innovation in radio attribution - borrell associates murphy… · entercom is a leading american...
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Entercom is a Leading American Media and Entertainment Company
America’s #1 creator of live, original, local audio content
Unrivaled leader in news and sports radio
112 million monthly listeners; one of US’s two largest radio broadcasters1
235+ radio stations; covering nearly 90% of top 50 U.S. markets2
Premier digital platforms and live events
2nd largest US podcast company, behind NPR
#1 or #2 in virtually all music formats
31. Nielsen NRD Spring 2017, 4 week cume model based on unified panel
2. Nielsen Radio Market Survey, Fall 2016, Persons +12 Population % Coverage of Top 50 Metro 12+ Pop
Entercom NationalBroadcast Reach
4
Denver
Seattle
Portland
Palm Springs
Minneapolis
Wichita
New Orleans
Madison
Milwaukee
Chicago
Kansas City
Memphis
Dallas
Austin Gainesville
Orlando
Detroit
Rochester
New York City
Philadelphia
Baltimore
Washington, D.C.
Norfolk
Wilkes-Barre
Greensboro
Greenville
Atlanta
Cleveland
Worcester
Hartford
Bos ton
Providence
Springfield
Buffalo
Pittsburgh
Miami
Sacramento
San Francisco
Las VegasLos Angeles
PhoenixSan Diego
Riverside
Houston
Indianapolis
St. Louis
CharlotteChattanooga
Richmond
Monthly Listeners
We are the 2nd largest
Radio group in the country
with 240+ stations in 48 markets
Nielsen NRD Spring 2017 P12+, 4 week cume model based on unified panel
112Million
EngagementAmplified Across Platforms
5
112 MillionMonthly Listener Reach
Nielsen Cume1
20 MillionMonthly
Facebook Followers 2
69 MillionMonthly Downloads
Podcasts 3
1. Nielsen NRD Spring 2017 P12+, 4 week cume model based on unified panel ; 2. Sprinklr, Jan ’18; 3. Art19 2017, Podtrac 2017, adswizz 2017;
4. Google Analytics ‘17 yearly average
36 MillionMonthly
Uniques on our Websites4
The TJ ShowJeff & Jenn
Big Tigger / Greg Street
Boomer Esiason Kevin & Bean
BJ & Jamie
Sarah & Vinnie Mike & Amy
The Men’s Room
Kirk & Callahan
We entertain millionswith our personalities and shows, daily.
6
“Riveting podcast gold…”
Jeremy Potter,
What Really Happened?
Top Podcast Pick:
Origins
with James Andrew MillerBased on 450 ratings
Cadence13 creates and distributes premium podcasts that feature the most influential voices in business, comedy, health, politics, pop culture, tech, sports and true crime.
8
Taste of Local:
Bourbon & Bacon Fest
Woofstock
Kids Love & Family Expo
6,000+
5.5 Million
2.5 MillionTickets sold
Attendees
Events a year
Providing Unique Experiences, Cultural Connection, Community
Leading Creator of Live, Original Events
Source: 2018 company calculation and proprietary data
Big Shows & Big Stars:
We Can Survive
Riptide Music Festival
The Night Before
RockFest
Jingle Bash
Independence Jam
Summer Bash
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Unique Fan Experiences:
Stars & Strings
FanFest
Fantasy Football
Wing Bowl
RedBull Sound Space
GE2 Gaming Summit
With performances by:
Alessia Cara
Coldplay
Pink
Ed Sheeran
Kesha
Lorde
The Lumineers
Imagine Dragons
Dave Matthews Band
Brad Paisley
Florida Georgia Line
One Source for 360 Integrated Marketing Solutions
Create Activate Distribute Socialize
customized and
localized content
& experiential
capabilities
Turn-key
production &
execution of all
program elements
Content in context
across Entercom
platforms, client
channels and
online
End-to-end
distribution via
talent & our own
social media
channels
10
Creates Powerful, Engaging, Loved, Shared Custom Content Solutions
Altitude is our national integrated marketing solutions groupcreatescustom content solutions across video, audio, social extensions and live events giving our local audiences more reasons to listen, experience and engage.
Entercom Altitude
Nielsen NRD Spring 2017, 4 week cume model based on unified panel
Our Custom Created Content yielded tens of millions of completed TrueViews with content anchored on our Local YouTube Channels
High Impact Media including mobile and email drove over 3X the industry standard on CTR for our custom program
Nearly 100 Million engaging social posts were served using our station, DJ and talent voices to drive engagement
Unique talent-rich custom audio solutions filling our airways and podcasts with millions of impressions and GRP's
30+ live music/concert event brand executions enhancing the experience for both attendees and the brand alike
Harnessing the power of our total offering
Smart Reach Digital
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Smart Reach Digital is our local and regional digital agency. We develop and execute total web strategy for local, multi-location, and franchise organizations. From social media management to email marketing and search, we have your digital advertising covered with our full suite of custom solutions
Strategy: Shifting Digital Only Sellers To Integrated Sellers
Result: 500 net new clients that in addition to buying digital, purchased almost $2million in radio
Growth: Clients who shifted from Radio Only to Radio + Digital, now purchase 14% more RADIO
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This is almost everything wrong in advertising in a paragraph. That we can show ads that really don’t work very well, work, threatening ads we know have always worked well, but we can’t measure. It’s nuts.
