Egta Insight

egta insight Making data work for radio February 2017 www.egta.com table of contents 5 CHAPTER 1: Data for online audio The Data Management Platform publishers Data collection The importance of data Onboarding A step-by-step approach Storage and organisation: IDs and 6 CHAPTER 2: The opportunity attributes Radio’s range of potential data Cross-device identity touchpoints Audiences (segments) and targeting The data maturity levels of radio Targeting based on third-party data broadcasters in online audio: levelling Targeting and retargeting based on up second-party data partnerships Data maturity levels for radio A strategy to enrich a radio publisher’s publishers: a taxonomy first-party data for better interest- Targeting opportunities opened by data based audience segmentation maturity Lookalike audiences Indicative value of inventory based on Delivering a personalised experience data maturity Buying and selling inventory: SSP and Designing an appropriate data project DSP architecture Case study: Data-driven dynamic 12 CHAPTER 3: Recommendations for creative personalisation - A Million Ads radio publishers to achieve greater Dynamic pricing in digital audio data maturity, maximise inventory Case study: RMS programmatic audio value campaign 14 CHAPTER 4: The data ecosystem for Measurement radio publishers Attribution Classifying data available for radio publishers Business Intelligence tools (BI) Classification based on ownership: first, Case study: Bauer Media Group second and third-party data Interview with Ian Curd, Lotame Declared vs. inferred data Case study: Radionomy and TargetSpot Interest vs. intent data 46 CHAPTER 6: Ensuring compliance Descriptive vs. predictive vs. with the strict new data protection prescriptive analytics rules to come into force in May 2018 Sources of data and data collection Interview with Didier Angelo, TF1 tools Publicité 23 CHAPTER 5: Technologies and 48 CHAPTER 7: Overview of data processes companies and their services Data storage, processing and activation The data warehouse any other digital company – cookies, mobile What questions does this publication help you chapter 01: IDs, geolocation data, data on audio streaming, address? Data for online audio etc. Leveraging these data sources, using an appropriate data architecture, will allow radio This report has been designed to help radio broadcasters, their sales departments and independent publishers publishers to increase the targetability, and audio sales houses to take full advantage of the data available to them. If you are asking yourself the // The importance of hence value, of their inventories and thereby following questions, we hope you will find inspiration within its pages: bring in incremental revenues. data // A step-by-step For advertisers, data-driven marketing is already approach What sources happening. While not every brand requires How can greater of data can I, as a radio granular targeting, for many – airlines and Taking audio advertising to the next level firstly data maturity lead publisher, leverage financial services, for example – it is essential. to enhanced targeting requires the development of an overarching data to achieve higher value for Data-driven marketing is not only about precise capabilities? system that allows all audience interactions my audio inventory? How can I targeting, it also means more data available for – both online and offline – to be leveraged. improve my tracking and analysis, which is very valuable Mastering this valuable first-party data is the data maturity? even for mass market campaigns. cornerstone upon which more advanced data On the one hand, media that can provide reach integration may be built. At the basic level, this that is not supported by rich data will struggle to includes the use of smart audio players that How should compete in the digital field. On the other hand, comply with the latest technical standards and I go about media that deliver targeting without reach will the collection of a range of machine-generated designing data. It requires the integration of data from a data What technologies also find it difficult to achieve relevance in an the publisher’s CRM systems, competitions, project? can be used, and who environment dominated by companies that can are my relevant offer marketers both reach and data. Google, marketing activities and other audience technology partners? Facebook and – in the audio space – Spotify and touchpoints, and it may involve the use of a Pandora now have that capability. registration system to identify listeners. Herein lies the challenge for radio as it At a more mature level, it will require the use What data What value can of data management technologies, such as privacy embraces digital and continues to extend into registration, including data management platforms (DMPs), data implications do I need audio at scale. Radio publishers have a unique single sign-on (SSO) and to consider in opportunity – engaged, loyal audiences, high warehouses and data onboarding platforms, as social login, bring to light of the new General quality content, an advertising product free of well as the ability to use commercially available my business? Data Protection the problems of ad blocking and ad avoidance third-party data sets and second-party data Regulation due so prevalent in digital – but much work needs partnerships to offer better targeting. This to come into force to be done in order to make the most of that in turn opens opportunities to exploit the in May 2018? opportunity and to offer marketers reach and programmatic marketing environment, with a targeting. radio publisher able to open the pipes to new or existing private marketplaces, for example, Many radio broadcasters have some catching and to make audio inventory available to trade up to do before they can truly compete with alongside other digital channels. other players in the digital field. This is more of a business challenge than a technical one, as radio publishers can collect, aggregate and activate the same minimum data sources as Page 4 © Copyright egta 2017. All rights reserved. Page 5 audio streams, a pop music themed website, a chapter 02: broadcast TV station (NRJ 12), a video catch-up figure 01: the opportunity platform (NRJ Play and NRJ 12) and a concert A radio publisher’s many audience touchpoints and events organiser. Fans of the station can // Radio’s range even have an NRJ branded bank card. of potential data Alternatively, a media owner may have a touchpoints number of assets that do not share a common FM/AM brand but that may nonetheless have an DAB+ Radio broadcasters have an increasing range of intersecting audience; listeners to an oldies Call-ins Website touchpoints, some new and others longstanding, radio station may also be readers of a classic with their audiences, each of which can yield car magazine, for example, and if the publisher valuable data. The broadcast signal has long owns and collects data from both these assets Partnerships Audio streams been accompanied by offline connections, it has an opportunity to match data points such as listener call-ins, competitions, song from an individual user across platforms and voting, polls, surveys and newsletters, offering devices and form a unified view of that user. stations a feedback loop through which to better This can significantly enrich the user’s profile understand their listeners. Events Mobile (behavioural data, interests, etc.), allowing the apps As radio’s digital footprint has become near publisher to execute more effective product ubiquitous, these traditional touchpoints have management and marketing and increase the Radio been augmented by websites, social media value of advertising inventory by going beyond publisher presence and tools that allow listeners to traditional silos and offering marketers better Merchan- interact with their station’s brand online and, targeting and retargeting. dising/ Aggregators e-commerce in some cases, affect radio output in real time. This range of potential touchpoints allows Virtually every station’s stream is now available radio broadcasters to compete with the data online, both through broadcasters’ own audio sophistication of any online publisher. The key players and mobile apps and via aggregators place of audio as an advertising format in a Polls & Social surveys media of one kind or another, which offers additional radio station’s inventory actually places the online audio and video advertising inventories medium’s publishers at a distinct advantage, and the possibility to synchronise audio with as audio is a more premium ad space than the Song Newsletters display formats. See figure 1 for an overview of display formats that form the bulk of online voting Competitions radio touchpoints. advertising. Given an appropriate data strategy Stations that belong to wider media groups may and architecture, radio broadcasters can use the sit alongside a stable of television, print and information delivered across these touchpoints other online properties, each of which delivers for managing and improving their on-air content, Online touchpoints its own set of data back to the owner. In some enhancing their marketing and increasing their revenues from online advertising. cases these may share a common brand; for Offline touchpoints example, Bauer Media’s Kerrang! brand in the UK However, the typical level of data maturity in exists as a magazine, a radio station (broadcast radio broadcasters remains relatively low, and on DAB digital radio and streamed live

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