Is radio dead? What is podcast? Why podcast? Can podcast make money? What are the miss-conception of podcasting in Indonesia? What are the success stories of podcasting? What about in Indonesia? What are the opportunities in Indonesia? This is a presentation that I made during Netwarming event, in the theme of "Demystifying Digital Marketing".

1. Time for Podcast
Octa Ramayana for Coworkinc Netwarming Event #4

2. Radio is Dead?

3. Source: GroupM, December 2012
Ad Spending - By Media in Indonesia
Every year, radio listener in
Indonesia dropped 3%
25% of total population
Nielsen, 2014

4. What is Podcast?

5. Podcast
Personal On Demand (POD) + Broadcast
Evolution from Radio Talk shows and MP3 Music
Early support from iPod
Contain RSS feed

6. Tools for Podcasting
Hardware Software
Media Hosting

7. Serial
• Started in October 2014, as NPR’s
American Life
• Investigating the 1999 murder of school
student in Baltimore, Maryland
• Fastest podcast ever to reach 5 million
downloads
• 40 million downloads for total season
• 1 podcast channel is made for discussing
“serial”
StartUp
• Started in August 2014
• Documents the development of
Gimlet Media through narration and
story-telling
• Raised $1,5 million
• Found a good way to sell ads in the
episodes, by narration and story-
telling

10. Why Podcast?

11. Hungry for Attention
Blogs:
450 million
published
Youtube:
1,2 million
hours/month
Podcast:
300,000 channels

12. Why podcast?
In a world filled with people that want content at specific
times, on specific topics, and for free, no medium is
better positioned to serve them than Podcasting.
On Demand Targeted FREE!
Entrepreneur on Fire

13. - Arts:
- Design
- Fashion & Beauty
- Food
- Literature
- Performing Arts
- Spoken Word
- Visual Arts
- Business:
- Business News
- Careers
- Investing
- Management & Marketing
- Shopping
- Comedy
- Education:
- Educational Technology
- Higher Education
- K-12
- Language Courses
- Training
- Games & Hobbies:
- Automotive
- Aviation
- Hobbies
- Other Games
- Video Games
Podcast Category
- Government & Organizations:
- Local
- National
- Non-Profit
- Regional
- Health:
- Alternative Health
- Fitness & Nutrition
- Self-Help
- Sexuality
- Kids & Family
- News & Politics:
- Conservative (Right)
- Liberal (Left)
- Religion & Spirituality:
- Buddhism
- Christianity
- Hinduism
- Islam
- Judaism
- Other
- Spirituality
- Science & Medicine:
- Medicine
- Natural Sciences
- Social Sciences
- Society & Culture:
- Gay & Lesbian
- History
- Personal Journals
- Philosophy
- Places & Travel
- Sports & Recreation:
- Amateur
- College & High School
- Outdoor
- Professional
- TV & Film
- Technology:
- Gadgets
- IT News
- Podcasting
- Software How-To

14. The Rise of Podcast

16. The rise of podcast

17. The rise of podcast

18. The rise of podcast

19. Podcast Market
Characteristic
Well Educated
Earn Above
Average Income
Tech Savvy
Source: Slate Research 2014

20. 90% of Podcast Consumers indicated that
they had taken some kind of action as a
result of podcast advertising or sponsorship
67% don't mind sponsorship
messages and occasionally find
them useful, compared to only 6%
positive sentiment expressed for
television or commercial radio
advertising.
The Consumer
79% agreed that “when price
and quality is equal,” they “prefer
to buy products from companies
that advertise on or sponsor” the
podcasts they regularly enjoy.
- Edison Research / Arbitron 2012 -

21. Power of Radio’s Characteristics
Personal approach
Proximity
Loyalty
Secondary / half ear media
Mobile / portable

22. Podcast Consumer
Podcast consumers index very highly for social networking behaviours.
78% of Podcast consumers use Social Networking,
compared to 56% of the U.S Population aged 12+

23. iTunes
Channel
soundcloud
facebook
youtube
twitter
website

25. Opportunity for Indonesia
71,190,000 Internet Users
28,1% penetration
APJII, 20 June 2014
278 Million Mobile
Phone Subscription
122% penetration
Budde 2014
Internet Access Speed
2,4 Mbps
Ranked #93 out of 194 countries
katadata.co.id
The declination of radio
listeners in Indonesia
3% every year
Nielsen 2014
More cars is preinstalled with
a USB and bluetooth connections