Radiodays sep 2014 for slideshare

@tonymoorey @absoluteradio

1. CONTEXT

2. BANANA

3. INSTREAM

1. CONTEXTCommunications Market Report Ofcom August 2014

PROPORTION OF LISTENING ACTIVITIES

Source: Ofcom CMR 2014

Music videos (eg MTV, YouTube)

Physical music collection (CDs, vinyl, etc)

Streamed music (Spotify, etc.)

Digital music collection (eg MP3, iPod, etc.)On demand audio programmes (eg podcasts)

Live radio

RADIO LISTENING HOURS BY AGE

Source: RAJAR 2003 - 2013

MOST POPULAR DIGITAL STATIONS: BAUER RADIO’S ‘LONG TAIL’ COMPETES WITH BBC RADIO

Source: RAJAR Q1 2014

MOBILE INTERNET TAKE-UP AND AD SPEND

Source: Ofcom CMR 2014

UK ADVERTISING REVENUE 2013

Source: Ofcom CMR 2014

RADIO’S REVENUE AND SHARE OF UK AD SPEND

Source: Ofcom CMR 2014

MARKET CONTEXT SUMMARY

Source: Ofcom CMR 2014

• Media consumption habits are changing

• In some audience sectors the pace of change is fast

• Audiences are embracing choice

• More than just music is needed when your competitors can supply the

perfect playlist

• Revenue growth will need to come from non-traditional budgets

2. PROJECT BANANASplit music Live breakfast show Multiple playlists

2. PROJECT BANANA

UNIQUE REQUIREMENTS

MAXIMISING CONTENT

PROJECT BANANA - THEORY

PROJECT BANANA - IMPLEMENTATION

PROJECT BANANA - OPERATION

1. UNIQUE REQUIREMENTS

UNIQUE REQUIREMENTS

They all run the same breakfast show.

• Our listeners enjoy live, relevant entertainment at breakfast • The music at breakfast time is secondary to the content • We wanted to focus on one great breakfast show

• Benefits both listeners and commercial partners

• The Wickes sponsorship of the breakfast show is into its 3rd year

We have seven radio stations – master channel and brand extensions

2. MAXIMISING CONTENT

CHRISTIAN O’CONNELL

6-10am Monday to Friday

Live across the Absolute Radio network of stations

Until May this year, a simulcast of the show.

FRANK SKINNER

8am-11am Saturdays

Also runs on Saturday between 9am-12pm on the Absolute Radio Network

Links are recorded and replayed an hour later

3. PROJECT BANANA -SPECIFICATION

PROJECT BANANA - SPECIFICATION

• Maintain a live, interactive breakfast show across all stations

• Listeners to Absolute Radio shouldn’t notice the difference

• Listeners to the digital stations should get the songs they love

AIMS

PROJECT BANANA - SPECIFICATION

LIVE LINK OASIS – LIVE FOREVER

THE CURE - LOVECATS

BLUR - PARKLIFE

FEEDER – BUCK ROGERS

TOM ROBINSON – 2-4-6-8 MOTORWAY

BEATLES – ACROSS THE UNIVERSE

STEPPENWOLF – BORN TO BE WILD

LIVE LINK KASABIAN – EEZ-EH

A-HA – THE SUN ALWAYS SHINES ON TV

KLF – WHAT TIME IS LOVE

BEYONCE – CRAZY IN LOVE

DAVID BOWIE – STAR MAN

JIMI HENDRIX – ALL ALONG THE WATCHTOWER

ROLLING STONES – THE LAST TIME

TEMPTATIONS – BALL OF CONFUSION

3’48” 4’50”

SINGLE SONG POSITIONS

PROJECT BANANA - SPECIFICATIONSEGUE POSITIONS

LIVE LINK

11’30”

KINGS OF LEON - SUPERSOAKER CARDIGANS - LOVEFOOL NIRVANA – SMELLS LIKE TEEN SPIRIT

FOUNDATIONS – BUILD ME UP BUTTERCUP

ARETHA FRANKLIN – SAY A LITTLE PRAYER

JOHNNY CASH – A BOY NAMED SUE

THE KINKS - VICTORIA

EDDIE FLOYD – KNOCK ON WOOD

SISTER SLEDGE – WE ARE FAMILY STEPHEN STILLS – LOVE THE ONE YOU’RE WITH SUPERTRAMP – LOGICAL SONG

CAMEO – WORD UP BON JOVI – LIVIN’ ON A PRAYER KIM WILDE – KIDS IN AMERICA

STONE ROSES – SHE BANGS THE DRUMS STEREO MCs - CONNECTED SUPERGRASS - ALRIGHT

SPILLER - GROOVEJET TRAVIS - SING LADY GAGA – EDGE OF GLORY

KILLERS – READ MY MIND

THE DOORS – HELLO I LOVE YOU QUEEN – DON’T STOP ME NOW DEF LEPPARD – LET’S GET ROCKED

4. PROJECT BANANA - IMPLEMENTATION

PROJECT BANANA - IMPLEMENTATION

Using existing tools • Music scheduling: RCS GSelector • Broadcast ‘playout’ system: Broadcast Bionics’ Genesys

