Introduction to Triton Webcast Metrics for NPR Member Stations - 3/29/12
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Transcript of Introduction to Triton Webcast Metrics for NPR Member Stations - 3/29/12
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Introduc)on to Triton Webcast Metrics for NPR Member Sta)ons
March 29, 2012
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§ Introduc2on § DS Analy2cs overview § NPR/Triton agreement § Value of Webcast Metrics § Service overview and demo § Sign up and implementa2on § Ques2ons
Agenda
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§ Phil Johnson • Project Manager, NPR Digital Services
§ Steve Mulder • Director of User Experience & Analy2cs, NPR Digital Services
§ Bryan MoffeS • VP, Digital Strategy/Ad Opera2ons, Na2onal Public Media
§ Jeremy Argue • Director, Adver2sing Strategy, Triton Digital
Panelists
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§ Webcast Metrics is one part of a suite Analy2cs services offered by DS
§ All covered by DS fees (no extra cost) § Analy2cs is a standalone service and doesn’t require using Core Publisher or other DS products
Analy)cs with Digital Services
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Is my site accomplishing the goals I have for it?
Is my online audience growing?
Are users engaged with my content?
Where should I be spending more 2me and energy?
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Analy)cs Service components
Analy)cs setup & training
Webinars, blog posts, 1-‐on-‐1 consul2ng,
also includes Chartbeat
Monthly reports
Custom sta2on report, streaming metrics,
rollup to compare against
Ac)onable insights
Key user behaviors, trends, feature usage, advice, best prac2ces
Focused tes)ng
Live A/B tests on important goals
(e.g., pledge op2miza2on)
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§ Two-‐year contract between NPR and Triton Digital (Ando Media), signed late 2011
§ First deal with a third party vendor to bring new products/services to member sta2ons
§ Webcast Metrics offered to NPR members as part of analy2cs service covered by DS fee (no extra cost)
§ DS will also offer Triton in-‐stream ad-‐injec2on, at addi2onal cost to sta2ons, later in 2012
NPR-‐Triton Agreement
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§ Weekly Internet radio listening jumped 30+% in the last year (Source: Arbitron-‐Edison Infinite Dial Study, April 2012)
§ Provides accurate metrics on your online listening audience § Presented tradi2onal radio metrics (CUME/AQH) and as streaming metrics (AAS/ATSL)
§ Provides real-‐)me metrics § The only digital audio sta2s2cs accredited by the Media Ra2ngs Council
§ Offers deeper insight into online audience (trends, comparison to peers, etc.)
§ Allows for beSer mone2za2on of streams (e.g., in-‐stream underwri2ng)
The Value of Triton Webcast Metrics
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§ Radio is going everywhere – through streams § Streams will become cri2cal to underwri2ng revenue § Measurement is key to selling • For simulcasts, measurement gives beSer audience picture • With Ad Injector, you can sell streams as new product
§ Pre-‐rolls are good, but in-‐stream is beSer • How many credits in 40 minutes of programming?
§ Local digital is the growth sector of adver2sing • Streaming audio to grow 129% this year (Borrell) • Radio earns more on local ads than any other medium (4:1) • Mobile/connected devices drive >50% of Pandora’s ad revenue
Stream Mone)za)on
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Webcast Metrics: Greatest Thing Since…
It’s your call!
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Webcast Metrics Service Overview
§ Triton pulls stream access logs from host/CDN (FTP) • Also works with host/CDN to configure real-‐2me metrics
§ Sta2ons access reports on webcast listening via Triton Control Panel, email, RSS, etc.
§ Training provided by Triton § Support via Digital Services
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§ Take it away, Jeremy!
Webcast Metrics Tools Demo
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But Wait – There’s More!
By signing up for Webcast Metrics, you also automa2cally get access to all DS analy2cs services!
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§ Sign Digital Services MSA, if not done already • Webcast Metrics is a triggering event for DS fees
§ Fill out install spreadsheet provided by DS § Tell CDN/host that Triton will need access to logs § Register for Webcast Metrics training session (TBA) § Go forth and measure!
Webcast Metrics Implementa2on
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§ Presenta2on slides, video, FAQ available soon at • hSp://ds.npr.org/
§ Sign up: [email protected] • Subject: I want Webcast Metrics!
Thanks!