Category: Blog

The Importance of a Targeted Audience

February 5, 2015

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Image Credit: JumpStartCTO.com

 

Facebook, it seems, is killing it in mobile marketing. That’s what Kathy Pattison, Vice President of Marketing at Fiksu, thinks. And she’s right. So what’s Facebook’s ingenious marketing formula? Video content, particularly that which is catered to the dimensions of a mobile device, is certainly one ingredient of this growing success story – last year’s ALS Ice Bucket Challenge saw video postings per person grow to 94% in the US and 75% globally. But the key ingredient, it seems, is Facebook’s local awareness ad service.

 

Geo-location targeting

Geo-location targeting is the epicentre of Facebook’s local awareness ad service, and has helped the company see a 69% mobile ad revenue surge in their last quarter. Operating Chief Sheryl Sandberg stated what we’ve already known – that a more relevant ad is a better ad experience for consumers, but also drives a much higher return for marketers. And although a fairly logical mantra, it seems to be one that marketers and advertisers are still slow to clock on to. The traditional cookie has a low success rate on mobile, so mobile marketers have to look at other ways of gathering relevant user data. Geo-location – or in other words keeping it local – allows marketers to do just that.

But that’s not to say that what Facebook is doing is revolutionary in concept, although it may well be in the world of digital marketing. Conceptually, radio is a prime example of geo-location targeting. Long before the advent of downloadable radio apps or the surge of a DAB switchover, local radio stations reached out to and connected with local listeners; ‘local’ is, after all, in their name. National radio stations are recognising the benefits of keeping it local, with some such as Heart Radio, creating local sub-radio stations such as Heart London and Heart Kent. For those national stations that aren’t able to invest in local sub-branches, going mobile is the best option to reach and target local audiences.

 

Mobile Radio – Marketing Potential

Radio’s ‘keep it local’ secret is out of the bag it seems, and with such a big and influential contender as Facebook encroaching on radio’s tried-and-tested formula, it will have to step up to the plate. Moreover, Facebook has the upper hand of being able to tell the age range, gender, and interests of its targeted audience; factors that contribute to a higher, and better, standard of personalised ad targeting. On top of all that, Facebook offers interaction; you can ‘Like’ the advert, ‘Share’ it, tap on it to be re-directed to the brand’s website for more information. Radio, on the other hand, is lagging far behind. Its upside of geo-location, of an intimacy with its audience, has been copied and pasted by a social-media giant. Before radio can reach competitor level, it needs to catch up first.

One, and we dare to say ‘the best’, way to do this is for radio to tap into its increasing online and mobile listeners. They will be willing to share their personal profile with their favourite stations, which can be used to deliver targeted ads (or other content), thereby combining radio’s intimacy with its listeners with a personal knowledge of its audience. Exaget’s innovative ActiveRadio technology is just that, a seamless partnership between advertiser, broadcaster, and consumer. We help advertisers realise the importance of a targeted audience, and bring to radio stations a physical interactivity with their listeners; while the listener gets the best of both worlds, enjoying great radio with great ads. So why not see what our technology can do for you?

 

If you are interested in becoming a broadcasting partner, or would like to know what our integrating technology can do for you, contact our Partnership Account Manager Matthew Layton – matthew.layton@exaget.com or +447533517396

If you are interested in advertising opportunities, please contact the CEO of Exaget, Shankar Meembat –shankar.meembat@exaget.com or +447411130680

Exaget set for expansion with €700k investment

February 4, 2015

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London, UK: 02 February 2015 – Exaget, a radio advertising technology company, has begun 2015 with the announcement of a €700,000 investment from a combination of Finnish, Asian and UK investors. The company’s growth is a reflection of the movement in the radio industry where last year adspend was the highest it has been since 2000, up 8.9%.

The investment includes angel investors in the UK, and Finnish venture capital firms Finnvera and Gorilla Ventures. As part of the investment, Exaget also received a government research and development loan from Tekes, the Finnish funding agency for innovation.

“This is a really exciting time for us as a company,” says Shankar Meembat, CEO, Exaget. “Our technology is yielding tremendous benefit to our clients and with our focus on innovation, customer service and expansion, we are looking forward to another successful year.”

Exaget has signed up a number of new broadcast clients to its ActiveRadio network. They include UKRD, French Radio London, RockSport Radio, AWAZ FM and ZoneOne Radio.

