dardis

Audio Graphics' Dardis offers "more meaningful" derived metric for online radio listening

Monday, June 17, 2013 - 12:05pm

Ken Dardis in Audio Graphics has introduced a new metric derived from Triton Digital's monthly Webcast Metrics numbers for Internet radio, which he says is a far more meaningful measure of audience changes than simply looking at "Average Active Sessions" or "Session Starts" alone.

He says looking at the "Percentage of Average Active Sessions Resulting from Stream Starts" is the best way to actually gauge the growth of an online radio audience.

The new metric came out of Dardis' contention that simply looking at "Average Active Sessions" doesn't take into account changes in Triton's panel of monitored webcasters, or changes within those webcasters themselves. Not only may Triton add or drop webcasters from those it monitors, but each broadcast group or webcaster may add or drop streams or channels available to listeners. Likewise, "Session Starts," according to Dardis, doesn't accurately differentiate between listeners tuning in and staying, and those who merely sample for a few moments then leave.

The key to really getting a sense of a webcaster's audience changes over time is his when Average Active Sessions (AAS) is expressed as a percentage of Session Starts (SS). When that derived figure increases, "people are hanging in there longer - and this figure has no attachment to whether Triton Digital added or lost client stations," he writes.

Dardis is compiling this statistic for Triton Digital Top 20 webcasters, and makes it available free every month here.

Read his explanation further here and here.

Dardis to webcasters: Digital allows you to continually tweak campaigns. Sell that, not CPM

Tuesday, February 12, 2013 - 12:15pm

Webcasters (including broadcasters regarding their online streaming) need to rid themselves of the CPM-driven advertising style of broadcast, and instead offer buyers the real-time insight into campaigns' performance that digital technology enables.

That's the point Ken Dardis makes in a recent Audio Graphics blog. He writes, "As long as advertising is sold the same way online as it's sold over-the-air, there is no business model for streaming."

Cumulus CEO Lew Dickey recently told BloombergTV, "We don't see a business model for streaming." Dardis says this is because most broadcasters are looking for "bulk" so they can sell CPM ("cost per thousand") campaigns.

But online radio doesn't have the massive listenership for this style of advertising. What online radio does have is the ability to monitor the effectiveness of campaigns in real time, and tailor messages "on the fly" to maximize effectiveness.

"What Google, MSN's Bing (which now includes Yahoo! Search), and any of the numerous ad serving platforms like Zedo, Adconion, ValueClick, etc, are presenting advertisers with is campaign metrics," Dardis writes. This style of advertising "allows savvy media buyers to dissect the numbers as their clients' needs require to improve campaign response. In many cases this campaign improvement can be done in the middle of the campaign."

Read more from Audio Graphics here.

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