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Jelli now offers "ads only" ad-serving network to radio

Tuesday, September 18, 2012 - 11:15am

"Social radio" platform Jelli today announced a new feature of its service that will enable terrestrial radio to use the Jelli Radio platform as an ad-serving network.

Jelli is the service that "gamifies" broadcast radio by allowing listeners to use its web and mobile interface to influence the music on client radio stations in real time. Now, stations don't even need to carry the traditional Jelli music service. In other words, affiliates can simply engage Jelli for ads only.

Client stations will set up a dedicated Jelli server machine, connect it to the Net, and allocate the amount of inventory they want Jelli to fill. Jelli then can serve the ads for play on-air.

Jelli also announced that it's signed deals with Mapleton Communications and Opus Media Partners, both radio ownership groups, for use of the Jelli Platform.

Hear from Jelli cofounder/CEO Mike Dougherty today at RAIN Summit Dallas on the "Social Radio" panel.

"Pandora and Spotify" part of U.S. online ad market's 2017 surge past TV, predicts Mintel

Tuesday, August 28, 2012 - 9:35am

This year, online will overtake newspapers' share of the global ad market. And in the U.S., digital ad dollars could surpass television by 2017.

Medialife Magazine reports on a new report from market research firm Mintel, writing, "Online's sharp growth curve, combined with slight declines for television, will continue to be sparked by new innovations, such as mobile advertising and increased use of online video streamed directly to television sets. The growth of online radio services, including Pandora and Spotify, will also bolster online ad sales, coming at the expense of terrestrial radio. And the continued shift in consumption of information on digital devices rather than in print will prompt many advertisers to move their money out of newspapers and magazines and put it online."

Meanwhile, media agency Carat says online will overtake newspapers in the global ad market this year (they had earlier predicted it would happen next year). Digital will account for 15.3% of all spending in 2012, second only to television. Newspapers will account for 14.4%, says Carat.

Read more on these developments from Medialife Magazine here and here.

Pandora's "path to profitability" may be "through car dealerships and mattress shops"

Thursday, April 19, 2012 - 11:00am

To cover its quickly-growing royalty costs, Pandora needs to better monetize its listening audience, especially those listening via mobile devices (for which it's only making two cents an hour; see more on Pandora's finances in RAIN here).

But as it grows (Pandora's share of total U.S. radio listener was 5.79% in March; read more on Pandora's usage growth here), Pandora (and industry analysts) are betting on the more lucrative local advertising market, especially given the added benefits of targeting by age, sex, and ZIP code Pandora is able to offer.

Pandora has run more than 400 local ad campaigns across the country this year. The New York Times spoke with one advertisers, a NJ Honda dealership. "Attracted by Pandora’s ZIP-code targeting, he spent $10,000 to advertise on the service in January," the paper reports. "IPhone traffic to his Web site — which he attributes to the ads — more than quadrupled, (Planet Honda president William) Feinstein said, and so he increased his spending to $15,000, then $20,000." He told the paper, "We don’t need to buy five radio stations. We can buy one."

The Interactive Advertising Bureau (IAB) this week released a study predicting strong growth for mobile, and local, online advertising. Its press release (here) quotes PwC U.S. Partner David Silverman, "By combining some of the best features of the internet, along with portability and location-based technology, mobile advertising is enabling marketers to deliver timely, targeted, relevant, and local advertisements in a manner that was not previously possible. It is for these reasons that we expect strong growth to continue with mobile advertising."

Will this affect local broadcasters? "At the end of the day, the client budget isn’t growing; in some cases it’s shrinking," Dave Marsey, SVP at Digitas, told The Times. "You’re seeing dollars move from out of terrestrial and into more accountable, targetable channels." Broadcasters, however, maintain that Pandora's lack of true local content (news, traffic, weather, community issues) make it something other than "local media."

One aspect in which broadcasters definitively have the upper hand is sales force manpower. CBS Radio sales president Michael Weiss told The Times his company has a sales staff of 1,200. Pandora has fewer than half as many total employees. "The boots on the ground gets you the local advertiser," said Razorfish ad exec Jeff Lanctot.

Read more from The New York Times here.

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