The forward momentum has also extended to its operations. The company’s board is being reconstituted with the addition of Hannu Jungman representing Finnvera and Martin Stringfellow from Indigo Capital, representing the angel investors. In addition, Travis Baxter, who has worked in radio internationally with RTL, Advent International and Actera Group in Turkey, will become an advisor to the management and the board.

“This diversity of experience and talent will only serve to complement the board and, of course, the company and its future direction,” says Meembat.

Since inception in 2012, the company has experienced a high rate of growth with offices now in Finland and in London. Exaget provides radio technology for mobile and online, assisting broadcasters in building and monetising mobile audiences through targeted advertising.

For more information visit www.exaget.com

 

 

About Exaget Ltd

Exaget Ltd (http://www.exaget.com) is an early-stage technology company headquartered in Helsinki, Finland. Driven by a passionate international team based in Helsinki and London, Exaget is making technology simpler to use for Radio Broadcasters and Advertisers to address the online users. Its patent pending Content replacement technology allows replacement of online content at a highly granular level. Combined with its online ad portal, publishers and broadcasters can easily plan, manage and monitor audio campaigns real time.

Advertising Shake Up for 2015

January 29, 2015

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The Super Bowl is one of – if not the – biggest sporting events watched in America, synonymous with showy half-time celebrity performances and adverts. But not just any adverts – brands pull out all the stops with their big-budgeted celebrity-endorsed ads. This year even features the likes of the Victoria’s Secret Angels and queen of the derrière, Kim Kardashian. And being ostentatiously American, any adverts shown and any songs performed will trickle down through social media and reach – and impact – the rest of the Western world.

The Super Bowl Sound Awards for Excellence in Audio Creativity

Perhaps no other sporting event is so lucrative for televised celebrity performances and brand adverts. But for this year’s Super Bowl, TV adverts are not getting all of the attention. The Super Bowl Sound Awards for Excellence in Audio Creativity – yes, it’s a mouthful – is a chance for advertisers to strategically use audio in order to increase their consumer outreach. And the judges? Radio listeners, of course.  Westwood One, the flagship network for radio’s Super Bowl XLIX coverage, stated, ‘Our Super Bowl broadcast is the perfect environment for advertisers to leverage their commercial creative, thanks to our incredible reach and sheer volume of audience across platforms.’

It’s not just Super Bowl-related ads that are getting a shake-up this year

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Picture Credit: Inside Radio

The latest figures by Borrell Associates indicate where the biggest growth for advertising lies for 2015. Video ads are
still top players, with an estimated growth rate of 39% to $7.7 billion. Targeted display ad spending will nearly
double to a monumental $28.2 billion, a humongous growth rate of 92.4% from 2014. Audio ad growth for radio is a much smaller estimation figure of 8.3% to $300 million. Overall, Borrell state that audio ads will capture just 1% of all digital money spent by advertisers. But these figures for audio ads may be bolstered by two factors. The first is the influence of the Super Bowl. If their new radio ads scheme works, more brands may feel more confident in investing their time and money in audio ads. The second, is that of the ‘mobile effect’. Within five years, Borrell estimates, nearly 70% of online advertising will be done via a mobile device. Listener-targeted audio adverts in mobile radio apps, despite being quite a mouthful, could be the key to a more increased audio ad growth rate.

Native advertising is set to get a boost too

BIA/Kelsey has forecast that native ad spend in the US will reach $18 billion by 2019. Facebook’s shift to in-feed advertising and their transition to mobile puts them at the heart of native advertising. In fact, a vast majority of Facebook’s $7.9 billion in advertising revenues for the first 9 months of 2014 came from none other than native formats; in-feed on desktop and in-stream on mobile. And this year, Facebook are pushing ahead for native video advertising. Just how they will gain revenue from these ads has not yet been announced, but it is possible that whilst the videos will appear on a user’s newsfeed, they won’t play automatically – suggesting cost-per-click. But one thing is for certain; native advertising will bring in big revenue for Facebook, and in return for native video advertising overall. That leaves native audio advertising as an area that has been vastly untapped.

