DIGITAL AUDIO 2014

Developments in • InStream • AdWave • DAX

InStream • February 27th 2012: Absolute Radio

became the first radio broadcaster to launch a new advertising model, which targets online, logged-in listeners based on their location, demographic and device

• Broadcast one-to-many

• Advertise one-to-one

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■ Standard Ad Break■ InStream Ad Break

PREMIUM TARGETED ADVERTISING

• Target: 1.age 2.gender 3. location 4.device (eg desktop, mobile, OS)

• Companion visual • Clickable and interactive • Track effectiveness • Only 6 ads per hour, not 20

• CPM: £12 - £24 = 10 x traditional radio

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■ InStream Ad Break■ InStream Brand Content

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THE ROLLING STONES

AUTOMOTIVE Average CTR – 0.43%

GAMING Average CTR – 0.78%

MUSIC Average CTR – 0.51%

TRAVEL Average CTR – 0.51%

INSTREAM GENERATED TWICE THE UNPROMPTED AWARENESS COMPARED TO AIRTIME

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61% InStream

32% Airtime

Base: Unprompted awareness, 300 airtime, 300 InStream

DAX:Digital Audio Exchange • Global Radio’s sales team

• ‘Ad Wave’ technology from AdsWizz

• Solving the problem of simplicity:

A single sales point to buy digital audio ads on over 30 traditional UK radio stations, music streaming platforms and audio social networks.

HOW DAX WORKS

• Advertisers buy on audience profile not by station or streaming service

• Campaigns are shared fairly across stations with the right audience by the AdWave exchange

• AdsWizz does the job of replacing the broadcast ads with the correct audio ads to online listeners

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WHY DAX IS GOOD FOR RADIO

• Drive new revenue from digital/online budgets not cannibalise radio ad revenue

• Enough scale to be treated seriously by advertisers

• Radio people educating media buyers about the power of audio and digital combined

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FURTHER DEVELOPMENTSIAB (internet Advertising Bureau) UK has set up an ‘Online Audio Council’ to promote the category

• Members include radio stations, pureplay streaming services, agencies and technology providers

• Research currently in the field to demonstrate the power of digital audio advertising

• Digital Audio definition: ”Any audio content played on connected devices”

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NEXT STEPS• I’ll be speaking at the RAIN Summit Europe – London

• Tuesday, November 4, 2014

• Bringing together advertisers and publishers

• Kurt Edwards, International Commercial Director at talkSPORT and Co-Chair of the IAB Audio Council: “Digital audio is gaining real momentum across Europe and this event will really open up the eyes of marketers and agencies to new opportunities.”

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THANK YOU@tonymoorey