• We already ‘split’ 7 ways during breakfast for commercials • Took the split commercial functionality and applied it to songs

With • New functions written to put Genesys into and out of ‘Banana’ mode. • New ‘Song Balancer’ plugin written by RCS for GSelector

PROJECT BANANA - IMPLEMENTATION

• Examine the depth of the song databases to establish whether rotations are possible

• Synchronise song and intro lengths between Genesys and Gselector

• Normalise all song levels in Genesys

PRIOR TO LAUNCH

PROJECT BANANA - IMPLEMENTATION WORKFLOW PROCESS

■ The Music Schedule for the breakfast show on the main Absolute Radio station is created first

■ Digital Stations then run ‘Song Balancer’

■ This takes the song durations from the main station, and imports them into the other stations databases

■ Songs can be +10-15 seconds if the song fades

■ GSelector then finds songs that match the duration AND scheduling rules for each clock position (e.g. separation, mood, tempo etc.)

■ The person responsible for music scheduling can then manually edit the log as required

PROJECT BANANA - IMPLEMENTATION RCS ‘SONG BALANCER’

5. PROJECT BANANA - OPERATIONS

PROJECT BANANA - OPERATIONS

• Enter Genesys ‘Banana’ mode at 5.59

• Each song or segue group is in a ‘break’

• Advance through playlist using ‘next’

• Drop songs or reposition hour using ‘flush’ and ‘load break’

• Use ‘Fade 5s’ or ‘Fade 3s’ if need to end song early

DAILY OPERATIONS

PROJECT BANANA - OPERATIONS

• Hide what we were doing

• Limit Christian’s freedom

• Extend ‘Banana’ to other parts of the radio stations

• ‘Split Links’ a no-no

THINGS WE DIDN’T WANT TO DO

PROJECT BANANA - OPERATIONS

3. DIGITAL AUDIODevelopments in • InStream • AdWave • DAX

InStream • February 27th 2012: Absolute Radio

became the first radio broadcaster to launch a new advertising model, which targets online, logged-in listeners based on their location, demographic and device

• Broadcast one-to-many

• Advertise one-to-one

1 32 4 5 61 2

■ Standard Ad Break■ InStream Ad Break

PREMIUM TARGETED ADVERTISING

• Target: 1.age 2.gender 3. location 4.device (eg desktop, mobile, OS)

• Companion visual • Clickable and interactive • Track effectiveness • Only 6 ads per hour, not 20

• CPM: £12 - £24 = 10 x traditional radio

1 2

■ InStream Ad Break■ InStream Brand Content

1

THE ROLLING STONES

AUTOMOTIVE Average CTR – 0.43%

GAMING Average CTR – 0.78%

MUSIC Average CTR – 0.51%

TRAVEL Average CTR – 0.51%

INSTREAM GENERATED TWICE THE UNPROMPTED AWARENESS COMPARED TO AIRTIME

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61% InStream

32% Airtime

Base: Unprompted awareness, 300 airtime, 300 InStream

DAX:Digital Audio Exchange • Global Radio’s sales team

• ‘Ad Wave’ technology from AdsWizz

• Solving the problem of simplicity:

A single sales point to buy digital audio ads on over 30 traditional UK radio stations, music streaming platforms and audio social networks.

HOW DAX WORKS

• Advertisers buy on audience profile not by station or streaming service

• Campaigns are shared fairly across stations with the right audience by the AdWave exchange

• AdsWizz does the job of replacing the broadcast ads with the correct audio ads to online listeners

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WHY DAX IS GOOD FOR RADIO

• Drive new revenue from digital/online budgets not cannibalise radio ad revenue

• Enough scale to be treated seriously by advertisers

• Radio people educating media buyers about the power of audio and digital combined

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FURTHER DEVELOPMENTSIAB (internet Advertising Bureau) UK has set up an ‘Online Audio Council’ to promote the category

• Members include radio stations, pureplay streaming services, agencies and technology providers

• Research currently in the field to demonstrate the power of digital audio advertising

• Digital Audio definition: ”Any audio content played on connected devices”

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NEXT STEPS• RAIN Summit Europe – London

• Tuesday, November 4, 2014

• Bringing together advertisers and publishers

• Kurt Edwards, International Commercial Director at talkSPORT and Co-Chair of the IAB Audio Council: “Digital audio is gaining real momentum across Europe and this event will really open up the eyes of marketers and agencies to new opportunities.”

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THANK YOU@tonymoorey