In with the old and in with the new

The traditional platform of advertising, via the much-beloved television set, is and probably always will be a highly effective way for brands to reach out to existing and new consumers. But with digital platforms being an ever-increasingly important aspect of our lives, it is time for advertisers to embrace these new shake-ups if they really want to realise their potential and expand their outreach – and essentially make more money! After all, with over 90% of adults listening to radio, it is surprising that technology changes have not been embraced as much as they should be.

 

If you are interested in becoming a broadcasting partner, or would like to know what our integrating technology can do for you, contact our Partnership Account Manager Matthew Layton – matthew.layton@exaget.com or +447533517396

If you are interested in advertising opportunities, please contact the CEO of Exaget, Shankar Meembat –shankar.meembat@exaget.com or +447411130680

NPR One – The blueprint for mobile radio apps?

January 21, 2015

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Statistically, online radio listening is increasing year-on-year, with the biggest percentage of listeners falling in the 12-24 years of age bracket; and it’s the same story for music streaming services. As both audio platforms try to boost their listener percentage, they must look at what makes them different from their competitors. But online radio looks like it might have an advantage…

 

BURSTING AT THE SEAMS

There is no denying that the online music streaming industry is over-saturated. Just off the top of your head you would probably be able to name Spotify, Pandora, Deezer, SoundCloud and Grooveshark. And that’s just the big international players – imagine how many more, local, music streaming services there are the world over. Just last week it was announced that Tesco’s ex-music streaming service, Blinkbox Music, is to be sold to Guvera, yet another such service, hailing from Australia. French service Deezer acquired US based Muve Music to expand their music streaming footprint in America. And yet again this week we have been informed of two – yes, two – more music streaming services that we should keep our ears peeled for – Boomio and Nusiki, who both lay claims to providing users with services that are different, and better, than their competitors.

 

‘IF INSTAGRAM AND SPOTIFY HAD A KID’

Brian Hewitt, co-founder of Chicago-based Nusiki, has described this new app as ‘if Instagram and Spotify had a kid’. The secret, it seems, in launching these new apps, is in implementing small features which other apps have overlooked and making a big fuss over that. Spotify shares music too publicly? Ok, we’ll make our sharing system more controlled, as in the case of Nusiki. After all, it’s the little things that make the difference, a phrase that seems to carry a lot of weight in the world of music streaming.

Boomio’s mantra seems to be ‘sharing is caring’ as users pick a song to listen to and share, and at the end are prompted to either re-share in order to hear the next song or buy the track on iTunes. Sharing can be done to an individual, a group, or a social network.

But at the end of the day, music streaming services are limited in what they can offer to the listener when compared to the content of radio. Radio stations are of course already available on mobile phones, but they often lack that element of personalisation that such services as Spotify and Pandora offer. But what if there was an app that brought to you relevant news and stories, in bite sized chunks, from your local radio station as well as internationally, with the curation aspect of music streaming services?

Larry Rosin, president of Edison Research, has recently talked about one such app – NPR One. Dubbed ‘Public radio made personal’, it is available only in the US, although users worldwide can still download it and listen in. The app itself has many great qualities, but it’s not just good; it could well be a blue-print for future radio apps with which to take the online audio platform by storm.

 

‘PANDORA-ITISATION OF CONTENT’

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The advantages of radio are numerous and well-known. One of the oldest social mediums, it still continues to have a large relevance in people’s day-to-day lives. What NPR One does so well is offer their listeners efficiency. Up-to-date relevant news and stories, in under 5 or 10 minutes. Like the music streaming services, you can skip stories, flag your favourite, and share. But it also reminds the listener that there is a local public radio station as part of its programme, and one that needs financial support. Through this scheme the app inspires a wholesome community feel; radio really does bring people together.

Of course, NPR One only deals with news and stories; there is no music, no presenter tete-a-tete, no real-time traffic and weather updates. But all of these typical radio features could be merged with NPR One’s principal concept to create great personalised radio apps, which would have a better value to listeners than all the current numerous music streaming services which fundamentally all do the same thing, albeit in differently packaged ways.

And it’s not just broadcasters and listeners who would benefit from such apps; advertisers too could cash in by the implementation of personalised user-targeted ads.

