Radio's Place in Today's Media Landscape

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18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

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Brasilia

20 June 2012

George Hyde


Senior Associate, W.B. Grimes & Co. (Media Mergers
and Acquisitions, Investment Banking)


Managing Director, Ascend Local (Search Engine
Marketing)


Executive Vice President, Radio Advertising Bureau


Regional Vice President/Florida, Susquehanna Radio
Corporation (Miami, Orlando)

What I’ve Been Hearing…


“I just don’t understand some of this new
technology.”


“We’re a small station, and we don’t see how
these things will be profitable for us
immediately.”


“We’re having a hard enough time meeting
our sales and profit budgets now! I can’t see
adding another layer of expense to our
station.”



Brasilia

20 June 2012

Within two years…


Electric Clothes


Power your cell phone while sitting still


Adaptive Cruise Control


Cut traffic delays by 20%


Better Looking Movies


Frame rates from 24 to 60 fps


Mind
-
Reading Shopping Cart


Computer
-
assisted shopping, instant check
-
out

Within four years…


The Morning Multi
-
Tasker


Display screens in/on every surface


Projectors/cameras in light fixtures


Verbal or motion computer commands



Bicycles Without Greasy Chains


Powered by an updated shaft drive

Brasilia

20 June 2012

Proliferation of Media Options


1970’s: 8



2012: 100 +

A Social Media Matrix

Yet Broadcast Media Still
Reach Everyone, Everyday


TV: 84%


Radio: 56%


Internet: 41%


Newspapers: 12%


Magazines: 6%

2012 USA Touch Point, Daily Reach

Radio’s Reach Steady
Across the Years

0
10
20
30
40
50
60
70
80
2007
2008
2009
2010
2011
7 Day Listening

7 Day Listening
Radio’s Reach Steady
Across the Years

0
2
4
6
8
10
12
14
16
18
2007
2008
2009
2010
2011
Avg. Listening

Avg. Listening
Radio’s Reach Steady
Across the Years

0
50
100
150
200
250
300
2007
2008
2009
2010
2011
Time Spent Listening

Time Spent Listening
Placeholder for TV Reach Statistics


Placeholder for TV Reach Statistics


Why Broadcast Remains
Strong


Radio is a companion medium…sharing the
same moment in time with another living,
breathing human being.


Television is a hobby...for many people, their
favorite hobby.


Internet is a “manage my life” box.

Newspaper: A Different Story

100000
150000
200000
250000
300000
350000
400000
2007
2008
2009
2010
2011
2012
Tampa
St. Pete
Orlando
Miami
First Media Activity of the Day


20
-
30%: Television


20
-
30%: Radio


5
-
10%:
Facebook


Less than 5%: Newspaper


Less than 5%: Websites

2012 Touch Points. Adults 25
-
54

Media in Proximity to Purchase


Radio: 48%


Television: 31%


Internet: 15%


Newspaper: 2%


Magazines: 2%

Broadcast and Social Media


The average
Facebook

user spends 7
hours a month on
Facebook
.


That’s less than half the time the
average listener spends with Radio or
TV in just 2 or 3 days!

But Social Media Has “Buzz”


New, sexy, time consuming


Ability to build brands? (Ask GM!)


The recent IPO initially valued
Facebook

at $104
-
billion


More than Pepsi, McDonald’s, Ford,
and Walt Disney

Goals for Advertising

Elicit feelings, emotions,
perceptions and actions that
ultimately increase brand
loyalty and increase sales

Listen to (the) Chorus!


Chorus: a channel
-
planning tool to optimize today’s
integrated media campaigns


From the “
pointlogic
” company website:


A smart IMC plan involves understanding consumer
perceptions and identifying through expert methodology
and modeling, the media channels that best deliver the
messaging that will influence consumer behavior.

1. Ability to generate awareness


TV advertising


Sampling


Radio advertising

2. Ability to Generate Consideration


Sampling


Experiential Brand Events


Personal Recommendation


TV and Radio Advertising

3. Ability to Generate Trial


Sampling


TV Advertising


Experiential Brand Events


Radio Advertising

What Do Advertisers Want?


Make it easy!


Make me look good!


Make me money!

A Few Examples


Exciting Internet presence


Client involvement with urgency


Special engagement with listeners and
viewers


Scalable across market sizes


Strength in synergy



Exciting Internet Presence

Engaging Connections

Strength in Synergy

Scalable across market sizes

A Cautionary Tale


Some Radio and TV salespeople will not adapt to selling
multi
-
platform marketing plans


Under pressure, many will revert quickly to their “comfort
zone”


selling spots and negotiating CPM’s or CPP’s


Executing your multi
-
platform sale program may require :


A new type of seller


A new type of manager


A new type of commitment


Beware of the “shiny new toys”!


Why Bother?

US 1
st

Quarter Internet Ad Revenue: $8.4
-
B; Radio
$3.8
-
B

Ad revenue decreased at CBS, NBC, ABC, and CW
networks; only Fox increased

TV station revenues dropped $5.4
-
B from ‘06 to ’09;
by ‘13, only half the drop will be recovered


Within four years…


The Morning Multi
-
Tasker


Display screens in/on every surface


Projectors/cameras in light fixtures


Verbal or motion computer commands



Bicycles Without Greasy Chains


Powered by an updated shaft drive


A World Without Hangovers


Synthetic alcohol without the after
-
effects

Brasilia

20 June 2012