Post on 09-Jul-2015
description
The Audience Product Strategy Building The Brand Digital Innovation Branded Content Results
agenda
Our listeners might have grown-up responsibilities like a mortgage, family and a good career, but they’d still jump at the chance of letting their hair down. Our name for them is:
They might not get to the gig, the game or the stand-up show as much as they used to, but they still love music,
football and comedy
the reluctant adult…
• 25 to 54 years old
• 60% male
• ABC1
• 50% London/South East
• likes to listen to ‘real music’
• is an armchair football fan
• loves a laugh and a bit of banter
• Interested in gadgets, not gossip
the reluctant adult…
music • comedy • footballthe three pillars of our content strategy
music • comedy • footballthe three pillars of our content strategy
real music is…
the song, not the video playing, not miming
gigs, not photo shoots tour buses, not voice coaches
built to last, not flavour of the month the lads from school, not an ad in The Stage
something to say, not something to sell
Fans of real music enjoy a deeper relationship with music Not just the biggest hit by an artist The find repetitive playlists irritating And variety drives longer listening
9
The Home of The Beatles, Stones & Motown
Where it all began, the music that still influences bands today
Platforms: DAB in London and parts of northern England, online, mobile
10
The UK’s Only 70s Radio Station
Feel-good, up-beat hits of the 1970s
Platforms: DAB in London, online, mobile
The UK’s Only 80s Radio Station
Upbeat, feel-good 1980s classics
Platforms: DAB Nationwide, Sky TV, Virgin Media cable, online, mobile
The UK’s Only 90s Radio Station
Britpop and indie classics
Platforms: DAB nationwide, Sky TV, online, mobile
13
21st Century Music
The best music from the year 2000 onwards
Platforms: DAB in London, online, mobile
14
More Rock, Every Hour, Than Any Other Radio Station
Playing undisputed rock classics
Platforms: DAB in London and parts of northern England, Sky, Virgin, online, mobile
music • comedy • footballthe three pillars of our content strategy
17
Frank Skinner One of the UK’s best known comedians 70.6% awareness as a radio presenter
Returning to live stand-up comedy Three primetime BBC1 TV shows in the past two years
18
The Christian O’Connell Breakfast Show The UK’s most awarded radio presenter
10 Sony Radio Academy Awards 2002-2012 Currently touring his Edinburgh stand-up show
Also presents on BBC Radio 5 Live and BT Sport
21
Geoff Lloyd’s Hometime Show
Engaging and entertaining broadcaster Lean-forward show where rivals are lean-back
Expert at delivering branded content Deep music knowledge
music • comedy • footballthe three pillars of our content strategy
24
The Premier League
Drive reach with exclusive content that fans will seek out Attract revenue from brands that advertise in football content A distinctive ‘Rock n Roll Football approach around football
entertainment aimed at the armchair fan
building the brand
interactive and dynamic marketing in app and outdoor
on-air and online promotions that mix traditional and social
29
Live Music - ‘We’ll Take You There’
From festivals and stadium gigs to intimate sessions, live music gives our music proposition credibility
and drives listening through ticket giveaways.
Lenny Kravitz @ The Box
Chris Martin @ Absolute Radio
Jarvis Cocker @ Absolute Radio
Paul Weller @ Absolute Radio
Foo Fighters @ Isle of Wight
Elbow Live @ St Pauls Cathedral
Lana del Rey @ Absolute Radio
Beady Eye @ Isle of Wight
Arcade Fire @ Hyde Park
Kaiser Chiefs @ Hard Rock Calling
Kasabian @ Isle of Wight
The Pierces @ 100 Club for Kronenbourg
Bon Jovi @ Hard Rock Calling
Elton John @ Union Chapel
Mumford and Sons @ Hyde Park Ronnie Wood @ Hard Rock Calling
digital
243,000Monthly Active Users of Absolute Radio mobile apps
Source: Internal server logs
4,747,814Installs of Absolute Radio mobile apps
Source: Internal server logs
0
31250
62500
93750
125000
Jan-1
2
Mar-12
May-12
Jul-1
2
Sep-12
Nov-12
Jan-1
3
Mar-13
May-13
Jul-1
3
Sep-13
Nov-13
Jan-1
4
Monthly unique logged-in listeners now over 120,000
Desktop
Both
Mobile
41
42
apps - be where the audience isWeekly Users
Mobile apps: 98,516Smart TV apps: 1,000 (approx)
Games consoles: 1,000 (approx)Tablet apps: launching April 2014
apps & online: next steps
2009 2011 2014
v7.0 designed to increase listening hours and reach
Car mode Simplified user interface for safe operation by drivers to encourage in-car use
Alarm clock Multi-day programmable alarm to wake the listener up with the station of their choice
Sleep timer Go to be with the app set to turn itself off at a time set by the user
AirPlay Send the audio to remote speakers to encourage at-home use on hifi systems
Tablet edition iPad version to reach new audience of tablet users
Put the brand in front of relevant audiences by disaggregating video on to artist’s YouTube channels.
New and valuable archive content can be deployed across social media platforms.
Content becomes more tactical for both the brand and client, freeing us to experiment more.
Use content to reach out to new audiences
Monetise all connected audio impressions
Extract greater value from user data
Optimise for the multi-platform web
Grow reach and hours
digital summary
branded content
51
everyone is a commercial programmer
By working closely with commercial teams, agencies and clients we can create promotions, sponsorship and ad-funded programmes which
engage the audience and communicate the advertiser’s message
creativity & flexibility
Win branded content business by taking a bespoke approach For Sky Movies 007 we rebranded Absolute Radio 00s as Absolute Radio 007, playing James Bond music all day
results
0
1000
2000
3000
4000
W4:08W1:0
9W2:0
9W3:0
9W4:0
9W1:1
0W2:1
0W3:1
0W4:1
0W1:1
1W2:1
1W3:1
1W4:1
1W1:1
2W2:1
2W3:1
2W4:1
2W1:1
3W2:1
3W3:1
3W4:1
3
Absolute Radio Network performance to date (reach)
Source: RAJAR Q4 2013
(000
s) 2,1431,673
2,223
2,814
3,2973,545
0
7000
14000
21000
28000
W4:08W1:0
9W2:0
9W3:0
9W4:0
9W1:1
0W2:1
0W3:1
0W4:1
0W1:1
1W2:1
1W3:1
1W4:1
1W1:1
2W2:1
2W3:1
2W4:1
2W1:1
3W2:1
3W3:1
3W4:1
3
Absolute Radio Network - performance to date (hours)
Source: RAJAR Q4 2013
(000
s) 13,74912,484 15,867
20,283 19,155
23,743