innovation in radio attribution - borrell associates murphy… · entercom is a leading american...

Innovation in Radio Attribution

Tim Murphy

It’s a New Dawn for Entercom

2

Entercom is a Leading American Media and Entertainment Company

America’s #1 creator of live, original, local audio content

Unrivaled leader in news and sports radio

112 million monthly listeners; one of US’s two largest radio broadcasters1

235+ radio stations; covering nearly 90% of top 50 U.S. markets2

Premier digital platforms and live events

2nd largest US podcast company, behind NPR

#1 or #2 in virtually all music formats

31. Nielsen NRD Spring 2017, 4 week cume model based on unified panel

2. Nielsen Radio Market Survey, Fall 2016, Persons +12 Population % Coverage of Top 50 Metro 12+ Pop

Entercom NationalBroadcast Reach

4

Denver

Seattle

Portland

Palm Springs

Minneapolis

Wichita

New Orleans

Madison

Milwaukee

Chicago

Kansas City

Memphis

Dallas

Austin Gainesville

Orlando

Detroit

Rochester

New York City

Philadelphia

Baltimore

Washington, D.C.

Norfolk

Wilkes-Barre

Greensboro

Greenville

Atlanta

Cleveland

Worcester

Hartford

Bos ton

Providence

Springfield

Buffalo

Pittsburgh

Miami

Sacramento

San Francisco

Las VegasLos Angeles

PhoenixSan Diego

Riverside

Houston

Indianapolis

St. Louis

CharlotteChattanooga

Richmond

Monthly Listeners

We are the 2nd largest

Radio group in the country

with 240+ stations in 48 markets

Nielsen NRD Spring 2017 P12+, 4 week cume model based on unified panel

112Million

EngagementAmplified Across Platforms

5

112 MillionMonthly Listener Reach

Nielsen Cume1

20 MillionMonthly

Facebook Followers 2

69 MillionMonthly Downloads

Podcasts 3

1. Nielsen NRD Spring 2017 P12+, 4 week cume model based on unified panel ; 2. Sprinklr, Jan ’18; 3. Art19 2017, Podtrac 2017, adswizz 2017;

4. Google Analytics ‘17 yearly average

36 MillionMonthly

Uniques on our Websites4

The TJ ShowJeff & Jenn

Big Tigger / Greg Street

Boomer Esiason Kevin & Bean

BJ & Jamie

Sarah & Vinnie Mike & Amy

The Men’s Room

Kirk & Callahan

We entertain millionswith our personalities and shows, daily.

6

Delivers scale with a unified listener experience.

7

350+radio stations

“Riveting podcast gold…”

Jeremy Potter,

What Really Happened?

Top Podcast Pick:

Origins

with James Andrew MillerBased on 450 ratings

Cadence13 creates and distributes premium podcasts that feature the most influential voices in business, comedy, health, politics, pop culture, tech, sports and true crime.

8

http://dgitalmedia.com/

Taste of Local:

Bourbon & Bacon Fest

Woofstock

Kids Love & Family Expo

6,000+

5.5 Million

2.5 MillionTickets sold

Attendees

Events a year

Providing Unique Experiences, Cultural Connection, Community

Leading Creator of Live, Original Events

Source: 2018 company calculation and proprietary data

Big Shows & Big Stars:

We Can Survive

Riptide Music Festival

The Night Before

RockFest

Jingle Bash

Independence Jam

Summer Bash

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Unique Fan Experiences:

Stars & Strings

FanFest

Fantasy Football

Wing Bowl

RedBull Sound Space

GE2 Gaming Summit

With performances by:

Alessia Cara

Coldplay

Pink

Ed Sheeran

Kesha

Lorde

The Lumineers

Imagine Dragons

Dave Matthews Band

Brad Paisley

Florida Georgia Line

One Source for 360 Integrated Marketing Solutions

Create Activate Distribute Socialize

customized and

localized content

& experiential

capabilities

Turn-key

production &

execution of all

program elements

Content in context

across Entercom

platforms, client

channels and

online

End-to-end

distribution via

talent & our own

social media

channels

10

Creates Powerful, Engaging, Loved, Shared Custom Content Solutions

Altitude is our national integrated marketing solutions groupcreatescustom content solutions across video, audio, social extensions and live events giving our local audiences more reasons to listen, experience and engage.

Entercom Altitude

Nielsen NRD Spring 2017, 4 week cume model based on unified panel

Our Custom Created Content yielded tens of millions of completed TrueViews with content anchored on our Local YouTube Channels

High Impact Media including mobile and email drove over 3X the industry standard on CTR for our custom program

Nearly 100 Million engaging social posts were served using our station, DJ and talent voices to drive engagement

Unique talent-rich custom audio solutions filling our airways and podcasts with millions of impressions and GRP's

30+ live music/concert event brand executions enhancing the experience for both attendees and the brand alike

Harnessing the power of our total offering

Smart Reach Digital

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Smart Reach Digital is our local and regional digital agency. We develop and execute total web strategy for local, multi-location, and franchise organizations. From social media management to email marketing and search, we have your digital advertising covered with our full suite of custom solutions

Strategy: Shifting Digital Only Sellers To Integrated Sellers

Result: 500 net new clients that in addition to buying digital, purchased almost $2million in radio

Growth: Clients who shifted from Radio Only to Radio + Digital, now purchase 14% more RADIO

The Essence of Our Business

13

Content that Attracts/Builds

+

Audience

=

Engagement

@ Scale

14

This is almost everything wrong in advertising in a paragraph. That we can show ads that really don’t work very well, work, threatening ads we know have always worked well, but we can’t measure. It’s nuts.

