Barcelona, March 2nd

How to foster a vigorous and healthy

online audio ecosystem?

Patrick ROGER – VP Global Sales & Marketing

AGENDA

� Audio EcoSystem

� Basic Value Chain and key players

� Main Digital Audio Adformats

� Metrics behind Audio Advertising

� Opportunities and Challenges of the sector today?

Wide array of services

� Online Audio streams of terrestrial radio stations

� Purely online radio stations

� Automated audio services

� Audio content delivered within a different website or apps.

Podcast

A wide array of opportunities for advertisers to reach them!

Complementary services

Listeners are valuable customers

� 17%-20% of online users have listened to Audio services the past

week and is growing….

� Fairly balanced in age and gender – Good Salary

� Average Time Spent Listening varies with devices

� Online Radio listeners are similar profile to FM ( Like Program &

Brand) as opposed to Music platform listeners

Pics are during working hours

Example

Actors of the Digital Audio EcoSystem

B

U

Y

S

E

L

L

���� Need for IAB Audio committee in Europe

Adserver - Available Adformats

Ad Product Length Where Device Who Standard

In-Stream Audio :15’

:30’

:60’

In Adblock Web

Mobile

Other

In Europe:

Internet-only

Services

CPM

Spot

Companion Banner 300 x 250

Other

In Player

In Page

Web

Mobile Apps

ALL IAB 300 x 250

Linked to an Audio Ad

Audio+CB = 1 impression

Pre-Roll Audio <:15’ On Session

Start

Web

Mobile

Apps

In Europe:

FM Simulcast

Webradio

CPM

Pre-Roll Video <:20’ On Session

Start

Web In Europe:

ALL

Countdown

Closeable

Display 300 x 250

Other

In Player

In Page

ALL ALL IAB Standard

Targeting Comment

Device BB , iPhone , Web etc.

Geographically, IP Country / Region / Sub-Region / Town , IP

Demographically All Demographic data passed on to the

Adserver

Contextually Song, Genre data passed on to the Adserver

���� Need for IAB Audio committee in Europe

Agencies need seamless measurement

FM Broadcaster

AQH

CUME

Purely Online

SS

ATSL

TTSL

AS

AAS

Radio

Dept.

Digital

Dept.

AUDIENCE MEASUREMENT

CAMPAIGN ANALYSIS

Agency Analytics

Dept.

Messages

Impression Delivery

Interactions

LTR ( Listen Through Rate )

VTR ( View Through Rate )

Post Impression Analysis

BEFORE BUYING AFTER BUYING

Server Side Scope

+95% of the players…

� Player « Device » can be identified in 98% of the

cases.

� Plateform (Computer, Android, iPhone) can be

detected.

� Geolocalized.

Supported devices & players

Windows Media Player

Real Media iTunes Screamer Radio

Apple TV QuickTime

Sonos

TuneIn radio

…some of the them

����Measurement can also work client-side!

Secured

Streamer 1

3

1. The listener connects to the streaming server with AIS installed 2. Connection isn’t signed? AIS redirects the listener to our key generator which will mark

each connection and redirect the listener to the stream 3. Signed connection -> streaming starts

Delay< 200 ms

Internet

The French example

Real-time analysis !

Observe the performance in real

time and get the key data .

Get the data you need

Device compliant

Understand how your audience

is using your radio along with

key information on your content

performance.

Know how your audience is listening

Podcasts

We can measure major units

Impossible to verify if the downloaded

podcast has been listened to.

Opportunities & Challenges (I)

�Reach

�Familiarity � Voice � Call to action

�Flexible � Multiple Buy Options

�Complementary with other Interactive medium � Mobile � Social media

�Evolving technology

�Fragmentation

�Competition � Ad Supported vs Subcription model

�Creative limitations � Web is such a visual medium…Need for new creative

Opportunities

Challenges

Opportunities & Challenges (II)

Marketers are incorporating Digital Audio into their campaigns

�TOP 4 - Auto brands, Credit Cards, Retails, Restaurants

�Online contribute to repetition and is quickly measurable

�Stand out of the crowd

�One click away from advertisers website – Excellent ROI

Opportunities

Audience Measurement, Advertising Formats, Reach

�Measurement bodies are assessing the needs

�IAB should introduce Digital Audio country by country in Europe

�Audio specialized Sales Houses – Audience Aggregators

�Pricing

�How do we sell ? CPM or Spot based,

Challenges

Opportunities & Challenges (III)

Opportunities & Challenges (III)

1. AUDIO & VIDEO

ADSERVING to enable

new formats

2. EXCHANGE to minimize

unsold inventory

3. MEASUREMENT to

rationalize agency buy

Unleash the full potential of

online advertising

100m+ weekly users in EU

& US

… attracting leading brands

25.000+ online audio &

video services

Adswizz mission

Adswizz helps AUDIO and VIDEO publishers

transform their online audiences into revenues

Patrick Roger VP Global Sales

patrick.roger@adswizz.com

+33 610 01 29 45

Thank you!

http://www.adswizz.com