Global - Moments that Matter
47
@thisisdax
-
Upload
sagittarius -
Category
Marketing
-
view
28 -
download
0
Transcript of Global - Moments that Matter
@thisisdax
@thisisdax
What is Digital Audio?
Why are so many people listening to it?
How can travel advertisers use it?
Audio Content Streamed on a Connected Device
RADIO STREAMING MUSIC STREAMING PODCASTING
DIGITAL AUDIO
RADIO STREAMING MUSIC STREAMING PODCASTING
Logos represent the variety of digital audio services in the market (not all these services have ads or are in DAX)
DIGITAL AUDIO
21.9MILLION
WEEKLY REACH
40% of the population
DIGITAL AUDIO WEEKLY REACH
Source: MIDAS Survey Autumn 2016
Source: MIDAS
2012 2013 2014 2015 2016 2017 2018 2019 2020
y = 2.473E+6x + 8.539E+6R² = 0.992
10.8M
13.6M
16.5M
18M
20.9M
ForecastActual
21.9MILLION
10.8MILLION
24MILLION
31MILLION
…AND CONTINUES TO GROW
Source: MIDAS Survey Autumn 2016
@thisisdax
865 MILLIONSongs streamed each week
Source: BPI
MUSIC STREAMING IS OFFICIALLY MAINSTREAM
@thisisdax
AccessedOwned
MUSIC - OWNERSHIP TO ACCESS
Source: MIDAS Spring 2015 - 2016
@thisisdax
Accessed
+44MOwned
-36M
MUSIC - OWNERSHIP TO ACCESS
Time Spent Listening Hours (weekly)
Source: MIDAS Spring 2015 - 2016
@thisisdax
“we are in a new golden age of podcasting”
@thisisdax
TRAVEL PODCASTS
“shares travel advice: like how use frequent
flyer miles or pack like a pro”
Extra Pack of Peanuts
@thisisdax
TRAVEL PODCASTS
“It’s sort of like listening to a Lonely Planet guidebook, but in audio form.”
Tourcaster
@thisisdax
TRAVEL PODCASTS
“The world is full of awesome experiences, places, cultures, sights, smells and people.
This travel podcast sets out to cover all the goodness and takes you a tour around the
world from your earbuds.”
The Coolest Stuff on the Planet
@thisisdax
Source: Activate @ WSJ Media Summit
Digital Audio apps now account for
19% of all app time81%
19%
@thisisdax
VOICE ACTIVATION IS BECOMING BIGGER
“In the US, well over 40% of Google search queries are now
voice-activated. The UK user base won’t be far
behind.”
Source: Marketing Magazine Apr 2016
@thisisdax
@thisisdax
“...on-demand audio allows you to consume content while you go
about living your life.
You don’t need to be tethered to a chair, eyes glued to a screen...
You can listen while you jog, do the laundry, or perform a
multitude of tasks that you can’t do while reading or watching a
video”
McKinsey & Company
@thisisdax
92% of digital audio
streaming is done while
part-taking in another activity.IPA Touchpoints
@thisisdax
RADIO STREAMING MUSIC STREAMING PODCASTING
Logos represent the variety of digital audio services in the market (not all these services have ads or are in DAX)
A HUGE OPPORTUNITY FOR ADVERTISERS
@thisisdax
AD
VERT
ISER
AUDIENCEDAX Character design dev4
THAT’S WHY WE CREATED DAX
@thisisdax
AUDIOTHE NEW DIGITAL FORMAT
VIDEO DISPLAY AUDIO
@thisisdax
How is audio going to sell
travel?
@thisisdax
in a visually driven sector
@thisisdax
have a listen to this picture
@thisisdax
@thisisdax
Source: Colleague’s actual emails
@thisisdax
with the absence of visuals the imagination
works harder
@thisisdax
@thisisdax
% campaigns reporting very large profit gains
26%Emotional + Rational
messaging
16%Rational
messaging
Source: IPA, Marketing in the Era of Effectiveness - 1,000 campaigns.
EMOTIONS DRIVE LONG TERM PROFITS
@thisisdax
IN BETWEEN THE EARS OF THE LISTENER
65%of audio streaming is done
on headphones
Source: SoundBoard Audience Panel, 4K listeners
VIRTUAL REALITY FOR THE EARS
@thisisdax
Sound Test
@thisisdax
Peru The Seychelles Cannes Beach
@thisisdax
User Environment First Party Second &Third Party
Gender
Age
Language
Device type
Location
Day & time
Weather
Network
Behaviour
Playlist
User segment
Segments
DMP
Advertiser overlays
65% of airlines plan to offer personalised services by 2018
@thisisdax
GEO LOCATION
@thisisdax
BUDGET
@thisisdax
HOLIDAY TYPE/DESTINATION
@thisisdax
DYNAMIC CREATIVE
@thisisdax
DYNAMIC CREATIVE
@thisisdax
RIGHT PERSONRIGHT MESSAGE
RIGHT TIMERIGHT PLACE
@thisisdaxNote: This is not a staged stock image, Monday morning commutes can be this rubbish
@thisisdaxNote: This is not a staged stock image, Monday morning commutes can be this hard
CRUISERLUXURY LONG HAUL
TRAVELER
@thisisdax
CRUISERLUXURY LONG HAUL
TRAVELER
Delivering emotional and personal messaging at moments that matter
@thisisdax
THANK YOU FOR LISTENING