Tom Goodwin @tomfgoodwin • Feb 23

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Albert Einstein

Not everything that can be counted counts.Not everything that counts can be counted.

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Westwood One

ROI GuaranteeThe first in the audio space

to guarantee sales results

Westwood One guarantees a positive return on AM/FM radio advertising:

• Right consumer: Westwood One willbuild a media campaign to target ideal consumers with sufficient reach and communication duration for your purchase cycle

• Right message: As half of ROI is due to creative, Westwood One will pre-test the creative executions to ensure strong performance

• Prove impact: A Nielsen ROI study will measure campaign sales impact

• Guaranteed: If ROI is not positive, Westwood One will run no cost supplemental media weight to deliver the guaranteed ROI

Strong Creative & Reach Drives Sales

Source: Nielsen Catalina Solutions, nearly 500 CPG campaigns that ran in 2016 and 2017 on all major media platforms

Nielsen study of

500 advertising

campaigns

and elements that

contribute to sales 2%

5%

9%

15%

22%

47%

Context

Recency

Targeting

Brand

Reach

Creative

18

Westwood One utilizes a nationally

representative panel of consumers for

audio creative testing

• Listeners are asked to rate ads on a series of

criteria, then scores are compared with

national norms

• We test for likeability, memorability, relevance,

and engagement

• Ad recall and intention to purchase is also

tested as well as the ad’s association with

specific emotional descriptors, ie. funny,

motivating, or informative

Westwood One

Creative TestingWe partner with industry leaders

to provide valuable insights on

what makes creative effective

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EXPOSEDto the radio campaign

UNEXPOSEDto the radio campaign

Unexposed Exposed

Analysis

MATCHEDAUDIENCE

Methodology

Nielsen Sales Effect Study

• Sales/spend lift

• Buyer penetration

• Transaction/trips per buyer

• $ per transaction

• $ per buyer

• Share of category

• Incremental sales return per advertising dollar

Nielsen does a household match on

the address level using Portable

People Meter panel data and

credit/debit or shopper card

purchase behavior

Nielsen measures the

sales impact of the two

groups

Audience is broken into

groups based on Media

Monitors ad occurrence

Step 1 Step 2 Step 3

Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17,

exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

Personal care brand sees

$12in return on advertising spend for

every $1 spent in AM/FM radio

• NextRadio powers the data behind the DialReport

• The ONLY mobile app that tracks overall the air radio listeners’ location and usage for broadcasters and advertisers

• The NextRadio app provides the near-real-time data for broadcast radio

• We capture and deliver the only 1st-party radio advertising measurement data -DialReport

• DialReport campaign performance and listener intelligence – top days, day parts, formats, songs, markets, zips, demographics, behaviors, reach, store visits, store lift

NextRadio turns FM chip-enabled smartphones into radios

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NEXTRADIO

Source: NextRadio 2017 campaign for Auto Brand

Campaign Dates:

June 26 – September 25, 2017 (13 weeks)

Stations/Markets:

5 stations in 1 market

Formats included:

Adult Hits, Oldies, Rock, Soft R&B, Top 40

Dealership locations:

23 dealerships

Auto Brand Dealerships Q3 2017

Radio Advertising Campaign

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NEXTRADIO


4.8%of those

exposed made

in-store visits

8.5%of audience

heard the ad

Auto Brand Q3 2017

246,435(NextRadio census: 769 – 8.5%)

11,857(NextRadio census: 37 – 4.8%)

2,904,664Total Audience*

(NextRadio census: 9,064)

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Campaign Total Reach**

Customers Visited Locations†

NEXTRADIO

Campaign reached almost one-tenth of potential NextRadio audience

* Projected P12+ total radio reach based on campaign parameters

** Projected radio users who heard the auto campaign

† Projected radio users combined with dealership location data

Benchmarks based on previous spot radio campaigns across various industries including: QSR, Restaurants, Retail, Home

Improvements, Government, Appliances, Hotels & Motels, Insurance, Jewelers, Security, Financial, Telecommunications,

Television-Cable, Wireless Communications.

25


Auto Brand Q3 2017

1.23

2.08

Unexposed Exposed

In-Store Lift

25

Average daily

dealership visits*

+69.8%

NEXTRADIO

26* Based on listener home location


TOP BEHAVIORS

1– PI New Auto Next 6 Months

2– Children in Household

3– Owns Home

Median Housing Value:

29% $301-$500K

9% $501-$999K

DEMOGRAPHICS

56% Male

36% 35-54 Years

ETHNICITY:

55% Hispanic

27% Caucasian/Other

22% Bachelor or Graduate Degree

Dealership Locations

In-Store Visits

Home Location

Hot Zips*

90001 90003

90280 90017

90011 90022

90037 91343

90057

*Based on listener home location

Campaign listeners look like:

Auto Brand Q3 2017

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NEXTRADIO

Campaign Listeners

Entercom partnered with Analytic Owl, a trusted

research and attribution company, to create a proprietary

tool that tracks and quantifies the incremental number of

consumers who visit an advertiser’s website within an

8 minute attribution window of a commercial airing.

