Archive | April, 2013

Spotify says ‘Hola’ Mexico

18 Apr

Spotify the ad funded music streaming service has launched in Mexico, Hong Kong and Eastern Europe and is now boasting more than 24 million active users worldwide. Big numbers.

This is an important move for Spotify’s service, establishing itself within these emerging markets for streaming music. And now that the streaming and music services marketplace is firmly on the radar of the big three technology companies, (Apple Google Samsung), Spotify’s bold moves make a lot of sense. What can be seen as a natural expansion could also be seen as a clever counter strategy following the rumours of the Apple iRadio service/platform possibly launching in June.

And if it’s the fast lane for Spotify – it’s pedal to the metal for Blackberry and 7Digital. Just this week, they announced a deal with in car entertainment system maker QNX. This means that dashboard integrated music streaming services and audio apps are about to become a regular part of the in car experience. That brings GPS in – and that’s really exciting for ad serving and geo / micro targeting possibilities.

If Apple, Google and gang reach breakthrough metrics in ways to connect our mobile devices more intuitively with our car dashboards the picture could change again……and you can rely on Radio Experts to remain in hot pursuit.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

The Value of Music in Radio Advertising

9 Apr

Whenever we talk to people about the intricacies of radio advertising, one of the things we’re often asked about is the value of using music in a commercial.

Creating a memorable radio ad – one that stands out from the crowd, is always a challenge as every advertiser is competing for the listener’s attention. Using music can help get a message across and make it more memorable. It acts as an attention-getter as well as an enhancer of the message creating a mood or feeling in the listener that transfers to the product or service in the ad.

There are many more benefits of using music in a radio ad. For instance, music can be used to create a sense of continuity by tying together all the elements of an ad. This is a useful tool for a long-term, regular radio advertiser. The music ensures the sound of the ad has consistency, whilst the actual sales message can change on a frequent basis without losing any of the “brand equity”.

Another significant thing about music is that it has the ability to stay in a listener’s mind. When a message carries music it’s more memorable and can even keep circulating in people’s heads, when they’re out of range of a radio and doing their everyday tasks – there is no other medium that works in such a powerful way.

Once the decision has been made to use music in a radio advertising campaign, the work is not finished. There are more choices to be made; do you use simple library music? A bespoke music production, custom produced sung musical identity, or do you go the full nine yards and licence a well-known track? Thankfully, you have Radio Experts to help do the thinking on all of this and find the right solution.

Music definitely has the ability to enhance a radio advertising campaign. Various studies have shown that it increases the likelihood a message will be noticed, understood, and then received positively. Whether it’s used to invoke a mood or to be the primary carrier of the message, music is an efficient and reputable method of engaging with the audience.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert