Exaget Week in Review: RAIN Summit, IAB Audit & More
Welcome back to Exaget’s Week in Review. We’ve taken a short break over the past couple of weeks but we’re now back in swing of things and looking forward to keeping you up-to-date.
In the Exaget Week in Review we look at interesting, informative and educational content from our industries. If you ever have any suggestions about Exaget, the article or anything else, don’t hesitate to get in contact with us.
Here is this week’s round up:
RAIN Summit Europe
The Radio and Internet News (RAIN) will be hosting the RAIN Summit Europe on Tuesday 4th November 2014 featuring RAIN News Founder Kurt Hanson and CEO Jennifer Lane. Also speaking will be Exaget CEO Shankar Meembat. Focused around the digital audio industry, this event is the largest meetup of internet radio and online audio professionals.
76% of top tech & telco brands have mobile optimised site
Research released by the IAB UK reveals that 76% of the top 50 UK technology and telecoms brands have a mobile optimised site, however 6% have no mobile presence whatsoever.
Powerhouse growth of streaming revenue in 2014; music sales in double-digit slide (RIAA)
America’s RIAA reports great news about the growth of streaming media in the US. At the top line, a decrease of 4.9% in overall revenue. Income for the first six months of the year totalled $3.2 billion, compared with $3.4 billion in the same period of 2013.
Interesting Article on the role Commercial Radio Stations play in their local Community
“Without the benefit of the licence fee or public subsidy, commercial stations broadcast on average 10 hours 21 minutes of public service content each week, that’s 3,000 hours a week. The return on investment for advertisers is £7.70 for every £1 invested. The sector raises over £18m a year for charity. Commercial radio stations are at the heart of their communities, in every format imaginable. These facts alone should persuade anyone that some perceptions about commercial radio lag a little behind the reality.”
Grooveshark Guilt of Massive Copyright Infringement
The US District Court in Manhattan has found Grooveshark of massive copyright infringement. Grooveshark CEO & CTO will face the heaviest charges which have yet to be determined. Employees who didn’t cooperate were often faced by penalties.
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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.
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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