Tom Goodwin @tomfgoodwin • Feb 23
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Albert Einstein
Not everything that can be counted counts.Not everything that counts can be counted.
Westwood One
ROI GuaranteeThe first in the audio space
to guarantee sales results
Westwood One guarantees a positive return on AM/FM radio advertising:
• Right consumer: Westwood One willbuild a media campaign to target ideal consumers with sufficient reach and communication duration for your purchase cycle
• Right message: As half of ROI is due to creative, Westwood One will pre-test the creative executions to ensure strong performance
• Prove impact: A Nielsen ROI study will measure campaign sales impact
• Guaranteed: If ROI is not positive, Westwood One will run no cost supplemental media weight to deliver the guaranteed ROI
Strong Creative & Reach Drives Sales
Source: Nielsen Catalina Solutions, nearly 500 CPG campaigns that ran in 2016 and 2017 on all major media platforms
Nielsen study of
500 advertising
campaigns
and elements that
contribute to sales 2%
5%
9%
15%
22%
47%
Context
Recency
Targeting
Brand
Reach
Creative
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Westwood One utilizes a nationally
representative panel of consumers for
audio creative testing
• Listeners are asked to rate ads on a series of
criteria, then scores are compared with
national norms
• We test for likeability, memorability, relevance,
and engagement
• Ad recall and intention to purchase is also
tested as well as the ad’s association with
specific emotional descriptors, ie. funny,
motivating, or informative
Westwood One
Creative TestingWe partner with industry leaders
to provide valuable insights on
what makes creative effective
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EXPOSEDto the radio campaign
UNEXPOSEDto the radio campaign
Unexposed Exposed
Analysis
MATCHEDAUDIENCE
Methodology
Nielsen Sales Effect Study
• Sales/spend lift
• Buyer penetration
• Transaction/trips per buyer
• $ per transaction
• $ per buyer
• Share of category
• Incremental sales return per advertising dollar
Nielsen does a household match on
the address level using Portable
People Meter panel data and
credit/debit or shopper card
purchase behavior
Nielsen measures the
sales impact of the two
groups
Audience is broken into
groups based on Media
Monitors ad occurrence
Step 1 Step 2 Step 3
Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17,
exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059
Personal care brand sees
$12in return on advertising spend for
every $1 spent in AM/FM radio
• NextRadio powers the data behind the DialReport
• The ONLY mobile app that tracks overall the air radio listeners’ location and usage for broadcasters and advertisers
• The NextRadio app provides the near-real-time data for broadcast radio
• We capture and deliver the only 1st-party radio advertising measurement data -DialReport
• DialReport campaign performance and listener intelligence – top days, day parts, formats, songs, markets, zips, demographics, behaviors, reach, store visits, store lift
NextRadio turns FM chip-enabled smartphones into radios
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NEXTRADIO
Source: NextRadio 2017 campaign for Auto Brand
Campaign Dates:
June 26 – September 25, 2017 (13 weeks)
Stations/Markets:
5 stations in 1 market
Formats included:
Adult Hits, Oldies, Rock, Soft R&B, Top 40
Dealership locations:
23 dealerships
Auto Brand Dealerships Q3 2017
Radio Advertising Campaign
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NEXTRADIO
Source: NextRadio 2017 campaign for Auto Brand
4.8%of those
exposed made
in-store visits
8.5%of audience
heard the ad
Auto Brand Q3 2017
246,435(NextRadio census: 769 – 8.5%)
11,857(NextRadio census: 37 – 4.8%)
2,904,664Total Audience*
(NextRadio census: 9,064)
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Campaign Total Reach**
Customers Visited Locations†
NEXTRADIO
Campaign reached almost one-tenth of potential NextRadio audience
* Projected P12+ total radio reach based on campaign parameters
** Projected radio users who heard the auto campaign
† Projected radio users combined with dealership location data
Benchmarks based on previous spot radio campaigns across various industries including: QSR, Restaurants, Retail, Home
Improvements, Government, Appliances, Hotels & Motels, Insurance, Jewelers, Security, Financial, Telecommunications,
Television-Cable, Wireless Communications.
