Digital radio advertising

The Importance of Content: Exaget Week in Review

January 29, 2015

Exaget Week in review

In last week’s Week in Review we looked at the growth and acquisition of some well-known and emerging music streaming services as this market becomes increasingly competitive.

This week we’re looking at the various ways in which brands and companies use their content across a variety of platforms to reach new audiences while keeping their current ones happy.

 

BBC to test ‘experimental’ digital technology and content

The BBC has launched an online platform, BBC Taster, which will allow them to develop and test ideas for digital content and technology, which audiences will be able to watch and rate; such as interactive, short-form or social content, online features, as well as digital technology from BBC Future Media. The BBC hopes that this platform will enable them to respond to changing media habits as well as better serve its audience from gained feedback.

 

Umano offers streaming narrations of the web’s written work

Quite simply, Umano reads the internet for you, so that you don’t have to. The company supplies audio narrations of written web content, and currently has access to articles from several outlets, such as Forbes, Digital Trends, and VentureBeat. Umano’s PR have stated all narrations have links back to the original written posts, which will drive new traffic to the original publishers. Available as a free app for iOS and Android, the programme has already seen millions of downloads and streams, according to their PR. It’s good to see illiteracy levels being kept down….

 

Rdio launches in new countries & partners with Digicel

Rdio continues its empirical expansion into 24 new countries and territories across the Caribbean, Central America and Asia Pacific, as well as partnering with mobile phone network Digicel. 30 minutes of free Rdio internet radio listening will be offered to Digicel prepaid customers per day. A pay structure is, however, to be developed and launched in due time. These moves come following Rdio’s recent launch in India, where last year they acquired music streaming service Dhingana. Rdio CEO Anthony Bay had previously hinted at expansion plans: ‘Our ultimate goal is to be everywhere.’

 

Twitter tries to up its game with native video

Twitter is set to take on the likes of Facebook and YouTube in the world of native video content. Video is both a crucial and an important form of content for Twitter, as it drives engagement and generates more revenue than other forms of media. By launching its own video platform, users will be encouraged to upload their videos directly to Twitter rather than post links to clips on Facebook or YouTube, or any other video platform.

 

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

Advertising Shake Up for 2015

January 29, 2015

britney-spears-pepsi-ad

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

Fullscreen capture 29012015 123032
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

‘Cars will have radios in 2015’

January 14, 2015

car-radio_5

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

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December 8, 2014

It’s been a hell of a day at work. Best not to mention the tube. And it looks like someone gave the kids too much sugar. Slouched on the sofa, G&T in hand, there’s just one thing you want to do. Chillax with your favourite artist, Nicki Minaj. You love the song, but you haven’t yet seen her ‘Anaconda’. You wonder what it looks like. YouTube is about to show you.

But oh….the bitter disappointment. It’s the dreaded YouTube pre-roll.

Frankly, you couldn’t care less about some new dragon warfare game. You start to search frantically for those two holy words – ‘Skip Ad’. Panic sets in. You can’t find them. You may not be particularly religious, but you’re praying now. You must endure 30 excruciating, agonising seconds of what feels like medieval torture. Never has time gone by so slowly.

The YouTube pre-roll is a negative experience for the viewer. If the viewer – essentially, to an advertiser, a potential customer – feels like they are being harassed or forced to endure a piece of advertising content, then someone in the advertising and marketing world is not doing their job properly. The net result is that the potential customer is left with a negative association with the advertising brand.

Our association with the YouTube pre-roll is a negative one. However, the opposite is true with a well-produced, well-deployed audio pre-roll. Here at Exaget, we entwine broadcaster and advertiser brands into a product that really works. We leverage the emotional connection the listener has with the radio station. By downloading the radio station’s app on to their mobile, they have invited the radio station onto a device as personal as a toothbrush.

We’re currently running a brilliant example of the sensitively branded pre-roll with one of our premium broadcasters, French Radio London. When a listener opens the French Radio London app on their mobile phone or device they are greeted by the following pre-roll, which interweaves the radio station’s brand with that of their luxury advertising partner, Relais & Châteaux.

For a sneak peak of how our pre-roll works, download the French Radio London App here
For a sneak peak of how our pre-roll works, download the French Radio London App here

This turns the audio pre-roll into an incredibly valuable piece of advertising real estate. At this point the listener is most probably still looking at their mobile device. Not only will they engage with the accompanying visuals – in this case the understated sophistication of Relais & Châteaux’s gourmet gift boxes – they are also presented with an opportunity to interact with the brand with just a simple tap of the map icon.

The benefits are obvious to the advertiser, the broadcaster and the listener. The advertiser gets to leverage the emotional connection that the listener has with the broadcaster’s brand and output – resulting in a deeper engagement with their own brand and product. This in turn helps to establish a relationship with the consumer, increasing the likelihood of consumer-to-brand interaction, and ultimately improving the advertiser’s chances of increased sales. In this case the exclusive and opulent nature of the advertiser’s brand adds value to the broadcaster’s already premium brand. The listener is presented with a seamless, consistent, and relevant listening experience.  

Your relationship with your phone is personal. Emotional. As is your relationship with the radio station you chose to listen to. Mobile in hand, radio on, headphones plugged in, you cocoon yourself in your own little world. It’s personal. Intimate even.

The new possibilities offered by interactive radio advertising allow advertisers to turn these personal, intimate moments into opportunities for engagement.

But woe betide the advertiser who abuses them.

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Exaget Week in Review:Revenue growth from Digital Radio Advertising

August 22, 2013

Exaget, Digital radio advertising, Internet radio streaming, Mobile advertising

Here at Exaget we are bringing the power of digital marketing to radio advertising. Namely the ability to measure, make individual and modify audio Ads close to real time.

One question that we are often asked is whether advertising itself is relevant, given most people do not want advertising. Rather than answer it ourselves, we would like to point out to the results of a Forrestor study in our first article of the week-in-review.

Fred Jacobs in his latest Blog mentioned that, Some of radio’s biggest fans are accessing station content from computers, smartphones, and tablets – a trend that will only grow over time. Secondly, radio needs to fully embrace the streaming platform as digital competitors actively seek out touch points, outlets, and channels. And finally, there’s this issue of the Three M’s – the need to more accurately measure AM/FM streaming, merge it with usage data from broadcast radio in a format that is acceptable to agencies and buyers, and then monetize these bigger numbers.

The change occuring in Radio listening habits also seem to be showing up in the advertising growth numbers as i reflected in the RAB’s recent report on the growth in Digital radio advertising.

Here’s this week’s round up:

In-stream Audio advertising set to grow

Consumers are becoming more comfortable with the idea of Online music streaming. However, few music lovers feel they can justify the expense of an ad-free subscription to their favourite service. This situation makes the format attractive to advertisers – read the full article here

Not So Gently Down The Stream

One of the hot topics in radio for several years but reaching a fascinating apex at this point in time revolves around streaming and whether stations are getting proper credit and compensation for their audience usage numbers – read the full article here

Radio Advertising Bureau (RAB) releases radio’s second quarter 2013 revenue

Radio’s Second Quarter 2013 revenue registered “no change from 2012, at $4.66B. First-Half comps were similarly flat, at $8.44B. Digital provided a bright note, up 16% for the Quarter and 13% for the Half. Network was down 4% for both periods – read the full article here

If you found this week’s update interesting feel free join our mailing list or donate a share, like or tweet. Subscribe to our newsletter to get your update into your mailbox. If you are a broadcaster, or advertiser and are interested in learning how targeted audio advertising can work for you get in touch.
Exaget Team
@Exaget