazon Echo Sub: $130 Echo Link Amp and Echo Link: $300 Amp / $200 Link Amazon Echo Plus (redesigned): $150 Amazon Echo Auto: $50, but the early invite price is just $25. AUTOHOME Amazon Smart Plug: $25. Amazon Basics Microwave: $60 Amazon Echo Wall Clock: $30 Ring Stick Up Cam: $180 Amazon Echo Show (redesigned): $230 Amazon Fire TV Recast: $230 VIDEO New Alexa Products 13
- 14. 14 What You Needto Know: Smart Speakers & Smart Devices Find Your Moment
- 15. 15 What You Needto Know Audio 1 2 3
- 16. Inside Radio: IAB:Digital Audio Among Safest Advertising Opportunities. Rishad Tobaccowala Chief Growth Officer, Publicis Groupe Saturation of the eyes is naturally leading to the colonization of the ears.” 16
- 17. Radio is theTop Reach Medium Across Traditional and New Media Source: Nielsen Comparable Metrics Reports 2Q 2017 93% 95% 92% 92% TV SMARTPHONERADIO 88% 90% 78% 83% 90% 96% PC TV CONNECTED DEVICES TABLET 50% 43% 56% 47% 56% 58% 37%37% 56% 18+ 18-34 35-49 18+ 18-34 35-49 18+ 18-34 35-49 18+ 18-34 35-49 18+ 18-34 35-49 18+ 18-34 35-49 What You Need to Know: Audio 17
- 18. Radio is BothMass Appeal and Diverse 18 97% of African Americans 97% of Gen X 98% of Boomers 96% of Hispanics 12+ 95% of Millennials 94% of Teens Source: Nielsen RADAR 136, March 2018 (Continental US) + Nielsen National Regional Database, Fall 2017 (Alaska & Hawaii). Mon-Sun Mid-Mid. Weekly Cume, Audience and AQH Share. Only medium with consistent mass reach across all generations, demographics and ethnicities What You Need to Know: Audio
- 19. 19 Share of timespent listening to AM/FM + Streaming Audio Services Americans 13+ Edison Research Share of Ear 2018 AM/FM Radio includes over the air and radio streams Streaming Audio includes pure plays such as Pandora, Spotify, and others Share of Time Listening: Radio vs. Streaming Share of Ear 8% 8% 7% 77% Other AM/FM Radio What You Need to Know: Audio
- 20. Radio Creates Overall Campaign AwarenessLift 20Sources: Nielsen AFI study 2015; New Research/IAB 2016 case study; series of studies by Nielsen for 4 advertisers in BtoB, Auto Aftermarket and Motorcycles 2015-2016] Among Radio Exposed Adults Four Study Summary Newspaper +100% Outdoor +92% Magazine +42% PC Internet +81% Mobile Internet +261% Direct Mail +78% Television +54% What You Need to Know: Audio
- 21. Inside Radio: IAB:Digital Audio Among Safest Advertising Opportunities. Kristina Lutz President, ad agency Starcom With audio specifically, we have an audience that is actively choosing to tune-in – and beyond that – the emotional connection with sound seems to be a game changer in a world cluttered with visual cues. More than ever, the idea of ‘theater of the mind’ seems to be landing with clients and consumers alike.” 21
- 22. Sonic Branding What You Needto Know: Audio 22
- 23. Sources: 2) 2018Edison Research and Triton Digital “The Infinite Dial”; Base: Base: Ever Listened to a Podcast; 3) 2018 Entercom Apple Podcast Reporting (85%-90% mean); 4) IAB and PwC FY 2017 Podcast Ad Revenue Study, June 2018 80% of podcast listeners listen to most or all of the whole episode2 87% of listeners don’t skip ads3 US podcast advertising revenue is expected to grow more than 110% by 2020, to $659.0 million. Who’s listening to podcasts? 7 podcasts / week Average listener 30% 12-24 32% 25-54 13% 55+ (26% of US 12+) 73m monthly listeners What You Need to Know: Audio Podcasts Actions Taken by US Mobile Users After Hearing a Podcast Ad, Feb 2017 % of respondents 23
- 24. Key Takeaways Podcasts are About Morethan Revenue Consider Voice’s Impact on Your SEO Find Your Smart Device Moment Develop Your Sonic Branding Deepen Relationships with Your Fans Leverage Radio’s Reach 1 2 3 4 5 6 24
Editor's Notes
- #18 We see that Radio’s reach is still very strong with 9 out of 10 persons listening to radio each week. Radio has also seen its reach grow year over year
- #20 RADIO Stepped Into the Spotlight with Streaming Services, Smart Speakers, Podcasts and Continuous Innovation - All the points of customer engagement and interaction w/ Audio