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Extend your reach with Digital Audio

6 Jul

Digital Audio now reaches more people than ever before in the UK – 19.4 million, up from 15 million in 2013 (RAJAR Midas).

Digital Audio is defined as any audio content streamed on a connected device. This includes digital and online radio, music streaming, podcasting and on-demand audio.

Currently, 65% of these services offer audio advertising and whilst some of us might choose to pay subscriptions to avoid hearing ads on music services like Spotify, 51% of all time spent with digital audio will expose listeners to advertising. If the U.S experience is anything to go by, it’s a trade-off listeners are willing to accept. Edison Research found that 75% of digital audio users felt advertising is a fair price to pay for free content.

With more users consuming Digital Audio there are now more opportunities for advertisers to target listeners with audio ads alongside video and display advertising formats. Audiences can be targeted through sophisticated audience segmentation, geographically, by device or by internet service provider. There are also options to buy programmatically.

Digital Audio is perfect for extending reach to specific audiences that are sometimes hard to pin-point with traditional advertising formats, but advertisers often combine both to maximize return on investment.

Radio Experts can help brands navigate this complex array of opportunities and pin-point the perfect solutions. Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. tim.cowland@radioexperts.co.uk. @timcradioexpert

 

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How do you listen to radio?

4 May

That’s the question asked by researchers compiling the latest Midas survey published by Rajar. Now, more than ever before, radio lives beyond the radio set and this research offers some additional insight into all radio and non-radio, audio listening.

Top line findings are:

  • Live radio accounts for 84% of all in-car listening compared to 12% for on-demand music services.
  • We spend nearly 26 hours each week with audio content.
  • Live radio accounts for 74% share of all audio consumption.
  • Catch up services account for 15% of weekly radio listening.
  • 38% of audio listening is on devices other than radio sets with PC/laptops accounting for 11% and smartphones 8%.

Listening on FM or AM is still the most popular way to listen to live radio at 47%, with DAB Radio next at 35%.

But what of the future? More personalised audio advertising? The two major radio groups Global and Bauer already offer listeners the opportunity to be served personalised advertisements on Capital Xtra and Absolute Radio. In addition, Bauer have just extended their service to the Kiss Network, Kerrang!, Heat Radio and Planet Rock.

There’s a whole range of options available to radio advertisers with an ever expanding variety of platforms.

Radio Experts can help brands navigate this complex array of opportunities and pin-point the perfect solutions. Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. tim.cowland@radioexperts.co.uk. @timcradioexpert

Summer Lovin’

24 Mar

The clocks move forward this weekend, marking the start of British Summer Time. We’re all looking forward to warmer weather, but both the UK ad market and commercial radio have seen things hotting up for some time.

The UK was recently cited as the stand-out ad market in Europe, with advertising spend this year forecast to outperform the Western and Central Europe region. In addition, radio advertising spend in the UK is predicted to be up by 5%.

The latest RAJAR figures also revealed that, for the first time in 15 years, commercial radio has more listeners than the BBC.

The start of British Summer Time brings people out of their cocoons. The population starts getting out and about, engaging in more outdoor leisure pursuits, holidays and gardening activities – very often taking the radio with them wherever they go. This is an ideal opportunity for businesses to use radio to promote their products and services locally, using established radio brands such as Heart, Capital, Smooth, Radio X and the City Network.

For wider reach, there are strong national brands, such as Classic FM, talkSPORT, Absolute and Magic. In addition, there are now 18 stations broadcasting on the second national digital multiplex – many new to the national marketplace. These include talkRADIO, talkSPORT2, Share Radio, Mellow Magic, Magic Chilled, Sunrise Radio, Panjab Radio and Fun Kids. These stations are already broadcasting, but they are soon to be joined by the return of “Virgin Radio”, which launches on the 30th of March.

If you’ve got a brand that wants to be the “sound of summer”, contact us and we can help pin-point the right station selection for your campaign.

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

Coming soon to the UK?

26 Nov

Interesting developments in audio around the world

Audio technology is always changing. Here are the latest developments in the worldwide audio market that could be of future interest to UK listeners and advertisers.

