You Can't Close Your Ears - 2012

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‘YOU CAN’T CLOSE YOUR EARS’ Clive Dickens @cdickens

description

Presentation given to students studying Media at Bournemouth University in March 2012

Transcript of You Can't Close Your Ears - 2012

Page 1: You Can't Close Your Ears - 2012

‘YOU CAN’T CLOSE YOUR EARS’Clive Dickens

@cdickens

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FIRST THE BAD NEWS

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COMMERCIAL RADIO IS NOT A REVENUE GROWTH STORY!

RAB/Ofcom

£(M

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NOW THE GOOD NEWS

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50mSource : RAJAR Q4:11 IPSOS/RSL

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3mSource : RAJAR Q4:11 IPSOS/RSL

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82%Source: BBC Eartime research 2010

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60%Source: BBC Eartime research 2010

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PLATFORM NEUTRAL

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UNIQUE PEOPLE

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UNIQUE MUSIC CONTENT

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Oct-0

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Dec-0

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Absolute Radio Network’s National Awareness

Unprompted Awareness Prompted Awareness

Un

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BRAND AWARENESS IN 3 YEARS

Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)

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DIGITAL BROADCAST RADIO

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71%

0%10%20%30%40%50%60%70%80%

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07

W3:

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W4:

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W1:

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Absolute Network Digital Listening

71% ABSOLUTE RADIO LISTENING IS NOT ON AM OR FM

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MASTHEAD WEBSITES ARE DECLINING

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GO WHERE YOUR AUDIENCE & COMMUNITY ARE

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UK Radio in one simple player

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HARNESS THE PASSION OF SOCIAL CONTENT

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Over 15m YouTube views

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OVER 20,000 FREE EPISODES ‘ON-DEMAND’

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DISRUPTIVE INNOVATION

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MOBILE

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2.6m app downloads

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400,000 MAU’s

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MOBILE STRATEGY MORE THAN ‘LISTEN’

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MORE THAN ‘LISTEN’

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MORE THAN ‘POCKET’

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“The marriage of radio and technology is going to be transformative. The opportunity to tailor your advertising to your listener is going to be an

absolute game changer. ”

Ed Vaizey, MP: Minister for Culture, Communications and Creative Industries

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So Lo Mo

So Lo Mo

SOCIAL LOCAL MOBILE

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So Lo Mo

So Lo Mo

SOCIAL LOCAL MOBILE

DATAis the new oil

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Interaction

Audience

Access

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MAPP APP 2ARSENAL V BOLTON EMIRATES STADIUM: 25.10.11 19:06

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MANCHESTER UTD V MANCHESTER CITYMANCHESTER: 23.10.11 13.52

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How does InStream work?

Content

Content Airtime ad break

Content

Content

Targeted InStream Ads / Exclusive Content

Airtime ad break

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Synchronised, Branded Companion Visual to enhance Audio

Interactive to allow deep engagement, when appropriate

Exact age targeting, rather than demo breaks

Exact Location, rather Diary location

Most loyal ‘logged in’ Subscriber audience, not just listeners

Limited Premium inventory, less clutter, more stand out

Upgradeable - More data to come

Digital metrics

InStream

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‘YOU CAN’T CLOSE YOUR EARS’Clive Dickens

@cdickens