Radiodays sep 2014 for slideshare
-
Upload
tony-moorey -
Category
Documents
-
view
49 -
download
0
Transcript of Radiodays sep 2014 for slideshare
@tonymoorey @absoluteradio
1. CONTEXT
2. BANANA
3. INSTREAM
1. CONTEXTCommunications Market Report Ofcom August 2014
PROPORTION OF LISTENING ACTIVITIES
Source: Ofcom CMR 2014
Music videos (eg MTV, YouTube)
Physical music collection (CDs, vinyl, etc)
Streamed music (Spotify, etc.)
Digital music collection (eg MP3, iPod, etc.)On demand audio programmes (eg podcasts)
Live radio
RADIO LISTENING HOURS BY AGE
Source: RAJAR 2003 - 2013
MOST POPULAR DIGITAL STATIONS: BAUER RADIO’S ‘LONG TAIL’ COMPETES WITH BBC RADIO
Source: RAJAR Q1 2014
MOBILE INTERNET TAKE-UP AND AD SPEND
Source: Ofcom CMR 2014
UK ADVERTISING REVENUE 2013
Source: Ofcom CMR 2014
RADIO’S REVENUE AND SHARE OF UK AD SPEND
Source: Ofcom CMR 2014
MARKET CONTEXT SUMMARY
Source: Ofcom CMR 2014
• Media consumption habits are changing
• In some audience sectors the pace of change is fast
• Audiences are embracing choice
• More than just music is needed when your competitors can supply the
perfect playlist
• Revenue growth will need to come from non-traditional budgets
2. PROJECT BANANASplit music Live breakfast show Multiple playlists
2. PROJECT BANANA
UNIQUE REQUIREMENTS
MAXIMISING CONTENT
PROJECT BANANA - THEORY
PROJECT BANANA - IMPLEMENTATION
PROJECT BANANA - OPERATION
1. UNIQUE REQUIREMENTS
UNIQUE REQUIREMENTS
They all run the same breakfast show.
• Our listeners enjoy live, relevant entertainment at breakfast • The music at breakfast time is secondary to the content • We wanted to focus on one great breakfast show
• Benefits both listeners and commercial partners
• The Wickes sponsorship of the breakfast show is into its 3rd year
We have seven radio stations – master channel and brand extensions
2. MAXIMISING CONTENT
CHRISTIAN O’CONNELL
6-10am Monday to Friday
Live across the Absolute Radio network of stations
Until May this year, a simulcast of the show.
FRANK SKINNER
8am-11am Saturdays
Also runs on Saturday between 9am-12pm on the Absolute Radio Network
Links are recorded and replayed an hour later
3. PROJECT BANANA -SPECIFICATION
PROJECT BANANA - SPECIFICATION
• Maintain a live, interactive breakfast show across all stations
• Listeners to Absolute Radio shouldn’t notice the difference
• Listeners to the digital stations should get the songs they love
AIMS
PROJECT BANANA - SPECIFICATION
LIVE LINK OASIS – LIVE FOREVER
THE CURE - LOVECATS
BLUR - PARKLIFE
FEEDER – BUCK ROGERS
TOM ROBINSON – 2-4-6-8 MOTORWAY
BEATLES – ACROSS THE UNIVERSE
STEPPENWOLF – BORN TO BE WILD
LIVE LINK KASABIAN – EEZ-EH
A-HA – THE SUN ALWAYS SHINES ON TV
KLF – WHAT TIME IS LOVE
BEYONCE – CRAZY IN LOVE
DAVID BOWIE – STAR MAN
JIMI HENDRIX – ALL ALONG THE WATCHTOWER
ROLLING STONES – THE LAST TIME
TEMPTATIONS – BALL OF CONFUSION
3’48” 4’50”
SINGLE SONG POSITIONS
PROJECT BANANA - SPECIFICATIONSEGUE POSITIONS
LIVE LINK
11’30”
KINGS OF LEON - SUPERSOAKER CARDIGANS - LOVEFOOL NIRVANA – SMELLS LIKE TEEN SPIRIT
FOUNDATIONS – BUILD ME UP BUTTERCUP
ARETHA FRANKLIN – SAY A LITTLE PRAYER
JOHNNY CASH – A BOY NAMED SUE
THE KINKS - VICTORIA
EDDIE FLOYD – KNOCK ON WOOD
SISTER SLEDGE – WE ARE FAMILY STEPHEN STILLS – LOVE THE ONE YOU’RE WITH SUPERTRAMP – LOGICAL SONG
CAMEO – WORD UP BON JOVI – LIVIN’ ON A PRAYER KIM WILDE – KIDS IN AMERICA
STONE ROSES – SHE BANGS THE DRUMS STEREO MCs - CONNECTED SUPERGRASS - ALRIGHT
SPILLER - GROOVEJET TRAVIS - SING LADY GAGA – EDGE OF GLORY
KILLERS – READ MY MIND
THE DOORS – HELLO I LOVE YOU QUEEN – DON’T STOP ME NOW DEF LEPPARD – LET’S GET ROCKED
4. PROJECT BANANA - IMPLEMENTATION
PROJECT BANANA - IMPLEMENTATION
Using existing tools • Music scheduling: RCS GSelector • Broadcast ‘playout’ system: Broadcast Bionics’ Genesys
• We already ‘split’ 7 ways during breakfast for commercials • Took the split commercial functionality and applied it to songs
With • New functions written to put Genesys into and out of ‘Banana’ mode. • New ‘Song Balancer’ plugin written by RCS for GSelector
PROJECT BANANA - IMPLEMENTATION
• Examine the depth of the song databases to establish whether rotations are possible
• Synchronise song and intro lengths between Genesys and Gselector
• Normalise all song levels in Genesys
PRIOR TO LAUNCH
PROJECT BANANA - IMPLEMENTATION WORKFLOW PROCESS
■ The Music Schedule for the breakfast show on the main Absolute Radio station is created first
■ Digital Stations then run ‘Song Balancer’
■ This takes the song durations from the main station, and imports them into the other stations databases
■ Songs can be +10-15 seconds if the song fades
■ GSelector then finds songs that match the duration AND scheduling rules for each clock position (e.g. separation, mood, tempo etc.)
■ The person responsible for music scheduling can then manually edit the log as required
PROJECT BANANA - IMPLEMENTATION RCS ‘SONG BALANCER’
5. PROJECT BANANA - OPERATIONS
PROJECT BANANA - OPERATIONS
• Enter Genesys ‘Banana’ mode at 5.59
• Each song or segue group is in a ‘break’
• Advance through playlist using ‘next’
• Drop songs or reposition hour using ‘flush’ and ‘load break’
• Use ‘Fade 5s’ or ‘Fade 3s’ if need to end song early
DAILY OPERATIONS
PROJECT BANANA - OPERATIONS
• Hide what we were doing
• Limit Christian’s freedom
• Extend ‘Banana’ to other parts of the radio stations
• ‘Split Links’ a no-no
THINGS WE DIDN’T WANT TO DO
PROJECT BANANA - OPERATIONS
3. DIGITAL AUDIODevelopments 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
1 32 4 5 61 2
■ 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
1 2
■ InStream Ad Break■ InStream Brand Content
1
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
41
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
43
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
44
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”
45
NEXT STEPS• 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.”
46
THANK YOU@tonymoorey