  • Apple Radio has already launched in Australia and the US (the launch date in Europe is still unspecified but will probably be in 2015)
  • In the US, internet radio station Pandora has over an 8% share of all listening (the highest share in the UK is Radio 4 at 15%)
  • Turkey has a radio station aimed only at 2 year olds and under.
  • As of last Friday, Spotify Premium account holders in 10 major world cities – including London, Singapore and Sydney – can listen to their playlists in taxis booked through the Uber smartphone app.

On demand audio continues to grow worldwide. However traditional radio remains a vital source of new music, up to date news, live sports coverage, community discussion and the feeling that listeners are associating with a friend.

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

Radio: Trends to watch

14 Nov

The dust has settled on the grand unveiling of the Q3 RAJAR results last month and after a period of reflection our Radio Experts have been analysing the data in more detail.
Whilst some in the media feel that it was a very uninspiring set of results, there are two particularly interesting trends we’ve spotted that are worth noting.

BBC vs Commercial Radio
Whilst the BBC continues its listening share dominance (53.6% vs 43.7%), commercial radio is now snapping at Auntie’s heels and reaches over 34 million adults every week – only 44,000 behind. This is the smallest gap since 2005 and follows the trend from the last four RAJAR waves.

Digital Listening
Radio listening via digital platforms continues to rise and is now at a record share of 37.8%. The UK has finally reached the level where the majority of new cars now have digital radio as standard. This coupled with a 45% year on year increase on the number of adults listening via a mobile or tablet at least once a month (now 1 in 5) means things are indeed looking rosy for DAB stations. There are already four commercial digital stations with audiences close to one million. Advertising on these stations can be particularly effective especially as digital radio listeners are 19% more likely to notice adverts on the radio.

In 2015, a second national digital multiplex begins broadcasting offering another ten national stations, increasing the DAB national footprint from 72 per cent of homes to 90 per cent.

With a wider choice of stations, overall radio listening should increase and this growth will help the commercial radio industry continue to compete even more effectively with the BBC, offering  an enhanced range of opportunities for advertisers.

To find out more about advertising effectively on analogue or digital commercial stations, get in touch now.

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

Magic and Kiss to go national

29 Sep

Bauer Media UK has announced that Magic and Kiss are to go national. It’s all part of Bauer’s national radio growth strategy and the changes are planned to take place from January 2015.
Magic FM, currently broadcasting in London on 105.4 FM will be available across the UK on DAB with its “Good-mood music” proposition.

In addition, DAB listeners across several UK cities including London and Birmingham will be able to access “the best mix of old skool and anthems” on Kisstory – a brand extension of Kiss.
Another of the Kiss extensions, “Kiss Fresh”, will also be available for the first time on DAB in London and there is also planned growth for Absolute Radio with a marketing initiative focussing on the brand’s “Stand-up at Breakfast” campaign.

Bauer Media are also planning to develop their local radio markets with the ‘Place’ portfolio enhanced by two new brand extensions in each city. The new services – derivatives of the main brand – will be launched to serve the needs a wider spectrum of listeners in each area. In Liverpool, Place 1 will be extended with Place 2 – aimed at 45-64’s and Place 3, appealing to a younger 15-25 age profile.

These changes are all about building on Bauer’s existing offering and delivering more diverse and valuable audiences for radio advertisers.

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

Radio sees 13.6% growth

2 Sep

The latest data from the RAB (Radio Advertising Bureau) has revealed that commercial radio delivered significant growth in Q2 2014 with total revenues increasing 13.6% year on year. It’s the best Q2 revenue performance since 2007.

This is a significant increase in radio spend and it’s an upward trend that we’ve also been seeing at Radio Experts.

All this means that radio is in rude health. So as we head towards Q3, traditionally the busiest quarter of the year, we’re expecting to see further increases in radio spend amongst a range of business categories.

Entertainment, leisure, retail, travel and automotive are just some of the sectors we would expect to see booking campaigns over the next 3 months in the run up to Christmas.

The advice from Radio Experts is to start planning now, as availability for radio inventory during the next quarter can often become limited.

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