Programmatic and automation for Radio advertising
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Programmati c & automation for Radio Reinventing radio for the digital era Yuri Loburets, Director of Radio RADIO ADVERTISING
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Transcript of Programmatic and automation for Radio advertising
Programmatic & automation for Radio Reinventing radio for the digital era
Yuri Loburets, Director of Radio
RADIO
ADVERTISING
www.egta .com
egta’s definition of programmatic
‘Data-driven, automated planning and placement of advertisingdefined by pre-set demand and supply algorithms, which uses real-time evaluation of the pre-set conditions on which each individual impressionor piece of advertising inventory that has been introduced into an ad exchange ecosystem could be traded’*
* egta, Automated & Programmatic Marketing Book, 2015
www.egta .com
Promise of programmatic
• Reduce transaction costs and improve efficiency
• Leverage data and consumer insights
• Real-time optimisation and reporting
• Higher ROI
• Monetisation of a broader spectrum of inventory
• New clients and sectors
www.egta .com
Is programmatic coming to FM radio?
NO• Return path data• Online access to inventory • Target individual impressions • Automated transactions• Dynamic demand/supply ecosystem
BUT • Reach • Audience targeting• Cost effective • Proven ROI
www.egta .com
Radio needs to reinvent the way it sells ads
• Highly logistical and manual• Excel media plans / Delayed
(paper) reports• No real-time optimisation
• Convenience always wins• Automation – as easy as Google
and Facebook • Introduce Radio ‘Dash Button’
www.egta .com
Automation & programmatic for Radio
Share of Ear, Edison Research
PROGRAMMATIC
AUTOMATION
52.1%
20.3%
11.6%
7.7%
5.2%
1.7% 1.5%Americans’ share of time spent listening to audio sources
AM/FM Radio
Owned music (CDs, digital music files, etc.)
Internet radio/music (Pandora, Spotify, etc.)
SiriusXM
TV music channels
Podcasts
Other
www.egta .com
How does it work – Jelli’s case
SpotPlanProgrammatic buying
Buy
RadioDashCampaign dashboard
Report
RadioPlanAd server
Run
Ad inventory
RadioSpot
www.egta .com
Industry-wide audio exchange for radio
+1600 radio stations
Bigger than Google and Pandora
10% of radio deals already in 2016
www.egta .com
Automation: plug-in into digital budgets
• Increased revenues
• Unlocked efficiencies
• Increased value of inventory
• Media leadership for radio
www.egta .com
Online audio in the U.S.
• Online audio ads estimated 11%-15% of radio ad market
• Pandora has more than 60% of online and 10% of radio reach
• 4+ million online AQH Reach
• 22+ million AM/FM AQH Reach
• More than 50% of Americans listen to online audio weekly
www.egta .com
Online audio advertising models
Premium direct Network
Audio programmatic 2016
www.egta .com
Action plan for radio in Europe
• Automation for broadcast radio
• Leverage radio domination in online audio
• Develop joint radio SSP
• Promote audio brand strategies
• Introduce online audio ad standards
• egta’s Online Audio Taskforce
Share of online streaming audio in the UK, RAJAR
Radio brands Music streaming services
57% 43%
