Five main tactics for the radio business to deploy and develop in 2018 by Egta @ European Radio and Digital Audio Show 2018 By Yuri Lobourets, Director Radio at EGTA The program of The European Radio and Digital Audio Show 2018 is coorganized by Nicolas Moulard (Actuonda) and Xavier Filliol (Les Editions de l'Octet) in collaboration with Phiippe Chapot (Editions HF). www.salondelaradio.com www.european-show.radio

1. FIVE MAIN TACTICS FOR THE RADIO
BUSINESS TO DEPLOY AND DEVELOP IN
2018
An overview of best practices from Europe and the U.S.
Yuri Loburets, Director Radio

2. The knowledge and best
practices reference centre
43 143
41
75
1200

3. Speaking about radio…

4. www.egta.com
Same challenges and changes
• Transformation of radio as a medium
• Changed distribution landscape
• Audience acquisition and retention
• Competition for advertising investments

5. “2018 is the year we become
less about prediction and
more about creating reality.”
- Jay Green, Cadence13

6. Make the most from
broadcast radio

7. www.egta.com
Making radio easier and nicer to buy
Automation and programmatic for radio
(Jelli, Adremes, J-ET)
• Clients expect automation and self service
• Reduce transaction costs on both sides
• Leverage data and consumer insights
• Improve efficiency and ROI
• Real-time optimisation and reporting
• Monetisation of a broader spectrum of inventory

8. www.egta.com
Presentation and client service
Open Square
by Rai Pubblicità
• New marketing and booking tool
• Give clients an option to chose how
to interact with your sales team
• New generation of CRM

9. www.egta.com
New categories of clients + KPI based approach

10. Where do we go beyond
broadcast?

11. www.egta.com
How Silicon Valley Reengineered Media
Source:Tow Center for
Digital Journalism report,
March 2017

12. Filter and prioritise
platforms

13. www.egta.com
Questions to ask yourselves
• Is there an audience?
• Is it a “radio” audience?
• Will it grow?
• Do we have an idea what to do there?
• Do we know how to monetise it?

14. www.egta.com
“Skittles” analysis
• Analogue broadcast
• Digital broadcast
• Web
• Desktop application
• iOS apps
• Android apps
• CarPlay
• Android Auto
• Smartwatches
• Smartspeakers
• YouTube
• TuneIn
• Podcasts
• Video streams
• Hybrid radio
• Social media
• Soundcloud
• TV
• Messengers
Inspired by presentation of Ivan Kolpakov, Meduza.io
Is there an audience?
Is it “a radio” audience?
Will it grow?
Do we have an idea what to do there?
Do we know how to monetise it?

15. www.egta.com
Karnaval Media (Turkey)

16. www.egta.com
Karnaval Media (Turkey)

17. Develop non-linear products
for new platforms

18. www.egta.com
Source: “Music Consumption: The Overall Landscape 2017”, AudienceNet/LOOP
Listening to music radio brands
(AM/FM) online accounts for 2%-4%
TSL across all demographics.

19. (Smart) Radio for
smartphones

20. www.egta.com

21. www.egta.com
Non-linear radio
Fresh stats from Ruediger Landgraf, PD KRONEHIT, Austria
• 168.000 installs since mid 2017
• 35% of logged-in listeners
• Logged-in listeners listen 44% longer than non logged-in
• Average skip-rate is 15%
• Over 1 million audio spots played (via Adswizz)

22. (Smart) Radio for
smartpeakers

23. www.egta.com
Smartspeakers are booming
• The fastest growing electronic device category ever – 129%
in 2017
• Almost 40 million Americans have smart speakers at home
• 45% of them plan to purchase another speaker
• 69% of owners have encouraged their friends to get a
speaker
Sources: Smart Audio Report, Edison Research 2017, eMarketer, Juniper Research

24. www.egta.com

25. www.egta.com
The U.S. case – recommendations for radio
• Develop own app/skill for smart speaker and promote it
• Simulcast won’t work – radio product for smart speakers has to be
interactive, personalized and with on-demand capabilities
• Educate your audience about smart speakers, integrate speakers in on-
air shows scripts and use its interactive capabilities to engage audience
(polls, quizzes, etc.)
• Try and experiment with the interactivity component for storytelling
• Deploy interactive and personalized advertising (InstreamaticAI, A
Million Ads etc.)

26. Non-broadcast platforms
require a non-broadcast
approach for audio advertising

27. www.egta.com
The challenge of mobile ads
• Ads have not been optimised for mobile
• Format borrowed from desktop
• Planning borrowed from broadcast
• Obstructive
• Not native to user experience
• Limited attention (scrolling)
• Fat Thumbs
• Not visible
• Not clickable
• Negative experience

28. www.egta.com
Pandora’s approach to advertising
• Who – data-supported insights about the audience of a
given message and how it resonates with the target
audience of a product.
• When – what is the right time to start a conversation, not to
interrupt or intrude, rather than hammering listeners with
commercials when they are not actually receptive.
• How – what is the best format to deliver a message and
how to personalise it.

29. www.egta.com
Data driven
Source: “Making Data work for radio”, 2017 egta

30. www.egta.com
Speaks to you

31. www.egta.com
Contextual
Intelligent Ad delivery:
• Fundamental ad timing
• Context aware

32. www.egta.com
Reward based advertising for audio
Opt-in advertising:
• Provide tangible value to listener
• Beneficial for listener, advertiser and
publisher
• Engaging
• Positive feedback
• High CPA

33. www.egta.com
Interactive audio ads
• Voice is the new click
• Interactive audio ads allow consumers to respond directly to
advertised offers when listening to audio content on their mobile
device

34. And some other tactics to
discover in 2018…

35. www.egta.com
What else can radio do
• New approach to B2B and B2C marketing
• Leverage your loyal audience and reach – events, partnerships
• Use online data to inform your programming decisions
• Prove that radio advertising works – do ROI research
• New business model - subscription based audio
• Cooperate with other radios - look beyond traditional competition

36. www.egta.com
Thank you!
Yuri Loburets
Director Radio at egta
yuri.loburets@egta.com

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