1. THE CHANGE
Wellcome... Bienvenue!

2. The World is changing
Coopetition vs competition
Partnering vs standing alone
Digital vs analogic
Worldwide & Local view
The user is the real king ... More than ever!
And the market procedures also change...
The systems to monetize projects on the
Internet are simply different than on
analogic
We have the chance to live something
magic, we all are part of this new era,
therefore we need to CHANGE!...

3. TO CHANGE.. WHAT?
Reinvent
Focus on the user experience
Interact
Socialize
Be part of something bigger & attractive
Build an awesome media kit
Seduce but not overexposse to ads
Be obsesively local & Worldwide both together
Enough is not enough... It should be perfect!
Partner with the best
Don t take anything for granted
Learn.... Every day!
Invent yourself and your company ... Every day!

4. Analyzing Online Radio
Monetizing ...a reality?
• Why is it a great media?
• Which are the Breaks?
• Ecosystem
• Formats
• Market Figures
• Examples
• Final Reflexions

5. Why is it a great media?
• Reach
• Relevant and fast growing audiences: Ex: 12 million in Spain
• Educated, Mid to high level listeners
• One to one advertising
• Great formats and communication opportunities
• Effective if well done
• Prescriptive
• Targettable
• Accountable (real impacts vs estimations)
• Measurable
• Premium content: Music & Talk Shows from relevant personalities
• Best “meanwhile” media – while working or studying
• Purely emotional

6. Which are the Breaks?
• Where´s the budget for online radio? It does not exist!
• Not enough education/expertise – professionals on radio online
• Audio format is not “clickable” nor third party measured
• Fragmentation: Too many players for distributing low budgets ..market not organized
• Not branded enough (many online radios are unkown to the media buyers)
• Too many broadcasters thinking it is “the same” than selling radio, and not realyzing or
accepting that there are competing with other players (Google, MSN, You Tube…), and that their
positioning on digital is not equivalent to the one they have on the offline.
• Still decission process via digital teams
• Radio is not only but primarly a “blind” media.. Also at the Internet
• Lack of homologated measurement & transparent technologies
• Lack of knowledge enough at agencies, specially on audio digital format
• Crisis = less budgets to “experiment”
• New creativities to be built for online
• Free untill now? …. At least on broadcasting for the audio
• Not really adapted: ON/OFF radios have not necessarily analyzed the e-listener preferences

7. Ecosystem
• Aggregation
• Partial
• Direct
• Market

8. Market Ecosystem – Spain Example
Audioemotion Media: Measurement and analysis
Aggregated Network Model
Advertisers Agencies Partners
- Sales Tools
- One of the Kind Positioning
- Audiences aggregation Agnostic targetting
- Objective Targetting Groups
- Traffic & Operations
- Unified repporting
- Specialized Team Technology
- Technologies homologation Value Aded Services
- Procedures: “making it easy”
9 M UU
Profiling & content based 45 M listening sessions
Network 75% Reach
% of Inventories at the Network
Partial Model Radio X
Direct Model Others

9. And now... let´s imagine a
media planner today !...

10. TV
Radio
Magazines
Press
Outdoor...
And now also the one online...
Search
Display
Video
Social Networks
Mobile... SO
... Radio Online on seem process
With literally thousands of players! How to be at the digital
top of mind list?

11. Let´s look on what happens with the air radio in Spain:
95%
of all Radio Investiments go to the 3 top National Radios
Regional & Local with tremendous audiences & influence power remain with
only the rest:
5%
And Digital market is much more fragmented.
Plus, remember online radio competes with other kind of players.
Being at the top of mind is not an easy issue,
but it is possible: Audioemotion in Spain is proud to be just there

12. Formats
• Multimedia
• Formats
• Specials
• Target Groups

13. Radio Online is multi-media
• Most of the listeners are NOT WebRadio listeners, but they connect through iTunes, Winamp,
Mobile, WiFi Radio, iCarRadio…
• The only format without boarder is Audio!.... BUT it is not the only format for communicating