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Source: NextRadio 2017 campaign for Auto Brand
Auto Brand Q3 2017
1.23
2.08
Unexposed Exposed
In-Store Lift
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Average daily
dealership visits*
+69.8%
NEXTRADIO
26* Based on listener home location
Source: NextRadio 2017 campaign for Auto Brand
TOP BEHAVIORS
1– PI New Auto Next 6 Months
2– Children in Household
3– 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:
Auto Brand Q3 2017
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NEXTRADIO
Campaign Listeners
Entercom partnered with Analytic Owl, a trusted
research and attribution company, to create a proprietary
tool that tracks and quantifies the incremental number of
consumers who visit an advertiser’s website within an
8 minute attribution window of a commercial airing.
Entercom Audience Analytics is an effective tool to:
• Prove that advertiser’s radio commercial drives search
• Rank most effective creative
• Share most effective dayparts and stations
• Show overall % lift attributed to radio campaign
• Gain efficiencies with TV and Radio
27Entercom Audience Analytics 2018
Categories:
Major categories including healthcare,
Restaurant, Finance, Auto, Retail, Home
Improvement, Entertainment, etc.
Average % lift in web traffic:
+4-6% and above
1900+Advertisers connected to date
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Entercom Audience Analytics is a tracking and attribution model created by advertisers to answer one simple question: How Do I Know That Radio Works?
Actionable Data Insights empower Advertisers, for the first time, with the tools necessary to optimize impact and improve ROI for Radio Campaigns.
Get to know your audience(s) and understand what motivates them to take action, and when they are most likely to do so.
How It Works:
• Match time-stamped post log data to
corresponding spikes in web traffic
• Post Logs imported automatically from
Entercom
• Web data imported via safe, secure API feed
from Advertiser’s Website Analytics
Data Insights to Answer Key Questions:
• Did the campaign make an impact?
• Which Creative(s) drove the most visits?
• What Daypart was most effective?
• Which offer(s) or value propositions motivated user response?
Case Study: Spot Hero– Chicago
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Select Advertiser Creative Analytics Radio Schedule Web Analytics Ad Report
Creative Analytics:
Ranks most
effective creative
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Case Study: Spot Hero– Chicago
Select Advertiser Creative Analytics Radio Schedule Web Analytics Ad Report
Web Analytics:
Shows overall %
lift attributed to
Radio campaign,
total radio visits
attributed to Radio
and % of new
visitors
San Francisco Zoo
• We introduced the Analytics tool to the
CEO whom then greenlighted a 6 figure
spend from May-December of 2017 as she
now had a tool to show the Board of
Directors how effective radio is.
• In December we added digital for another
6 figures.
• In the beginning of 2018 due to the May
through December Analytics she
committed to spending additional dollars,
and 100% share!”
Results of an Advertiser
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Transforming Vehicle Infotainment Data into Media Insights & Advertising Currency
In-Vehicle Media Measurement & Monetization
Audio Data From Connected Vehicle
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Connectivity
• Getting data out of vehicles requires embedded cellular modem
• 12+ Million vehicles on the road today with an embedded modem
• By 2020 95% of all cars sold (17 Million vehicles sold each year) will have embedded modem
Data
• Key on - time stamp/GPS location
• Every minute – unique ID, time stamp/GPS location/Source (AM/FM/HD, Satellite radio, CD, Bluetooth streaming, USB
connected, volume level)
• Key off – time stamp/GPS location (all data logged transmitted at key off)
• Note: most systems have ability to collect on an event basis (every change to infotainment system logged) rather than
reporting just every minute
Analytics
• Cross channel audience measurement – each source
• High level insights into vehicles accessing audio source
• Time spent listening to source (station, channel, etc.)
• Ad attribution – vehicle heard an ad/did vehicle visit store
Methodology
• Data is collected directly from over 30,000 vehicle
infotainment systems
• Data collection starts with “key on” and continues
every 60 seconds until “key off”
Vehicles
• Model years 2015-2017
• Spanning 29 models
• Subcompact, Compact, Mid-Size, Full-Size, SUV,
EV, Luxury and Sport categories
Overview
• The vehicle infotainment system provides
station, volume and listening data to the
embedded modem via the connection buss
• The GPS device provides vehicle location
data to the embedded modem
• An embedded modem is basically a ‘built-in’
cell phone that the car uses to send and
receive data
How Does It Work
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GPS
Embedded
Modem
Connection
Buss
Data is collected directly from
participating vehicles and
sent to DTM every 60 seconds
Campaign Station Breakout
226 Ad Plays
264,753 Unique Cars
805,231 Exposures
248 Ad Plays
229,648 Unique Cars
570,756 Exposures
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Aug 23 Sep 24
39
54K Unique Exposed Visits
490K Unique Exposed Cars
12%Conversion Rate
Radio Driven Results - Higher Conversion Rate
Aug 23 Sep 24
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Marc Pritchard, Proctor & Gamble
Marketers are now saying we need to go layers deeper into exactly what we are getting. Is it producing the outcome that we want, how much can we strip out? We want mass reach with precision, which seems like an oxymoron but it’s exactly right.”