Selling Digital Audio Ross Yaeger, Market Enginuity Brett Robinson, NPM Jim Lally, New York Public Radio Chris Barch, WMFE

Definitions Digital audio - audio content distributed for listening using the internet

Streaming audio - unending audio content listened to in real time. Frequently, a digital rebroadcast of an on-air station

Podcast - a downloadable audio file that can be saved to a computer or mobile device for later listening. Usually part of a themed series

On-demand - audio content, usually part of a themed series, listened to in real time. Files are not saved by the listener

App - typically a small, specialized program running on mobile devices designed to fulfill a particular purpose

Digital Audio Ad Units Pre-roll - sponsor message inserted prior to audio content, typically 15-seconds in length

Mid-roll - sponsor message inserted in the middle of audio content. Usually 15 or 30-seconds

Post-roll – 15-second sponsor message inserted after audio content

Companion - display ad unit that appears in conjunction with an audio ad

Growth of Online Listening In-home ownership of over-the-air radio receivers down 17% since 2008

Smartphone ownership reaches 76%

Online Radio Streaming 50% of consumers listen weekly: +6% since 2015 15% of total listening time

Podcast listening on the rise 13% listen weekly: +3% since 2015 2% of total listening time Weekly consumer average 5 podcasts per week

Source: The Infinite Dial 2016, Edison Research, Triton Digital

2016 Live Streaming Growth Live Streaming Hours +14% public media +15% commercial

Public Media News Streams +15% listening hours

+10% cume

Public Media Music Streams +13% listening hours

+ 3% cume

Source: NPR Digital Services, 2016

Framing our discussion: The Facts Growth and awareness - more awareness and comfortable with digital audio will be a continuing trend

Technology - evolving fast, making the consumer experience more enjoyable and accessible

Mobile - Increases in device adoption and usage

Framing our discussion: The Facts

Competitive Landscape – Pandora, Spotify and others dominate digital audio listening

Pandora = 82% brand awareness

Podcasting downloads - Fragmented across platforms Apple dominates

Business Opportunity - Increased interest in digital audio ads and growth in impressions

Create exciting opportunities

Panelists

BRETT  ROBINSON  Director,  Ad  Opera/ons  NPM  BRobinson@npr.org  

JIM  LALLY  Senior  Director  Na/onal  Sponsorship  New  York  Public  Radio  jlally@wnyc.org  

CHRIS  BARCH  Director  of  Corporate  Marke/ng  WMFE/Orlando  cbarch@wmfe.org  

ROSS  YAEGER  Director  of  Digital  Market  Enginuity  ross@marketenginuity.com  

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Salesforce  

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Trello Boards – Decks, Proposals, Assignments

Trello Boards – Decks, Proposals, Assignments

Questions

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