Reaching Cord Cutters Through

Erika Fields Senior Manager @e_fields The State of Streaming Media

What does this new audio landscape look like then? Traditional Listening Is on the Decline Streaming Media Is Increasing Because...

+ Between 2007 and 2017, there’s been a 34% decrease in the average daily time spent listening to the radio.

+ Many major radio stations have up to 10 ads (~12–22 minutes of ads per hour) within a break—neither is beneficial to the listener nor the advertiser.

+ Radio’s audience is aging—half of listening is by those who are 52 years and older.

+ is currently installed in 1/3 of cars in the US and comes with 75% of new cars.

+ Lower budget requirements on streaming platforms = less of a barrier of entry for higher marketers. Your Streaming Media Cheat Sheet Pandora, , and Platforms Overview

+ 120 million listeners in + 140 million global + 1 in 4 watch the US listeners Hulu every day

+ 90% of users use free + All ads get 100% share + Ads range from 5 seconds version of Pandora of voice to a full minute

+ Ads are 15 or 30 seconds + Ads are 15 or 30 + All ads are 100% seconds unskippable + Less than 4 minutes of ads per hour + Target first-party data + Ad space sells out fast— and behavioral book at least 1 quarter in + 2,000+ audience segments advance segments to choose from + Audience Retargeting + Advanced targeting available ensures ads are reaching + List targeting available the right person at the + List targeting available right time

Pro tip: Pandora and Spotify will produce your audio file free of charge! Platforms Targeting Breakdown

2,000+ audience segments First-party data and Advanced targeting ensures to choose from: behavioral segments: ads are reaching the right person at the right time: + Age + Age + Gender + Gender + Age + Geography + Geography + Gender + Education level + Education level + Geography + Household income + Household income + Education level + Ethnicity + Parent status + Financial data Retargeting those who have + Interest in certain previously engaged a past types of education Spotify campaign opportunities (e.g., distance learning) List targeting = $75,000 campaign spend List targeting = a list of 10 million emails Pandora & Spotify Ad Best Practices

Example Script: “For nearly 200 years, [UNIVERSITY + Include a clear call to action. NAME] has been developing leaders in business, + Be clear and stay on message. government, and the military. Whether you’re looking to + Keep the message focused and advance in your current line of work or pursue a whole simple. new career, [UNIVERSITY NAME] offers bachelor’s + Get to the point. programs that are flexible enough to fit your schedule, + Keep a consistent tone and tempo. connecting you with peers and a faculty of working + Create a personalized message to professionals who are experts in their fields. Click the your audience. banner image for more information, and apply today!” (Word count: 73)

Pro tip #1: Keep your script between 55–70 words so the ad flows at a reasonable listening pace.

Pro tip #2: Include language about “tapping ” or “clicking the image” so users streaming on their desktop/mobile devices take action at that very moment. Case Study: Moravian College

Goal: Build awareness about their new Speech-Language Pathology graduate program, launching in 2019

Target audience: Prospective graduate students

Tactic: Spotify, using a 30-second audio ad and companion image Case Study: Moravian College

Results: In just one month, Moravian was able to:

+ Served over 230,000 ads + Reached over 118,000 new prospective students + Had a CTR double Spotify’s benchmark + Launched follow-up campaign to announce that applications were open Case Study: University of Cincinnati

Goal: Build awareness about their undergraduate programs

Target audience: Prospective undergraduate students

Tactic: Spotify, using a 30-second audio ad and companion image Case Study: University of Cincinnati

Results: Throughout this two-month campaign, University of Cincinnati was able to:

+ Served over 500,000 ads + Reached over 250,000 new prospective students + Had a CTR above Spotify’s benchmark Hulu Ad Product Offerings

+ Ad Selector: Allows the user to control their ad experience by presenting two or three options. Once a selection is made, the user will be presented with the commercial of their choice. If no selection is made after a few moments, an ad creative will play automatically.

+ Slate: Is a custom branded title card that appears before a video creative at the beginning of a show. The advertiser’s brand logo is shown on a 5–7-second animated screen with standard “presented by” intro text and Hulu-provided voice-over audio.

+ Video Commercial: Your video creative will be placed into any one of Hulu’s standard long-form content commercial breaks.

