You Can't Close Your Ears - 2012
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‘YOU CAN’T CLOSE YOUR EARS’ Clive Dickens @cdickens
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Presentation given to students studying Media at Bournemouth University in March 2012
Transcript of You Can't Close Your Ears - 2012
‘YOU CAN’T CLOSE YOUR EARS’Clive Dickens
@cdickens
FIRST THE BAD NEWS
COMMERCIAL RADIO IS NOT A REVENUE GROWTH STORY!
RAB/Ofcom
£(M
’s)
MAT Q1
2005
MAT Q2
2005
MAT Q3
2005
MAT Q4
2005
MAT Q1
2006
MAT Q2
2006
MAT Q3
2006
MAT Q4
2006
MAT Q1
2007
MAT Q2
2007
MAT Q3
2007
MAT Q4
2007
MAT Q1
2008
MAT Q2
2008
MAT Q3
2008
MAT Q4
2008
MAT Q1
2009
MAT Q2
2009
MAT Q3
2009
MAT Q4
2009
MAT Q1
2010
MAT Q2
2010
MAT Q3
2010
MAT Q4
2010
MAT Q1
2011
MAT Q2
2011
MAT Q3
2011
400
450
500
550
600
650
700
NOW THE GOOD NEWS
50mSource : RAJAR Q4:11 IPSOS/RSL
3mSource : RAJAR Q4:11 IPSOS/RSL
82%Source: BBC Eartime research 2010
60%Source: BBC Eartime research 2010
PLATFORM NEUTRAL
UNIQUE PEOPLE
UNIQUE MUSIC CONTENT
Oct-0
8
Dec-0
8
Feb-0
9
Apr-09
Jun-0
9
Aug-09
Oct-0
9
Dec-0
9
Feb-1
0
Apr-10
Jun-1
0
Aug-10
Oct-1
0
Dec-1
0
Feb-1
1
Apr-11
Jun-1
1
Aug-11
Sep-1
1b
Nov-11
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
Absolute Radio Network’s National Awareness
Unprompted Awareness Prompted Awareness
Un
pro
mp
ted
Aw
are
ne
ss
Pro
mp
ted
Aw
are
ne
ss
BRAND AWARENESS IN 3 YEARS
Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)
DIGITAL BROADCAST RADIO
71%
0%10%20%30%40%50%60%70%80%
W2:
07
W3:
07
W4:
07
W1:
08
W2:
08
W3:
08
W4:
08
W1:
09
W2:
09
W3:
09
W4:
09
W1:
10
W2:
10
W3:
10
W4:
10
W1:
11
W2:
11
W3:
11
W4:
11
Absolute Network Digital Listening
71% ABSOLUTE RADIO LISTENING IS NOT ON AM OR FM
MASTHEAD WEBSITES ARE DECLINING
GO WHERE YOUR AUDIENCE & COMMUNITY ARE
UK Radio in one simple player
HARNESS THE PASSION OF SOCIAL CONTENT
Over 15m YouTube views
OVER 20,000 FREE EPISODES ‘ON-DEMAND’
DISRUPTIVE INNOVATION
MOBILE
2.6m app downloads
400,000 MAU’s
MOBILE STRATEGY MORE THAN ‘LISTEN’
MORE THAN ‘LISTEN’
MORE THAN ‘POCKET’
LOGGED-ON LISTENING WILL REDEFINE RADIO
“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
So Lo Mo
So Lo Mo
SOCIAL LOCAL MOBILE
So Lo Mo
So Lo Mo
SOCIAL LOCAL MOBILE
DATAis the new oil
Interaction
Audience
Access
MANCHESTER UTD V MANCHESTER CITYMANCHESTER: 23.10.11 13.52
How does InStream work?
Content
Content Airtime ad break
Content
Content
Targeted InStream Ads / Exclusive Content
Airtime ad break
InStream Creative
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
‘YOU CAN’T CLOSE YOUR EARS’Clive Dickens
@cdickens
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