MFM CONFERENCE 2018 Big Datas Role in Strategic Planning and - - PowerPoint PPT Presentation

MFM CONFERENCE 2018

Big Data’s Role in Strategic Planning and Revenue Growth

March 8, 2018

DATA ATTRIBUTION

A method of assigning credit to a particular marketing – or advertising – driven action for brand touch point with consumers

HIGHER VALUE OF AUDIENCE

Radio as a data attribution example

commercials

$

commercials

$$$$

“Radio isn’t the only medium concerned with the mix of programming and commercials. NBCUniversal announced it’s reducing the number of spots that air during prime-time TV shows in an effort to boost the value of its advertising.”- Inside Radio

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As an Industry, we need to shift from time bought on radio to the higher value of our audience’s attention.

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 Problem #1 Listeners “tune out” after so many commercials pushing customers to other audio experiences e.g. too reliant on traditional sales as primary revenue.  Problem #2 All of radio’s local and national competitors (TV, Out of Home) have new tools that connect their ads and media to retail visits - automated ROI. Radio industry is playing catch up to other advertising and media platforms using data to take share.  Problem #3 Technology change in the car will cause shift of ad dollars from radio audio ads to visual oriented experiences and usage based monetization

CHALLENGES SELLING RADIO TODAY

HOW DO WE GET THERE?

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Radio could shift to less commercials with higher value-based pricing

THE OUTCOME:

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HOW DO WE GET THERE?

WITH DATA TO PROVE ROI

BRANDS ARE ASKING FOR DATA ATTRIBUTION

We are on a journey together to grow share of ad dollars

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How are we helping change the perception and dialogue around radio to earn share?

OUR EVOLUTION

The back-end engineering system that feeds stations’ content to NextRadio and non- NextRadio applications/automobil es Providing consumers with live, local over- the-air FM radio and streaming on their smartphones Providing broadcasters/agencies/ brands with data on radio listening, behaviors, interactions and exposures Adding in-car listening and vehicle location to data attribution while supporting automaker requirements for data monetization MOBI BILE LE + + AUTOMOTIVE VE MOBI BILE LE

YOU CAN REACT ON A DAILY BASIS TO DIRECTLY AFFECT YOUR NET OUTCOME OF A QUARTERLY RATING PERIOD

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 Near Real-Time  Market Insights  Demographic Profile of Listeners  Insights on Days and Dayparts  Performance

END-TO-END PLATFORM FOR RADIO CONTENT - MEASUREMENT – DATA ATTRIBUTION

TagStation

Station broadcast data is sent to the cloud service for delivery of accurate play out content including:

 Music events  Non-music events  Commercial spots  Campaigns

3rd Party Data

Data from our industry-leading partners below is matched using device ID or derived home location:

 ACXIOM, EXPERIAN, NINTH DECIMAL – Behavioral and demographic data  AUTO DATA – Radio usage and location

Device/Registration

Google ID/Apple ID is registered when NextRadio app opens for the first time. The following is captured continuously and written to the database:

 Device info  Listening info  Location data  Impressions  Visual impressions  Favorites  Newsfeed actions

Broadcaster

Radio station play out systems are directly connected to…

Dial Report

Data from all of these sources is combined for unparalleled metrics and insights that allow you to deliver on KPIs and Data Attribution.

RADIO GROUP PARTNERS

FULL RADIO INDUSTRY SUPPORT

The only large sample platform that can prove radio’s ability to drive consumers to local stores.