Viewer Video ad watches Impressions served 100% of recorded the ad

Unskippable ads 3rd party verified 100% completion Case Study: University of Northern Iowa

Goal: Build awareness about their undergraduate programs

Target audience: Prospective undergraduate students and their parents

Tactic: Hulu, using a 30-second video commercial and the Slate format Case Study: University of Northern Iowa

Results: For the student audience:

+ 98% video completion rate + Nearly 430,000 video views + Had a CTR than 4x Hulu’s benchmark

For the parent audience:

+ 98% video completion rate + More than 345,000 video views + Had a CTR nearly double Hulu’s benchmark Advertising Podcast Listeners Are Transforming How Audio Is Consumed

All Listeners:

Podcast Listeners: How Does Podcast Advertising Work?

+ Listenership is exploding: More than 73 million Americans listen to every month (up over 30% since 2016).

+ Reach new customers: 44% of podcast listeners are 18–35, the most difficult-to-market segment for advertisers to reach. They’re cord cutters, and 70% subscribe to premium ad-free services like and Spotify.

+ The ads are read by the host: Nothing is pre-recorded—you’ll provide a script to the podcast host to read.

+ There are 1,500+ podcasts available to run advertising on—you don’t add any additional targeting other than choosing your geos (state or DMA*). * Because of limited listeners on many podcasts, most campaigns need to be run at the state level. Podcast Example

Example Script: “At [SCHOOL NAME], our online programs are shaped by a commitment to creating a better future. And with multiple undergraduate, graduate, and certificate programs to choose from, you can define what that future looks like—and earn the same academically rigorous degree you’d get on our campus, all with the flexibility to fit your life.

We know you’re ready to lead with us. Pursue your goals—and a better world—at [SCHOOL NAME]. Visit [SCHOOL ] to learn more.” (Word count: 77)

Pro tip: Make sure to use a custom vanity URL for your podcast advertising → Users won’t have a way to click onto your website, so they will need to type the website address into their brower. OTT Advertising What is OTT & Connected TV?

+ OTT (‘Over the Top’): Video content that is being streamed directly through the on a laptop, , tablet, or connected TV. Doesn’t require users to subscribe to traditional cable.

+ CTV (‘Connected TV’): A device that has a built-in connection to the internet or a television that is paired with a device that is connected to the internet, like Apple TV or a . The 1-2-3 of OTT

Get Internet Connection Choose Streaming Pick Content Enabled Device Challenges of Higher OTT Adoption Rates

Top 3 concerns for advertisers around OTT advertising: Why OTT Viewing Matters

Of all U.S. 200 OTT and CTV 71% households users use OTT million 1x/month

OTT share of Of all 15% all video 80% long-form delivery streaming is on a TV OTT Advertising

+ OTT ads can be shown before, during, or after watching the OTT video content that the viewer has selected to watch.

+ OTT video ads are displayed full-screen and are non-skippable.

+ There are hyper audience targeting options available. OTT Targeting Options

Audience targeting puts your message in front of the right person at the right time.

BEHAVIORAL DEMOGRAPHIC DEVICE TARGETING TARGETING TARGETING Targets your audience by Identify an audience Target any demographic, device, operating system, based on relevant such as gender, age, and even their connection interests and online ethnicity, education level, . browsing behavior income, and more.

OTT RETARGETING CONTEXTUAL GEOGRAPHIC Serves ads to prospects TARGETING TARGETING who visited your website, Reach an audience that Serve ads by state, DMA, or even searched for you is consuming media or zip. on search engines like contextually relevant to Google. your campaign. Up-and-Coming Features What’s in the Pipeline?

+ Hulu: Static Display ads as an advertising option—great for those who don’t have video assets. + Spotify: Self-service platform continues to offer more sophisticated targeting. + Spotify: Conversion tracking is in the early stages of testing—and we’ve been part of it! + Pandora bought SoundCloud, expanding their overall audience—more younger teens. + Pandora and Spotify continue to add more podcasts to their platforms—currently limited in offerings, but this will only continue to grow. + Podcasts are starting to test “dynamically inserted ads,” so the publisher can switch out the ad whenever a listener the podcast file.