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Redefining Radio Clive Dickens Director of Digital and Innovation Southern Cross Austereo
82%
source: BBC eartime research 2010/11
United Kingdom: 47m Australia: 12m
source: RAJAR Q4:2012
Platform neutral
4m app downloads
500,000 Mobile Active Regular Users
More than ‘listen’
More than just ‘Pocket’
8m streaming UK Radio in one simple player & interface
RadioPlayer now launched as a Free Mobile App
Over 20m YouTube views
Not on AM or FM
Know who your audience are?
[data oil image here]
DATA
the new oil
TARGET
In Stream
Privacy matters
1 2 3 4 5 6
Broadcast: Live Programming Commercial Break Live Programming
In Stream: Live Programming Targeted Ads Extra Content Live Programming
Branded Content: Live Programming Targeted Ads Branded Content Live Programming
1 2
1 2
How does InStream work?
52% Logged-in
56% Logged-in
On-air vs. Online - what have we learnt so far 4
:00
4:3
0
5:0
0
5:3
0
6:0
0
6:3
0
7:0
0
7:3
0
8:0
0
8:3
0
9:0
0
9:3
0
10:0
0
10:3
0
11:0
0
11:3
0
12:0
0
12:3
0
13:0
0
13:3
0
14:0
0
14:3
0
15:0
0
15:3
0
16:0
0
16:3
0
17:0
0
17:3
0
18:0
0
18:3
0
19:0
0
19:3
0
20:0
0
20:3
0
21:0
0
21:3
0
22:0
0
22:3
0
23:0
0
23:3
0
Broadcast Streaming
Source: Rajar Q4, 2012
Younger – Male – Upmarket
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
15-24 25-34 35-44 45-54 55-64
0%
10%
20%
30%
40%
50%
60%
70%
ABC1 C2DEStreaming Broadcast
Source: Rajar Q4, 2012
Male
Female
Younger Older
InStream on
third party
platforms
Big Consumer brands like InStream
Cross Promotiom on InStream
10.4%
34.4%
51.0%
2.1% 2.1% 2.8%
19.1%
77.3%
0.0% 0.7% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Much morepositive
A little morepositive
Neither A little lesspositive
Much lesspositive
InStream
Broadcast
44.8% are more positive
Base: 192 targeted InStream listeners, 141 Broadcast listeners
Thinking about Budweiser and any advertising recently for the beer, how did it make you feel?
Active Location & Exact Age Targeting
Interactive , Visualized & Social
Digital metrics – ‘One to One’
What next for InStream?
What is InStream?
One-to-one advertising on a broadcast stream.
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
Oct
-08
No
v-0
8
De
c-0
8
Jan
-09
Feb
-09
Mar
-09
Ap
r-0
9
May
-09
Jun
-09
Jul-
09
Au
g-0
9
Sep
-09
Oct
-09
No
v-0
9
De
c-0
9
Jan
-10
Feb
-10
Mar
-10
Ap
r-1
0
May
-10
Jun
-10
Jul-
10
Au
g-1
0
Sep
-10
Oct
-10
No
v-1
0
De
c-1
0
Jan
-11
Feb
-11
Mar
-11
Ap
r-1
1
May
-11
Jun
-11
Jul-
11
Au
g-1
1
Sep
-11
a
Sep
-11
b
Oct
-11
No
v-1
1
De
c-1
1
Jan
-12
Feb
-12
Mar
-12
Ap
r-1
2
May
-12
Jun
-12
Jul-
12
Au
g-1
2
Sep
-12
Oct
-12
No
v-1
2
De
c-1
2
Jan
-13
After just four years 41% or 21m of UK population now aware of Absolute Radio
Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)
UK
London
0
5
10
15
20
25
30
351
99
9
20
00
20
01
20
02
20
03
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
To
tal A
du
lt 1
5+
Ho
urs
(m
illi
on
s)
Twenty Years at One Golden Square Total Adult 15+ Hours
Absolute Radio VR
Source : RAJAR 1999-2012
Absolute Radio Sales team voted ahead of peers
Independent ‘Work’ Research 2012
Commercial Radio Station
of the Year 2012
