Media Buying Forum, Trisonic
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The New Audio Age presented by Howard Bareham
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Media Buying Forum, Trisonic
- 1. The New Audio Age Howard Bareham, Co-founder, Trisonic
- 2. The renaissance of audio • Technology and connectivity advancements • Content investment and marketing • Programmatic and new audio formats • Targeting and attribution • The voice debate • Changing perceptions…and it just WORKS!
- 3. The audio landscape Broadcast radio Streaming On demand In app Ambient
- 5. Broadcast radio 35.5m (65%) Source: RAJAR Q4 2018/Radiocentre £713m Record audiences & revenues Multiple touchpoints
- 7. 35.5m (65%) Broadcast radio Source: RAJAR Q4 2018/Radiocentre Record audiences & revenues Multiple touchpoints New DAB stations £713m
- 9. 35.5m (65%) £713m Broadcast radio Source: RAJAR Q4 2018/Radiocentre • Record audiences & revenues • Multiple touchpoints • New DAB stations • Committed owners
- 10. Digital audio
- 11. Digital audio definition “audio content streamed on a connected device”
- 12. UK Digital Audio Audience Growth AdultReach(Millions) 0 5 10 15 20 25 30 35 2016 2017 2018 2019 2020 Source: RAJAR Midas 2018 / Trisonic estimates 23.9m people listen to connected digital audio each week in the UK (44% of the adult population)
- 13. Digital audio listenership Listeners per week % of population Streaming services 13.6m 25 Podcasts 6.5m 12 Catch up & listen again 3.8m 7 Source: RAJAR MIDAS 2018
- 15. Streaming services - why are budgets moving? • Increasing audiences • Targeting and dynamic audio
- 16. Streaming services - targeting Age and Gender Interests and Behaviours Song Genre/Playlist Device Day of Week Time of Day Weather Location
- 17. Streaming services - why are budgets moving? • Increasing audiences • Targeting and dynamic audio • Increasing programmatic options • Radio and digital budgets • Lower campaign entry costs
- 19. Podcasts are on the rise 6.5m adults (12% of adult population) listen to a podcast in a week 0 1 2 3 4 5 6 7 8 9 10 2014 2015 2016 2017 2018 2019 2020 Podcast Listeners (Millions) Source: RAJAR Midas 2018 /Trisonic estimates
- 20. Podcast tiers 145,000 weekly listens66,000 weekly listens213,000 weekly listens435,000 weekly Standalone shows Advertiser funded 60,000 listens Jaguar Land Rover 80,000 listens Nat West 5,000 listens DIT New Vauxhall Publisher 258,000 weekly The Guardian The FT 66,000 weekly listens The Economist 64,000 weekly listens The Daily Mail 72,000 weekly listens
- 21. The podcast attraction • Actively sought content • Immersive and intimate • Sponsorship and live reads • Celebrity endorsement
- 22. Media planning and creative considerations Cassettes/Vinyl 1% CDs 4% Digital Tracks 6% Live Radio 75% Podcasts 3% On Demand Music 10% Listen Again 1% Understand the role and benefits of each audio platform Source: RAJAR Midas 2018 Adapt audio to suit the listening experience
- 23. The audio landscape is transforming • Radio isn’t just radio any more • Advertisers are migrating from digital to traditional radio and vice versa • Continued investment from commercial operators and BBC • New content and ad formats are fuelling the change • Brands are developing audio identities