Archive | June, 2013

It’s all about the brief

25 Jun

The RAB’s Five I’s research into radio creative effectiveness is a stunning example of how to turn ‘Art into Science‘. In fact, with radio creative everyone has their own opinions about how to make great ads. And that’s fine. With something as precious and subjective as human creativity, there will always be different ways and different philosophies. After all being different is always a factor in good radio creative.

But no matter which school of thought you subscribe to, one thing is definitively true:

If you don’t start by knowing how to take a brilliant radio brief, you won’t end up creating a brilliant radio campaign.

That’s why Radio Experts have developed the most sophisticated Radio Briefing System in the market. It has been developed over many years and refined so that, whatever the type of business, our writing team extract the essence / ROI denominator / boring details all in one effortless process. Different brands and marketing challenges all actually require different types of brief, so Radio Experts have a Briefing System, not just a ‘one brief fits all’ approach.

Getting a brilliant brief doesn’t take more time – it just requires some serious Radio Experts TLC.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. @timcradioexpert


iTunes Radio why we’re singing its praises

12 Jun

Were you glued to your intermittent web stream on Monday night pouring over the new features of Apples latest ios7 iteration due to be released this fall (autumn)? Or have you been sending audio boos to all of your twitter followers proclaiming how totes amaze* you’re feeling? (*erhum thanks Made in Chelsea)

The audio world is booming and with so many releases and new pieces of technology it’s hard not to get excited.

The latest big name entrant to the audio marketplace is Apple. After much speculation Apple are releasing a ‘radio’ service, streaming music with ads. It would appear initially that it will only be available in the US but it’s sure to hit European shores in the near future. And this is all great news for the fast growing market sector we specialise in – online audio advertising.

But the moves come even thicker and faster than just iTunes Radio. Apple also announced better integration with in car systems, to couple with BMW’s announcement yesterday of better SIRI (and Android equivalent) dashboard integration, which brings into play a host of new opportunities. In effect, we could soon be sitting behind the steering wheel listening to ads that tap into our location and play relevant audio ads as we pass by an advertiser’s business.

The mind boggles and the wheels of online audio advertising keep on turning…

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. @timcradioexpert

Online Audio Advertising – Apples’s iRadio enters the market

7 Jun

Rumour has it that next week Apple will release the iRadio service at its annual developer’s conference. From our point of view, the key questions are:

a)            How will this service stack up next to the likes of Spotify, Pandora, Deezer, We7/Blinkbox and Google to name but a few?

b)            Will Apple be able to convert their mass scale – into a workable pipeline of micro-targeted online audio advertising inventory?

The principle that Radio Experts apply to all launches in this arena is simple……….if it will work for our advertisers, then it will work. So is there likely to be enough opportunity and enough inventory for our advertisers?

Well, Apple are certainly doing their best. To turbo charge the launch they have penned deals with many of the bigger music labels (Warner, Sony, Universal etc) so they’ll have the tracks people want. Ad serving technology, integrated campaign flexibility, reporting systems and open book serving stats are still fences that we need to see how they hurdle.

What is clear is that Apple’s iRadio will be a major entry in what is fast becoming a busy online audio advertising marketplace.

To find out more about the fast evolving world of Online Audio Advertising  and what it can do for your brands, give us a shout now…….we’re on it.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. @timcradioexpert