The moral of the story? NPR One have a great mission and concept. Taken on a global scale and implemented by other radio apps, mobile radio would certainly offer much more than music streaming services – the varied content of radio, with the curated personalisation of music streaming, and adverts tailored to both listener and broadcaster. We all know that radio as a medium is still going strong, with audience figures constantly on the up, and it’s refreshing to see that younger listeners haven’t been completely sucked in by the world of streaming – at least, not in the UK. 

 

If you are interested in becoming a broadcasting partner, or would like to know what our integrating technology can do for you, contact our Partnership Account Manager Matthew Layton – matthew.layton@exaget.com or +447533517396

If you are interested in advertising opportunities, please contact the CEO of Exaget, Shankar Meembat –shankar.meembat@exaget.com or +447411130680

 

‘Cars will have radios in 2015’

January 14, 2015

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Roger Lanctot, thought-leader in the connected-car space, has recently made this prediction: that cars in 2015 will have radios. Now, that might seem a little bit obvious at first glance, but with the increasing rise of online audio streaming services and podcasts, it may look as though radio is in danger. But we disagree. Radio, across its various platforms, is here to stay – it’s just evolving.

There is something about silence in a car that is discomforting and awkward. A silent car with passengers puts strains on social etiquette as you grapple for something inane to say. We need audio in our cars. But AM/FM radio is struggling to maintain its presence as the UK may or not be poised on the brink of a national DAB switchover. The glitch with AM/FM? The hissing and crackling of radio white noise, which is an infuriating and teeth-grinding experience. It was all very well listening to your favourite Capital FM while you whizzed around London, but dare to venture into a neighbouring home county and you’d be met with white noise and no choice but to browse for a local radio’s reception, or switch to a CD.

And it’s not just DAB that’s threatening AM/FM – younger generations are becoming increasingly dependent on and attached to their mobile devices, increasing radio listening among mobile users. And at this year’s Consumer Electronics Show, a new potential craze really came to the fore – the connected car.

Both the CES, held in Las Vegas this year, and the North American International Auto Show in Detroit – dubbed the ‘Motor City’ – aimed their focus on the future of the connected-car and the probability of bringing this concept one step closer to consumer production. And whilst Mercedes-Benz’s self-driving model is a stretch beyond our imagination and not due to hit any car dealerships any time soon, the first connected-cars may well be on roads this year. And as the name suggests, they are connected to the internet.

Connected cars, with their fancy apps, could make the radio obsolete as they sidle over to the dark side of music streaming services. Rdio, one such service, is to pair up with Bosch, an interface manufacturer for connected cars. In Jaguars and Land Rovers, which use Bosch’s system, Rdio will be the only subscription music app. Except that the automakers are also planning on partnering with Apple and their own connected-car system, Carplay. Add into this mix Spotify, Pandora, and Google’s Android Auto and it’s all a bit of a kerfuffle from the business perspective.

But whilst streaming services are cool and popular, there are two fundamental downsides to having them in your car as a radio replacement. Firstly, streaming services could potentially be a hazard to drivers. Think about how frequently you flick through a playlist to get to the song you want, and then compare that to how frequently you’d flick through radio stations. That’s extra seconds of attention taken off the road. Secondly, there can be no denying that radio is the original social medium. Real-time traffic updates, weather reports, the latest news – just the sound of two presenters nattering away at each other makes us feel more connected and part of the world, unlike streaming, which is automated, impersonal, and cold.

And let’s not forget mobile radio. Hundreds – thousands – of radio stations worldwide can be accessed anywhere by anybody on their mobile while they’re mobile. Pair this with the connected car, and all of the relevance that radio in a connected car can deliver can be offered today. For example, imagine having the most relevant and up-to-date traffic information to where you are travelling, or an offer from the service station at the exit you are approaching – something that music streaming services cannot provide. The relevance that being connected can add to the radio experience has the potential for stations to build even more loyal listeners. After all, radio have been voted as the most important feature for new car buyers, alongside connectivity. A mobile radio may be the best solution for broadcasters, advertisers, listeners, and automakers.

Another reason for radio to stay: radio listeners are less likely to switch channels during adverts than television audiences. Which, combined with the potential to deliver highly relevant ads to the listener, is golden news for advertisers.

This is the concept that drives Exaget’s forward-thinking technology. Using a refined blend of database-analysing technology and a dash of common sense, we are able to create an overall profile of a radio listener, and target relatable adverts their way. Adverts that are not only compatible with the radio station, but with the radio listener themselves. The interaction does not just consist of ‘sports radio = listener more likely to be a man = insert ad for booking a test drive’, but also works on a ‘listener-radio station-advertiser’ relationship platform, adding value to all three parties involved.

