Robert Favre (Triton Digital): Monetization through Measurement
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Monetization Through Measurement Building Blocks 101
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Transcript of Robert Favre (Triton Digital): Monetization through Measurement
Monetization Through Measurement
Building Blocks 101
Our Customers
Measurement Timeline
2004/200514 stations
20106000+ stations
AQHCUME
ATLTLH
AASASSS
ATSLCUME
TLHFirst Monthly Ranker
Published
MRC Accredited
Measurement & Metrics as Currency
• Advertisers and agencies are projected to spend $800 million in streaming advertisements in 2011, and $1.6 billion by 2015*
• Publishers can produce their own measurement data, BUT advertisers and agencies don’t trust it
• With accreditation, AAS, AS, SS, TLH, CUME are streaming measurement standards for US based publishers, advertisers and agencies
*eMarketer/March 2011
Measurement & Metrics as Currency
“We rely on Webcast Metrics to provide real time performance data and accountability to our clients. This detail is critical to demonstrate the value of online radio as an enhancement to our terrestrial radio efforts”
Lauren RussoSVP/Managing Director, Audio and Promotions
“the emergence of Ando Media’s Webcast Metrics as internet radio’s primary audience measurement service will help the industry.”
Price Waterhouse CoopersGlobal Entertainment and Media Outlook 2010-2014
DNA of Monetization
Monetization Strategy
1. Understand your listeners and establish your value proposition
2. Consistent and reliable stream delivery
3. Control the consumption of your streams
4. Create stream specific advertising (don’t re-task broadcast ads)
5. Partner with an established ad management/delivery provider
DNA of a Listener
Measurement
• How many listeners• When did they listen• How long did they listen• What genre/format
Geography
Demographic
SocioEconomic
• Where is a listener located• Location confidence• Gender• Year of birth• 3rd party data• Income levels• Ethnicity
$ $ $ $
DNA of Listener
Listening HabitsUnique IdentificationListener LocationGenderAge----------Income LevelOther info
Where does it come from Measurement
• Streaming server logfiles• CDN
Geography
• Streaming server logfiles• CDN• Online survey• Registration data
Demographic
• Streaming server logfiles• CDN• Online survey• Registration data
SocioEconomic• 3rd party providers
US based PurePlays
Take the First Steps
Measurement
Reliable Delivery
Control Consumption
Medium Specific Ads
Reliable Partners
What does it look like
What does it look like
What does it look like
