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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2007
RAD IO Australiagets ready for digitalradio AUSTRALIA SWITCHED ON its f irst DAB+ test broadcast in Sydney in July – the first fully compliant, high- power broadcast of DAB+ technol- ogy in the world. Over the next few months, commercial b roadcasters will be switching o n more DAB+ stations to t est broadca st qu ali ty over various bit rates in preparation for commercia l rollout in Ja nuary 2009. They are also working on the development of slide show and elec- tronic program guide technology. Peak industry b ody Commercial With just over a year to go until digital radio hits the airwaves in Australia’s capital cities, commercial radio broadcasters are getting down to business to ensure the new services hit the market with a bang. Joan Warner (above), chief executive officer, Commercial Radio Australia explains to CB the benefits to advertisers and agencies. Radio Australia has been holding a series of briefings for radio stations, advertisers and retailers around the country to provide information on digita l r adio and dem onstrate the capabilities. “Now that we are getting closer to the one year countdown, interest in digital radio is starting to build and stations are thinking about what this wi ll mean for their listeners and what value it will a dd for advertis- ers,” said Joan Warner, chief execu- tive officer of Commercial Radio Australia. Commercial Radio Au strali a i s planning a marketing campaign for late 2008 to push the take-up of dig- ital radio in Australia when it rolls out in the six capitals f rom January 2009. “The key consumer benefits we will be promoting are c hoice, sound qual ity and the d epth of information you can get with digital radio – we really want to build some excitement around the launch,” says Ms Warner. For more i nfor mation , vis it www.digitalradioaustralia.com.au. For advertisers, digital r adio wil l offer a range of new enhancements to deliver their messages more effec- tively. The rewind feature on digital radio will allow listeners to hit a but- ton to replay a telephone number or website address. Radio ads will also be able to be complemented by text or images about the p roducts on sale. Information such a s price , opening hours, store locations, web site addresses and cont act detai ls can be displayed as text. As r eceiver s be come more d ata BENEFITS FOR ADVER TISERS enabled, advertisers will also be able to broadcast graphics such as an i- Radio listeners’ use of the internet and podcasting •The majority of commercial radio listeners are online either daily or several times a week. Nearly three quarters of commercial radio listeners (76%) are online daily and this figure increases to 85% for young people aged 18-24 y ears. 83% of listeners access the internet at home. •Research shows people in Sydney (35%) and Melbourne (35%) are the biggest fans of podcasting with over a third of Mp3 owners downloading a podcast over the past twelve months. The next most popular market is Brisbane (32%), Adelaide (31%) and Perth (30%). •The vast majority of Mp3 device owners downloading podcasts are between 18-24 years of age (38%) along with the 14-17 year olds (38%); the 25-39 year olds (35%); 40-54 year olds (30%) and the over 55 years (20%). •Mp3 owners are keen listeners of commercial radio. Three qu past 18 months. Mp3 owners are also 4% more likely to listen to com Source: Nielsen Media Research Panorama Fused Metro Survey 4, 2007 (June 06 to May 07) 24 CAM PA I GN B RIE F SE PT E MBE R/OCTOB arters (74%) of Mp3 owners listen to commercial radio and this figure has remained stable for the mercial radio than non-owners. E R 2 007 mat ed b rand l ogo s and pro duct shots, providing a v isual element to enhance the effectiveness of t heir advertising. E-coupons and broad- cast websites will all help radio ads evolve. Content on the broadcast web site can be used to promote the broadcaster or an advertiser and pro- vide interactivity to the consumer. Radio stations are already offering a wide ran ge of ext ra conten t through their websites su ch as hot topics, interviews, images and pod- casts - digital radio wi ll be another platform to distribute this so rt of entertainment. Very importantly, digital radio will remain a f ree to a ir platform, while the increased l istener choices will provide opportunities for advertisers to target very engaged niche audi- ences. The commercial radio indus- try is working with manufacturers of radio receivers, mobile phones and mp3 devices as well as car manufac- turers to make sure digital radio is available on as many different plat- forms as possible for Australians. BENEFITS FOR LISTENERS High quality sound - l isteners will notice an amazing sound upgrade with much less interference. Extra programs - because digital technology is so efficient, radio sta- tions w ill b e able to stre am a udio shows or data on a second channel. This c ould in clu de ext ra s hows bro adcast exclu sively on dig ital radi o s uch as musi c specia ls, extended interviews, comedy high- lights or sports events, giving listen- ers more choice than ever before. Text and data - digital radios have screens that show scrolling or block displays of t ext such as artist and song t itle s, the late st news and weather upda tes, t raffic reports, what ’s coming u p next or vit al emergency information. Pictures - some digital radios will broadcast images. Imagine being able to se e a picture of your favourite artist or view a traffic cam shot to see how the traffic’s flowing. Advertisers will be able to show off the l atest mod el car or other con- sume r produc t bei ng lau nched. Images will provide a richer radio experience and opportunities for content innovation. Easy t o u se - Digital radios are simple to tune. There is no need to remember fr equencies or twiddle dials. Digital radios display stations by n ame , al lowi ng listene rs t o explore the airwaves with the touch of a button. More control – listeners can pause or rewind live radio, or search for progra ms up t o seven days in advance using an electronic pro- gram guide.
November December 2007
July August 2007