AUTO

In the Auto as an App or Embedded with Xperi Partnership WHY IT’S BETTER

Rich audio/visual experience Keeps you moving instead of searching Browse stations with NextRadio’s Live Guide™

WHY IT’S SAFE

Logos or album art makes finding content much easier Discover all your local stations by genre Save your favorites wherever you travel

WHY IT’S TIME

Radio remains relevant and must evolve to keep pace NextRadio brings together all the things that make radio great: programming, community, immediacy, personality and curation

Video Demo of JVC/Kenwood Product

MOBILE BILE + + AUTOMOTIVE TIVE

Adding in-car listening and vehicle location to data attribution while supporting automaker requirements for data monetization

AUTO ROADMAP

Build, Launch, Commercialize

2018 BUILD

 Launch App with JVC and Kenwood Brands  Add 3 Auto OEMs directly or through Tier 1s  Test Reports with Data Providers

2019 LAUNCH

 Limited Launch with Expansion  Launch Platform with Current Data Providers  Add 2 or 3 more  Relaunch with Comprehensive Sample

Early 2019 / Early 2020 COMMERCIALIZE

 Full commercial launch

ADDITIONAL REVENUE POTENTIAL

Enhanced Ads

DIAL REPORT CAMPAIGN MEASUREMENT

Delivering radio performance data in a near-real time digital format to prove radio ROI and allow you to confidentially target future buys.

Campaign details

Days

That perform best

DIAL REPORT MEASURES KPIs & ROI OF RADIO:

Dayparts

That perform best

Formats

That perform best

Markets

That perform best

Creative

That perform best

Demographic profile & behaviors

Demographic Profile

age, ethnicity, income, education, gender

Audience Behaviors

Home owners, auto owners, DIY, QSR, etc.- 250+ and growing

Consumer actions

In-Store Visits Reach

Who heard the spots

THE HOME DEPOT MAY 2017

NextRadio Pilot Campaign

Campaign Dates: May 8 - June 4, 2017 Networks Utilized: Rock Reach, CHR Reach, Impact Plus Stations/Markets: 250 Stations in 119 markets Companion Ad: Find Local Store CTA

Source: NextRadio May 2017 campaign for The Home Depot

AVG DAILY STORE VISITS 19% HIGHER

Among those exposed to NextRadio campaign Average Daily Dealership Visits

Not Exposed Visited Dealership Exposed Visited Dealership % Store Lift

1.9 2.3 18.8%

Source: NextRadio May 2017 campaign for The Home Depot

AUTO BRAND SUMMER 2017

NextRadio Campaign Campaign Dates: June 26 - July 16, 2017 Stations/Markets: 26 stations in 12 markets Companion Ad: Find Local Store, Visit Web Site CTAs

A U T O

Source: NextRadio May 2017 campaign for Auto Brand

AVG DAILY STORE VISITS 25% HIGHER

Among those exposed to NextRadio campaign Average Daily Dealership Visits

Not Exposed Visited Dealership Exposed Visited Dealership % Store Lift

1.6 2.0 25.4%

A U T O

Source: NextRadio May 2017 campaign for Auto Brand

* Based on listener home location

Source: NextRadio May 2017 campaign for Auto Brand

AUTO BRAND Q3 2017

Campaign Listeners

TOP BEHAVIORS

11% PI New Auto Next 6 Months 24% Children in Household 10% Owns Home Median Housing Value: 29% $301-$500K 9% $501-$999K

DEMOGRAPHICS

56% Male 36% 35-54 Years Ethnicity: 55% Hispanic 27% Caucasian/other 22% Bachelor or Graduate Degree

Dealership Locations In-Store Visits Home Location Hot Zips*

90001 90003 90280 90017 90011 90022 90037 91343 90057 *Based on listener home location

Campaign listeners look like:

A U T O

LISTENER INTELLIGENCE

• Portal providing

insights into radio listeners and listening

• trends. Sources:

NextRadio App, Branded Streaming Apps, Automotive Partners

• Supplemental data to

vet against other sources of information

• r use where listening

data is slow/difficult to come by

• Performance metrics

for stations and

• verall market
• Demographics, listener

location and “hot zips”

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TO IMAGINE, YOU HAVE TO RETHINK THE ROLE OF DATA ATTRIBUTION IN YOUR LINE OF BUSINESS