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 5
As an Industry, we need to shift from time bought on radio to the higher value of our audience’s attention. 6
CHALLENGES SELLING RADIO TODAY 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
HOW DO WE GET THERE? 8
HOW DO WE GET THERE? WITH DATA TO PROVE ROI THE OUTCOME: Radio could shift to less commercials with higher value-based pricing 9
BRANDS ARE ASKING FOR DATA ATTRIBUTION
We are on a journey together to grow share of ad dollars 11
How are we helping change the perception and dialogue around radio to earn share? 12
OUR EVOLUTION MOBI BILE LE + + AUTOMOTIVE VE Adding in-car listening and vehicle location to MOBI BILE LE data attribution while supporting automaker Providing requirements for data broadcasters/agencies/ monetization brands with data on radio listening, behaviors, interactions Providing consumers and exposures with live, local over- the-air FM radio and The back-end streaming on their engineering system that smartphones feeds stations’ content to NextRadio and non- NextRadio applications/automobil es
YOU CAN REACT ON A DAILY BASIS TO DIRECTLY AFFECT YOUR NET OUTCOME OF A QUARTERLY Near Real-Time Market Insights RATING PERIOD Demographic Profile of Listeners Insights on Days and Dayparts Performance 14
END-TO-END PLATFORM FOR RADIO CONTENT - MEASUREMENT – DATA ATTRIBUTION 3 rd Party Data Device/Registration Broadcaster TagStation Dial Report Google ID/Apple ID is Data from our Radio station Station broadcast data Data from all of registered when NextRadio industry-leading play out systems is sent to the cloud these sources is app opens for the first time. partners below is are directly service for delivery of combined for The following is captured matched using device connected to … accurate play out unparalleled continuously and written to ID or derived home content including: metrics and the database: location: insights that Music events ACXIOM, Device info allow you to Non-music EXPERIAN, deliver on KPIs Listening info events NINTH DECIMAL and Data Location data – Behavioral and Attribution. Commercial demographic Impressions spots data Visual impressions Campaigns AUTO DATA – Favorites Radio usage and Newsfeed actions location
FULL RADIO INDUSTRY SUPPORT RADIO GROUP PARTNERS
The only large sample platform that can prove radio’s ability to drive consumers to local stores.
WHY IT’S BETTER Rich audio/visual experience Keeps you moving instead of searching AUTO Browse stations with NextRadio’s Live Guide™ WHY IT’S SAFE In the Auto as an Logos or album art makes App or Embedded finding content much easier with Xperi Discover all your local stations by Partnership 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
2018 BUILD Launch App with JVC and MOBILE BILE + + AUTO Kenwood Brands AUTOMOTIVE TIVE Add 3 Auto OEMs directly or Adding in-car listening and ROADMAP through Tier 1s vehicle location to data attribution while supporting Test Reports with Data automaker requirements for data monetization Providers Build, Launch, 2019 LAUNCH Commercialize 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 MEASURES KPIs & ROI OF RADIO: DIAL REPORT CAMPAIGN MEASUREMENT Campaign details Days Dayparts Formats Markets Creative That perform That perform That perform That perform That perform best best best best best Delivering radio Demographic performance data in a profile & Demographic Profile Audience Behaviors near-real time digital age, ethnicity, income, Home owners, auto owners, DIY, behaviors format to prove radio education, gender QSR, etc.- 250+ and growing ROI and allow you to confidentially target Consumer future buys. 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 Exposed % Store Lift Visited Dealership Visited Dealership 1.9 2.3 18.8% Source: NextRadio May 2017 campaign for The Home Depot
AUTO BRAND SUMMER 2017 NextRadio Campaign A U T O Campaign Dates: June 26 - July 16, 2017 Stations/Markets: 26 stations in 12 markets Companion Ad: Find Local Store, Visit Web Site CTAs Source: NextRadio May 2017 campaign for Auto Brand
AVG DAILY STORE VISITS 25% HIGHER Among those exposed to NextRadio campaign A U T O Average Daily Dealership Visits Not Exposed Exposed % Store Lift Visited Dealership Visited Dealership 1.6 2.0 25.4% Source: NextRadio May 2017 campaign for Auto Brand
AUTO BRAND Q3 2017 Campaign Listeners Campaign listeners look like: TOP BEHAVIORS DEMOGRAPHICS 56% Male 11% PI New Auto Next 6 Months 36% 35-54 Years 24% Children in Ethnicity: Household 55% Hispanic 27% Caucasian/other 10% Owns Home 22% Bachelor or Median Housing Value: Graduate Degree 29% $301-$500K 9% $501-$999K Hot Zips* 90001 90003 Dealership Locations 90280 90017 In-Store Visits A U T 90011 90022 O Home Location 90037 91343 90057 *Based on listener home location * Based on listener home location Source: NextRadio May 2017 campaign for Auto Brand
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 or use where listening data is slow/difficult to come by • Performance metrics for stations and overall market • Demographics, listener location and “hot zips”
TO IMAGINE, YOU HAVE TO RETHINK THE ROLE OF DATA ATTRIBUTION IN YOUR LINE OF BUSINESS 28
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