radio 3.0 radio and digital in the developing world
DESCRIPTION
presentation from AMLC conference in dar es salaam.TRANSCRIPT
Radio 3.0The end of listeners
new mediagmailfacebooktwitterbingWL wave 4huluspotifylinked-inpandoragoogle docsgoogle mapsxboxwiiPS3kindleipadiphoneappleTVfour squareyelpWOW
traditionalradiodigital pressesdigital billboardsdigital radioHDTV3DTV$20 Billion $3 Billion
changen
Bandwidth Revolution for Africa
Platforms beat Content
Shift or growth
timing
developingvs
developed
Traditional media is still growing in africa
• Newspapers – circulation is growing • Radio – stable with room for growth• TV – growing with electrification• Outdoor – growing
Developing vs Developed
• Developing mature middle class and affordability of devices
• Displacement more common• Traffic patterns– In car – growing– Radio R&D– Office listening– Do listening habits change with wealth?– Measurement and its impact on market maturity– Research and content quality
death of listeners
audience
Web & mobileare not competitors to radiobut part of radio 3.0
110 Million internet users
17 Millionfacebook users
in Africa
22 Million mxit users
Radio Penetration
• Penetration already high– No need for electrification
• Expect increasing attractiveness– Shift of wealth– Shift in transportation models– Increase in office environments
• Key risks are – Competitive environment (within radio segment)– Station ratings
NEW revenue sources
revenue modelsClients/audience
KNOW your audience• Gather info on listeners and collate into large database
– Demographic, brand affinity, contact details• Use loyalty club to reward ongoing interaction and
information– Surveys, likes/dislikes, LSM info
• Provide information to advertisers to enhance targeting and thus value– Pre-campaign sms/email alert for liked brands (entered competition
before)• Develop “closed loops” to develop efficacy measures• Ongoing research with our listeners to enhance our
programming
broadcast
narrowcast
+
Target new ad budget
• Redesign on-line/mobile rate cards to meet needs of non-radio clients (CPM)
• Sell to major on-line agencies who spend web budgets only
• Identify and secure direct large accounts who have separate on-line/mobile budgets
• Work with existing clients to identify separate budgets– develop integrated solutions with a clear value split
• New ideas to target competitive budgets
Target different Clients/Customer segments
• Identify and approach new “on-line only” clients
• Look at opportunities for Small business market segment– Classifieds– Vouchers– directories
• Mixed revenue models based on impressions and acquisitions
Listener generated revenue
• Our listeners are a source of revenue via revenue share with Telco’s
• Promote communications via PSMS– Votes, thoughts, competitions, quizzes, requests
• Promote calls to revenue share number– IVR services for traffic, news, leave a message for air
Relevance of content
• Localised for relevance• Relevance increases interaction across all
mediums and feeds into what we send out• Content partnership strategies
L o n g Interactions
• Drive traffic from radio to on-line to mobile to radio and vice versa
• Ongoing interaction across multiple mediums (i.e. radio and phone)
• Call to actions, reminders, related material for page depth
• loyalty points as incentives• Visual radio/live show page• By increasing time with us, increase TSL, pageviews,
mobisite views, PSMS etc
Our listeners are our promoters
• Viral growth and dissemination strategies• Facebook apps for our competitions that
gather our listeners friends• Rewards for adding our logo to their site (non
cash affiliates)• RSS feeds• Don’t just be a fan, be a part of it
Reposition
• Radio is the perfect medium to support new media– People normally do something else while listening to the
radio– Strong frequency for listeners on both radio and other
assets
• Radio can provide measurement and response– PSMS response and conversion paths– On-line conversions and entries
Strategies and actions
• Platforms beat content• What can you do best?• What can you create scarcity around?• Managing yields and bundling