Advertising in the digital age

1
Advertising in the digital age
Justin SampsonRadio Advertising Bureau
2
Todays agenda

• Radio is changing
• Distribution platforms
• Devices
• Choice
• Audience advantages
• Increased supply
• More national brands
• Spectrum equity with BBC
• Data opportunities

3
Todays agenda

• Radio is changing
• Distribution platforms
• Devices
• Choice
• Audience advantages
• Increased supply
• More national brands
• Spectrum equity with BBC
• Data opportunities

4
Radio is changing

• Distribution platforms
• Devices
• Choice

5
Distribution platforms
6
Distribution platforms
7
Distribution platforms
8
The Internet
Source RAJAR
9
Distribution platforms
10
Digital TV
Source RAJAR
11
Devices
12
Maintaining radios ubiquity
13
Listening via mobile phones
Source RAJAR
14
Increased choice
National Stations
Local brand roll-outs
15
Todays agenda

• Radio is changing
• Distribution platforms
• Devices
• Choice
• Audience advantages
• Increased supply
• More national brands
• Spectrum equity with BBC
• Data opportunities

16
Increased supply

• Time-squeezed society works in favour of radio
  DNA
• 10 growth in listening time since 99
• Mobile devices aid time conversion
• Listening at work through internet
• Increased listening in living room
• Communities of interest better served by radio

17
More national brands
18
More national brands Brand Association
Communities of interest
Nationals, niche locals
Lifestyle-based user imagerypositioning
EXCLUSIVE
Mainstream local AM/FM services
Geographical Communities
Listener image vague Normalising Popularising Main
stream
INCLUSIVE
19
Spectrum equity with BBC

• A more level playing field for UK Commercial
  Radio
• Parity in number of national stations
• Potential for share gain

20
Todays agenda

• Radio is changing
• Distribution platforms
• Devices
• Choice
• Audience advantages
• Increased supply
• More national brands
• Spectrum equity with BBC
• Data opportunities

21
What is data?

• 10111010000110101010110101101011100001010100101010
  11001010010111010100101010010010011010110011100101
  01

text
video
images
Mp3 (Audio)
22
(No Transcript)
23
..what about bigger screens
24
Broadcast data services via DAB Digital Radio
25
Broadcast data services via DAB Digital Radio
Interactive button
Record
26
Advertising in the Digital Age Renault
27
Advertising in the Digital Age Sainsburys
28
Advertising in the Digital Age Fosters
29
Red button technology on digital TV
30
Red button technology on digital TV
31
Red button technology on digital TV
32
Summary

• Very exciting time in the data broadcasting world
• Radio is well placed in the mobile and digital
  future
• Addition of persistent element to radio, will
  increase radio advertising effectiveness still
  further