14. Formats For Online Radio – Web Radio Technology
Preroll Audio + Synchronized Banner In Stream Audio + Synchronized Banner
Preroll Audio In Stream Audio
Banner and Vídeo at Web Pages
Video In Banner Pre-roll
Smart & Targetted Audio Podcast Prerol
Podcast

25. Radio TV: Video on Online Radio Visual Content Technology
Vídeo Pre-Roll In-Banner 300x250
Vídeo Preroll 20” + banner 300x250 synchronized Mid-Roll Vídeo 20” + Banner 300x250 synchronized
+ Banner synchronized
Overlay

26. Radio Online on Mobile Technology
Audio Preroll 15” Audio In Stream 20”
Audio Preroll + Banner synchronized In Stream Audio + Banner synchronized
Pre-roll Video
Audio Preroll 15” + Interstitial synchronized or Alone

27. Más de 5 millones de Usuarios Únicos WebRadio
Mobile & Tablet Examples
en nuestra Red, ¡3,3 millones con IP de España!
iPad

28. Top Branding: Audioemotion Specials
 Exclusivity on blocks
 Linking Brands & Music
 Campaigns to Radios Social Networks
 Content Sponsoring
 Mobile Specific Campaigns
 Corporate Radio
 Smart Podcasting
ONE STEP AHEAD
COVERING ALL DIGITAL RADIO ADVERTISER NEEDS
COVERING ALL POSSIBLE MONETIZATION OPPORTUNITIES FOR THE RADIO PUBLISHERS

29. Social Network
Campaign
Estrella Galicia
In just 18 hours
132 k views
135 comments
+ 116 more likes

30. Play Lists
Sponsoring
Campaign
BMW
2 MM home
Impressions
at Spain
300k visits
to playliists
In 15 days!
Still online at:
www.goear.com

31. Targetting: Audioemotion Target Groups
By Content Talk Shows, Music & Pure Internet Stations
By Ages Teens-ON (17 to 24 years) Plus-ON (24 to 40 years) y Select-ON – 35 to 60 years
By Sex Rose-ON (women) Blue-ON (man)
By S.E. Level Mid-Class, Mid-High Class y High Class
Microtargetting As per content: Sports, Magazine, Music By Styles, etc.
We select the appropiate stations & channels based on the objective target of the advertiser,
As an independent company we are appreciated at the market to be agnostic

32. Our Chalanges for
Pure Audio Formats
• Homologated Official Measurement
• Third Party Tracking both sides (adserving and official trackers)
• Analysis on Impact & Effectiveness
• Education

33. Market Figures & Profiles
• Who is the e-listener?
• Figures, predictions
• Brands that have tested the media

34. Who is the e-listener?
The online radio user is an educated
student, professional or enterprenaur.
Urban, mid to high socioeconomical level,
ages within the major buying capacity & level (18 to 40 years)
Curious, unconformist, music, culturaly diversity & technology apassionate.
The online radio user loves to interact

35. Users Evolution – Market Figures
The fastest growing media at the Internet
• From 40 to 180 million users in the last 6 years
(Bridge Ratings data), and 30% increase last
year
The Digital Ad Revenue Projections
• 3,6% from the total Radio Investment at USA
• NOT a canibalizing market, as radio on air
grows.

36. Our reason to be.... Brands that already invest on Online Radio

37. Some Final Reflexions
We have big challages to improve,
we must act now!
The actual money invested is nothing
compared with the impact of the media,
so we just have one option: growing sensibly!
Remember that you need technology,
top level team, true partnerships, share
knowledge, and focus on the e-listener
experience, stablishing dialogues, avoiding
acting unidirectionally.
The opportunity is real and it is there...
Just CHANGE and take it!

38. ¡Thank you for your attention!
Here Bellow my Credentials
Contact me for Anything you Wish
www.audioemotion.es
Elisa Escobedo
e.escobedo@audioemotion.es
Tel: +34 616 932 642

40. Organisateurs
Xavier FILLIOL Nicolas MOULARD,
Directeur Editions de l’Octet Directeur ActuOnda
xavier@octet.tv moulard@actuonda.com