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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2008
RA DIO PIMPMYRADIO This year at Cannes, Commercial Radio Australia took part in a seminar about innovation in radio advertising. Eardrum director, Ralph van Dijk was one of the speakers. Here he talks about advertising opportunities for multi-platform radio. Even the trusty 30sec spot will get a digital makeo ver , as the new screen will mean disclaimers, Ts and Cs a nd phone numbers can be seen and not heard. So by simply saying ‘check screen for details’, the ad itself i s freed from forgettable facts and f igures and can concen- trate on the emotional benefits. There i s also talk of a ‘tagging’ feature, which will enable the listen- er to press a button whenever they hear a s ong, interview or ad they want to refer to later. Links to these tagged items will then be emailed to you to follow up at your leisure. Then there’s the opportunity for adver tisers to run geographically targeted campaigns, where the dis- play on your radio will show the nearest location o f the advertiser. And while we’re at it, why not store your profile on the radio and only receive ads that specifically target your interests? But now we’re getting silly. The first step i s get to grips with radio’s extra data stream. The first generation digital radios will allow advertisers to show up to 5 slides per 3 0sec. This will not develop into moving images, but it’ll be use- ful for company logos, pack shots and to see stills of the DJ or artist you’re list ening to (sorry fans of Chris de Burgh). But perhaps the most juicy oppor- tunity pr es ented by Rad io 2.0 (whatever that means) is integra- tion. Many people don’t realize that Procter & Gamble set up their own branded content subsidiary. OK it was in 1940 and they made radio soap operas, but they were on to something. Next year, Australia’s r adio sta- tions will be using their extra spec- trum to c reate new digital-only for- mats , whi ch wi ll t ar get mor e def ined audiences. For example, weekend sports shows, simulcasted concert s, special interest mus ic shows e tc. Because programmers will be slightly less precious about these ‘sub-brands’, advertisers will be able to get more involved in the content. An extreme example of this is the Ralph van Dijk: “I was in the UK when digital radio launched, and as a listener it was brilliant. More niche stations, fewer ads and a pause, rewind and record button to boot. Advertisers took a little longer to tune in, but now Eardrum’s branded content division is regularly producing programs, advertorials and visual content which support on-air schedules. SEPTEM BER/OC TO BER 2008 A$6 i nc GST | NZ$ 9.95 inc GST THE DAYS OF FIGHTING THE SUITS to ge t longer length rad io ad s are numbered. Soon we’ll n ot on ly be able to put cumbersome Ts and Cs on a r adio screen, bra nds will b e able to ta ke o ver a station f or an entire weekend. Just imagine wh at you could do with all that ….time. Multi-platform r adio means mul- Sirens Special Edition: The best radiofrom Australia and around the world This month’s CB cover was designed by the winners of the 2008 Gold Siren and Silver Lion at Cannes - Paul Reardon and Julian Schreiber from Clemenger BBDO, Melbourne. Aaron Foster was the retoucher/photographer. 20 CAMP AI GN B RIEF tiple opportunities for advertisers. Many are already ca pitalizing o n the success Australian stations have had i n ex ten ding t heir br ands online and the improved interaction with listeners through mobiles. When digital radio launches next year, a whole new range of bells and whistles will be available to ad ver- tisers. I was in the UK when digital radio launched, and as a li stener i t was brilliant. More niche stations and a pause, rewind and record button to boot. Advertisers took a little longer to tune in, but no w E ardrum’s branded content division is regular- ly producing programs, advertorials and v isual content which s upport on-air schedules. Australian digital radio will benefit from improved technology and the mistakes made in other markets, so I expect digital to take off much faster. Soon, advertisers will have at their disposal on line, on demand, on scr een, podcasts, station site banner a ds, mobile t ext, on e-off digital broadcasts, ad ver torials, podvertorials, blinks, sponsorshi ps, takeovers and pre-roll online video. HD statio n th at Clear Channel rec entl y ‘sold ’ to the US t elco, Verizon. V-Cast as it’s called, plays new adult contemporary music and the only advertising is in the form of 10second station messages. They usually promote downloading ring tones or music from the Verizon website. The great thing about these new branded content o pportunities is that they’re cheap. Unlike TV, pro- duction costs are very low on radio and the majority of the budget can go toward getting the best talent to write and perform it. But don’t panic, this is an evolu- tion not a revolution. Listeners and advertisers will continue to use the medium for the same reasons they always have done. The difference is, radio is about to become more tar- geted, more f lexible and heard on more devices. Embrace i t and all that it offers, remember fortune favours the brave. SEP T E MBE R/OCT OB E R 2 0 08 Print Post PP 637378/00005
Awards Dec 2008