Radio advertising and web 2.0

This lecture aims to:

• Define the concepts of convergence and web 2.0 • Illustrate advertising techniques• Present the advantages of online advertising • Briefly describe the current online advertising methods• List the online radio streaming options currently available• Discuss the impact of web 2.0 and convergence on online (radio)

campaigns

Map of Internet (2007)

Source: IPligence.com

Convergence

• (1980s) 2005 - Convergence media culture

• 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

• expected to at a device/technological level• In reality: Hardware DIVERGES & Content CONVERGES

Web 2.0

• 2007 - Web 2.0

• a new challenge • a paradigmatic shift from the media hegemony thesis to one of

conversational content or presenting content, as the connection among dispersed media content

• Media genres boundaries blurred

Web 2.0 features• Websites as dynamic applications with functionalities spreading across

convergent media

• More standards (Application Programming Interface - APIs)

• User generated content (USG)• User generated functionalities• User directed content

• The expert prosumer = consumer + producer – Bottom-up hierarchy

• Each community member is responsible for contributing information to the rest of the users (Open Source)

Participatory media in Web 2.0

• 2/3 of the world’s Internet population visit a social network or blogging site

• Social networking & blogging - 10% of all internet time.

• ‘Member Communities’ have overtaken personal Email to become the world’s fourth most popular online sector after search, portals and PC software applications

Participatory media in Web 2.0

• Also known as social media: – Blogs– Photo sharing– Video sharing – Social bookmarking– Social networking – Mobile media

Traditional advertising

Channels • Print • Outdoor• TV, Cinema, Film • Radio• Direct marketing• Point of purchase (POP)

Mode of delivery • Image• Text • Video

It's called suicide because it's your choice.Give up smoking: 0 8008 700 700

Advertising Agency: Mercury 360Place: Bucharest, RomaniaArt Director: Andrei NedeaCopywriter: Cristian ScurtuPhotographer: Ola BellCreative Group Director: Liviu TurcanuPublished: December 2008

McCann. You won't be sorry you listened to us.

Sort your head out

Advertising Agency: DDBLocation: Stockholm, SwedenCreative Director: Andreas DahlqvistArt Directors: Simon Higby, Ted Mellström, Viktor ArveCopywriter: Martin LundgrenPhotographer: Alexander PihlRepro: Daniel Sundin, Account Manager, Johanna KarstenPublished: March 2008

Traditional advertising techniques

• Humor• Shock/Surprise• Sarcasm• Suggestion • Statistics • Comparison• Endorsement• Double-Speak

Online advertising - advantages

• Lower cost

• Targeted

• Greater range

• Fully “track-able”

Traditional web advertising• Banner ads

• Regular search engine inclusion

• Cross-linking

• Listing with web directories

• Email campaigns

• Search Engine Marketing (SEM)

– Search Engine Optimization (SEO)

– Paid placement (Pay Per Click)

– Paid inclusion

– Contextual advertising (Google AdSense)

– Keyword advertising (Google AdWords, Yahoo! Search Marketing)

• Social Media Optimization (SMO)

• Surrogate advertising

• Pixel advertising

Contemporary online advertising

Online inter/creativity

2008• Integrated Campaigns - A Fuller Spectrum of News (SS+K) - http://tinyurl.com/7ntp6e • Online Guerilla Marketing - Trevor the Mentos Intern (BBH New York) - http://tinyurl.com/8olz3u • Viral Marketing - Berlitz - Coast Guard - http://tinyurl.com/lma55• http://www.audioruckusrecording.com/uploads/Simulator.mp3• http://www.audioruckusrecording.com/uploads/Timberland.mp3

Radio ads challenges

•technical • browser based solutions

• download

• player dependant

• platform related

• blogs?

• social networks?

• production

• voice

• music

• sound effects

• suggestion power

Online Radio Platforms

• Internet Radio Tuners– Livewire (paid content)– Netmedia (freeware)

• Personalized Web Radio Stations– Pandora– Last.fm

http://www.seeqpod.com/echo/

•Free Streaming –PeerCast (download required)

•Streaming Audio –Yahoo LaunchCast (interrupted by commercials) –Live365 (create your own station)–Radiofeeds–iTunes Radio –MSN Radio (service discontinued)

Let’s discuss

• Is radio meant to work on the internet? • Can radio advertising be viral? • Is radio online profitable?

– Google just recently dropped radio

Social media considerations

• A place for free expression (within some legal limits)• Traditional broadcasters

– CNN, CBS, BBC on YouTube• Banned offline advertising is allowed online? • Copyright?

– The individual creative enjoys less protection than the recognized or official creative

Conclusions

• Web 2.0 provides communicators with a very dynamic environment

• Most of the online campaigns are multi-channel

• Online offers a wide variety of options for radio

• Online radio advertising is facing some challenges