Necesidad de métricas adaptadas a los servicios audio online multi-dispositivos, casos prácticos y situación en Europa Presentacion de Patrick Roger, COO Adswizz (inserción pub/medición) Jornada Radio 2.0 organizada por Actuonda en Barcelona el 2 de Marzo de 2011

2. Barcelona, March 2nd
How to foster a vigorous and healthy
online audio ecosystem?
Patrick ROGER – VP Global Sales & Marketing

3. AGENDA
Audio EcoSystem
Basic Value Chain and key players
Main Digital Audio Adformats
Metrics behind Audio Advertising
Opportunities and Challenges of the sector today?

4. Wide array of services
Complementary services
Online Audio streams of terrestrial radio stations
Purely online radio stations
Automated audio services
Audio content delivered within a different website or apps.
Podcast
A wide array of opportunities for advertisers to reach them!

5. Listeners are valuable customers
17%-20% of online users have listened to Audio services the past
week and is growing….
Fairly balanced in age and gender – Good Salary
Average Time Spent Listening varies with devices
Example
Pics are during working hours
Online Radio listeners are similar profile to FM ( Like Program &
Brand) as opposed to Music platform listeners

6. Actors of the Digital Audio EcoSystem
B
U
Y
S
E
L
L
Need for IAB Audio committee in Europe

7. Adserver - Available Adformats
Ad Product Length Where Device Who Standard
In-Stream Audio :15’ In Adblock Web In Europe: CPM
:30’ Mobile Internet-only Spot
:60’ Other Services
Companion Banner 300 x 250 In Player Web ALL IAB 300 x 250
Other In Page Mobile Apps Linked to an Audio Ad
Audio+CB = 1 impression
Pre-Roll Audio <:15’ On Session Web In Europe: CPM
Start Mobile FM Simulcast
Apps Webradio
Pre-Roll Video <:20’ On Session Web In Europe: Countdown
Start ALL Closeable
Display 300 x 250 In Player ALL ALL IAB Standard
Other In Page
Targeting Comment
Device BB , iPhone , Web etc.
Geographically, IP Country / Region / Sub-Region / Town , IP
Demographically All Demographic data passed on to the
Adserver
Contextually Song, Genre data passed on to the Adserver
Need for IAB Audio committee in Europe

8. Agencies need seamless measurement
BEFORE BUYING AFTER BUYING
Radio Digital Agency Analytics
Dept. Dept. Dept.
FM Broadcaster Purely Online Messages
AQH SS Impression Delivery
CUME ATSL
TTSL Interactions
AS LTR ( Listen Through Rate )
AAS VTR ( View Through Rate )
Post Impression Analysis
CAMPAIGN ANALYSIS
AUDIENCE MEASUREMENT

9. Supported devices & players
Server Side Scope Windows Media Player
Real Media iTunes
+95%
of the players…
…some of the them Screamer Radio
QuickTime Apple TV
TuneIn radio
Sonos
Player « Device » can be identified in 98% of the
cases.
Plateform (Computer, Android, iPhone) can be
detected.
Geolocalized.
Measurement can also work client-side!

10. The French example
1
Streamer
3
Internet
Secured
1. The listener connects to the streaming server with AIS installed
2. Connection isn’t signed? AIS redirects the listener to our key generator which will mark
each connection and redirect the listener to the stream
3. Signed connection -> streaming starts
Delay< 200 ms

11. Get the data you need
Real-time analysis !
Observe the performance in real
time and get the key data .

13. Know how your audience is listening
Device compliant
Understand how your audience
is using your radio along with
key information on your content
performance.

15. Podcasts
We can measure major units
Impossible to verify if the downloaded
podcast has been listened to.

16. Opportunities & Challenges (I)
Opportunities
Reach
Familiarity Voice Call to action
Flexible Multiple Buy Options
Complementary with other Interactive medium Mobile Social media
Evolving technology
Challenges
Fragmentation
Competition Ad Supported vs Subcription model
Creative limitations Web is such a visual medium…Need for new creative

17. Opportunities & Challenges (II)
Opportunities
Marketers are incorporating Digital Audio into their campaigns
TOP 4 - Auto brands, Credit Cards, Retails, Restaurants
Online contribute to repetition and is quickly measurable
Stand out of the crowd
One click away from advertisers website – Excellent ROI
Challenges
Audience Measurement, Advertising Formats, Reach
Measurement bodies are assessing the needs
IAB should introduce Digital Audio country by country in Europe
Audio specialized Sales Houses – Audience Aggregators
Pricing
How do we sell ? CPM or Spot based,

18. Opportunities & Challenges (III)

19. Opportunities & Challenges (III)

20. Adswizz mission
Adswizz helps AUDIO and VIDEO publishers
transform their online audiences into revenues
Unleash the full potential of
online advertising
1. AUDIO & VIDEO
ADSERVING to enable 100m+ weekly users in EU
25.000+ online audio &
new formats & US
video services
2. EXCHANGE to minimize … attracting leading brands
unsold inventory
3. MEASUREMENT to
rationalize agency buy

21. Thank you!
Patrick Roger VP Global Sales
patrick.roger@adswizz.com
+33 610 01 29 45
http://www.adswizz.com