Entercom Audience Analytics is an effective tool to:

• Prove that advertiser’s radio commercial drives search

• Rank most effective creative

• Share most effective dayparts and stations

• Show overall % lift attributed to radio campaign

• Gain efficiencies with TV and Radio

27Entercom Audience Analytics 2018

Categories:

Major categories including healthcare,

Restaurant, Finance, Auto, Retail, Home

Improvement, Entertainment, etc.

Average % lift in web traffic:

+4-6% and above

1900+Advertisers connected to date

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Entercom Audience Analytics is a tracking and attribution model created by advertisers to answer one simple question: How Do I Know That Radio Works?

Actionable Data Insights empower Advertisers, for the first time, with the tools necessary to optimize impact and improve ROI for Radio Campaigns.

Get to know your audience(s) and understand what motivates them to take action, and when they are most likely to do so.

How It Works:

• Match time-stamped post log data to

corresponding spikes in web traffic

• Post Logs imported automatically from

Entercom

• Web data imported via safe, secure API feed

from Advertiser’s Website Analytics

Data Insights to Answer Key Questions:

• Did the campaign make an impact?

• Which Creative(s) drove the most visits?

• What Daypart was most effective?

• Which offer(s) or value propositions motivated user response?

Case Study: Spot Hero– Chicago

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Select Advertiser Creative Analytics Radio Schedule Web Analytics Ad Report

Creative Analytics:

Ranks most

effective creative


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Schedule Analytics:

Shows most effective

dayparts and stations

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Select Advertiser Creative Analytics Radio Schedule Web Analytics Ad Report

Web Analytics:

Shows overall %

lift attributed to

Radio campaign,

total radio visits

attributed to Radio

and % of new

visitors

San Francisco Zoo

• We introduced the Analytics tool to the

CEO whom then greenlighted a 6 figure

spend from May-December of 2017 as she

now had a tool to show the Board of

Directors how effective radio is.

• In December we added digital for another

6 figures.

• In the beginning of 2018 due to the May

through December Analytics she

committed to spending additional dollars,

and 100% share!”

Results of an Advertiser

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Transforming Vehicle Infotainment Data into Media Insights & Advertising Currency

In-Vehicle Media Measurement & Monetization

Audio Data From Connected Vehicle

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Connectivity

• Getting data out of vehicles requires embedded cellular modem

• 12+ Million vehicles on the road today with an embedded modem

• By 2020 95% of all cars sold (17 Million vehicles sold each year) will have embedded modem

Data

• Key on - time stamp/GPS location

• Every minute – unique ID, time stamp/GPS location/Source (AM/FM/HD, Satellite radio, CD, Bluetooth streaming, USB

connected, volume level)

• Key off – time stamp/GPS location (all data logged transmitted at key off)

• Note: most systems have ability to collect on an event basis (every change to infotainment system logged) rather than

reporting just every minute

Analytics

• Cross channel audience measurement – each source

• High level insights into vehicles accessing audio source

• Time spent listening to source (station, channel, etc.)

• Ad attribution – vehicle heard an ad/did vehicle visit store

Methodology

• Data is collected directly from over 30,000 vehicle

infotainment systems

• Data collection starts with “key on” and continues

every 60 seconds until “key off”

Vehicles

• Model years 2015-2017

• Spanning 29 models

• Subcompact, Compact, Mid-Size, Full-Size, SUV,

EV, Luxury and Sport categories

Overview

• The vehicle infotainment system provides

station, volume and listening data to the

embedded modem via the connection buss

• The GPS device provides vehicle location

data to the embedded modem

• An embedded modem is basically a ‘built-in’

cell phone that the car uses to send and

receive data

How Does It Work

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GPS

Embedded

Modem

Connection

Buss

Data is collected directly from

participating vehicles and

sent to DTM every 60 seconds

Campaign Summary

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1.37+ Million Exposures

Aug 23 Sep 24

495,000+Unique Cars

Campaign Station Breakout

226 Ad Plays

264,753 Unique Cars

805,231 Exposures

248 Ad Plays

229,648 Unique Cars

570,756 Exposures

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Aug 23 Sep 24

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54K Unique Exposed Visits

490K Unique Exposed Cars

12%Conversion Rate

Radio Driven Results - Higher Conversion Rate

Aug 23 Sep 24

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Future is Bright for Audio Landscape

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Marc Pritchard, Proctor & Gamble

Marketers are now saying we need to go layers deeper into exactly what we are getting. Is it producing the outcome that we want, how much can we strip out? We want mass reach with precision, which seems like an oxymoron but it’s exactly right.”


Tim Murphy

innovation in radio attribution - borrell associates murphy… · entercom is a leading american...

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