But with cars looking to become connected to the internet of things in the foreseeable future, who’s to say that mobile radio, with its interactive and relevant ads, won’t make a progression onto dashboards? But if that’s a bit too futuristic for you to digest right now, you can at least take away this with you – radio is here to stay. It’s just in the process of getting a face lift. It may or may be DAB; it will more likely be mobile; but it will still be ‘the radio’.

 

If you are interested in becoming a broadcasting partner, or would like to know what our integrating technology can do for you, contact our Partnership Account Manager Matthew Layton –matthew.layton@exaget.com or +447533517396

If you are interested in advertising opportunities, please contact the CEO of Exaget, Shankar Meembat –shankar.meembat@exaget.com or +447411130680

Programmatic Advertising – The ‘It’ Word of 2015

December 30, 2014

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Programmatic. It’s a word that’s been thrown around on the internet a lot recently, with headlines that it’s the next big thing in 2015 – it’s already taken Sweden by storm – and the Association of National Advertisers titling it their 2014 Word of The Year. But nobody really seems to know what it is. So here at Exaget we’re going to de-mystify ‘programmatic’ and its relative ‘RTB’ (a.k.a Real Time Bidding) with our ‘Dummies Guide’.

 

In one sentence, programmatic advertising is a technology that allows advertisers to automatically target consumers based on certain qualifiers, such as location, age, and gender, referred to as ‘smart impressions’. (We’ve got a little handy glossary at the end of the article).

Programmatic is ad buying that is processed by a machine, cutting out the need of a human middleman – the sales rep – and his juicy commission. With the smart impressions programmed in its mind, the machine is able to find inventory spaces that are suited to the advertiser’s targeted audience. The next step is for the advertiser to then decide whether or not they want to buy this inventory from the publisher. Now, if you’ve come across RTB – Real Time Bidding – then this is where it comes in.

With programmatic being a method to determine if an advertiser wants to purchase their inventory space, RTB is a way of purchasing it, through real-time auctions. The old-fashioned – that is to say, pre-2009 – way of advertising was based primarily on assumptions; assuming where the target audience is likely to be and what they’d be likely to be doing, and sending their ads there en masse, with the hope that the advertiser’s audience will match the publisher’s.

In contrast, real time bidding is about high volume and precision targeting, by seeing what the target audience is doing now and where. This allows advertisers to buy impressions that directly target individuals.

Programmatic is taking off in a big way. In Sweden nearly 90% of publishers will make their inventory available for programmatic buying. Meanwhile, the UK is to retain its status as Europe’s biggest market for programmatic ad spending; a study by the International Data Corporation forecast earlier this year that the UK’s programmatic ad spend would reach up to  $320 million. And American Express, one of the largest online display advertisers in the US, are planning on becoming as programmatic as possible.

There is one little glitch that’s holding programmatic back, and that is quite simply that many either haven’t heard of it, don’t understand what it is, or don’t know how to use it or what exactly it does. But with its growing popularity there are bound to be more articles, webinars and studies to clear away any confusion.

The team at Exaget are excited to keep an eye on programmatic and its impact in the New Year – and ‘dummify’ anything you might not understand for you!

If you are interested in becoming a broadcasting partner, or would like to know what our integrating technology can do for you, contact our Partnership Account Manager Matthew Layton – matthew.layton@exaget.com or +447533517396

If you are interested in advertising opportunities, please contact the CEO of Exaget, Shankar Meembat –shankar.meembat@exaget.com or +447411130680

Glossary of Terms:

Smart impressions :  Ads placed in a targeted audience segment. E.g. for audio smart impressions, that means ads placed in the ears of listeners who have been qualified as the targeted audience. The most common qualifiers are location, age, and gender.

Programmatic :  A big and scary word that’s too easily misunderstood. Ad buying that is processed by a machine, using automated programmed smart impressions. A method that allows advertisers to target consumers, with the machine finding suitable inventory spaces.

RTB :  acronym for Real Time Bidding. An auction-house style of buying and selling consumer-targeted inventory spaces. Looks at what the targeted audience is doing now – in real time.

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