IAB data shows Net radio, mobile good ways to reach skincare/suntan product purchasers

Monday, July 22, 2013 - 12:55pm

Interactive Advertising Bureau research shows "regular skincare and suntan lotion buyers" are "much more inclined to engage in online and mobile activities than the average adult."

More than that, this target group outpaced the overall U.S. adults 18+ group 55% to 25% for Internet radio listening.

The IAB found skincare enthusiasts are heavier mobile app users than the typical population. In the study, 76% purchased mobile apps, versus just 57% of the general population. Entertainment apps were most popular (72% among frequent skincare buyers vs. 56% for average adults).

See more from the IAB here. H/t to Inside Radio for this story.

IAB forms council of major audio brands and services to boost online audio ad market

Thursday, April 18, 2013 - 1:05pm

Last.fm, Spotify, the UK's Absolute Radio, and YouTube are among the charter services joining the IAB's new Audio Council to find ways to increase value for audio ads.

The council will include consumer brands but also audio creative specialists, market researchers, and advertising experts.

"The newly formed council will explore how to further educate brands of the benefits and value of digital audio advertising along with helping audio firms develop their business models," reports TheDrum.com here.

Mobile leads 2012 digital ad growth, shows IAB report

Wednesday, April 17, 2013 - 12:35pm

According to a new report from the Interactive Advertising Bureau, mobile ad revenue more than doubled in a record-setting 2012, making it the year's fastest-growing digital segment.

The report shows digital ad revenues overall hit $36.6 billion last year, up 15% over 2011. Mobile ads now account for 9% of the digital ad total.

IAB President and CEO Randall Rothenberg commented, "Mobile, in particular, soared due to its ubiquity and intrinsic ability to serve as a powerful digital dashboard that travels with you from morning commute to nighttime video viewing and beyond."

IAB VP/Training & Development Michael Theodore, moderating the RAIN Summit West "Profiting from Mobile" panel (recap here), questioned what he thought was the underlying premise of the panel. That is: why isn't mobile revenue growing as fast as it should be?

He said, "Those who feel mobile isn’t generating enough dollars are way too impatient." He also hinted that the (at the time) forthcoming IAB report would show big gains for mobile.

Other digital segments showing 2011-2012 growth include digital video (up 29%), search (up 14.5%), and display (up nearly 9%).

Read the IAB's report summary here. TechCrunch covered this here.

Mobile ad sales not lagging, stresses Summit panel, they're coming along nicely

Wednesday, April 10, 2013 - 1:40pm

The professionals on the RAIN Summit West "Profiting from Mobile" panel all agreed that mobile's ad sales outlook has, and continues to, significantly improve.

Even moderator Michael Theodore (Interactive Advertising Bureau VP) questioned whether the premise of "how do we fix mobile?" was correct. He said, "Those who feel mobile isn’t generating enough dollars are way too impatient." He illustrated his point by comparing the 2010 $1 billion mobile ad spend with television's $105 million in 1950. By 1952, TV's ad revenue had tripled, and Theodore is expecting the same for mobile when the 2012 numbers come out.

Pandora SVP/Ad sales Steven Kritzman quickly summed it up for his company: "Mobile is 65% of our revenue." What's more, mobile revenue growth has caught up to mobile listening growth, and is now outpacing it for the leading webcaster.

Clear Channel Media SVP/Local Digital Sales Michelle Savoy (left) said it's even time to ratchet up CPMs (ad rates). She credits an improved, richer, and more engaging mobile experience. Kritzman said much the same, saying mobile Pandora listeners tend to interact with the app much more than desktop users (for a station created by Pandora for an advertiser, for instance, Pandora sees 10 to 12 times the adoption on mobile). He's looking for the ad industry to improve its "engagement metrics" to better measure that interaction, and for marketers to improve ad creative.

If you're a webcaster or broadcaster, you absolutely need to have a mobile presence, stressed Abacast Director of Sales and Revenue Michael Dalfonzo. Already with 60-70% of his clients' listeners coming in via mobile, you need to get a branded mobile app, and to be available on the large aggregators (TuneIn, iHeartRadio). Oh, and build an alarm clock into it, so you can tune your listeners in the moment they wake up.

One key for the future he suggested will be the ability to target ad to individuals by the device they're using to listen. "you can reach them right when they're ready to make a purchase."

ESPN Audio Senior Director of Distribution & Business Strategy Patrick Polking said his company's main mobile challenge now is in distribution, that is, new partners and platforms to distribute ESPN content beyond SiriusXM, TuneIn, and Slacker. "Scale is going to be very valuable," he said.

Look for more recaps of the panels, presentations, and speeches from Sunday's RAIN Summit West.

Top Clear Channel, Pandora sales execs to discuss monetizing mobile listening at RAIN Summit in Vegas

Thursday, February 21, 2013 - 11:20am

Last fall's RAIN Summit Europe event really broadened our understanding of the strides and achievements professionals around the world are making in our truly global medium. We're hoping to bring some of our European experience with us to RAIN Summit West with the addition of a new panel: International Trends in Online Audio. [By the way, stay tuned for details on this year's RAIN Summit Europe.]

Joining us on the panel, from Berlin-based AUPEO!, is CEO Holger Weiss (right).

AUPEO! is a personalized Internet radio service, venture capital-backed, and licensed in more than 40 countries around the world. Listeners select stations by theme, genre, or musical mood, as well as "artist stations." The AUPEO! listening experience is powered by a recommendation system that uses a Fraunhofer Institute-developed algorithm that identifies certain musical qualities and automatically assigns genre classification. Free ad-supported streams and ad-free premium subscriptions are available.

Weiss joined AUPEO! in 2010 after working for Nokia. He's a specialist in business development, contract negotiations, strategic alliances, leadership, and sales.

It's clear that Internet radio mobile usage is soaring, but monetizing that listening has remained elusive. It's critical for broadcasters and webcasters to develop new, creative strategies, so we'll hear from three of the brightest in this area for the panel called Profiting from Mobile.

In July, Clear Channel brought Microsoft Advertising executive and 15-year digital media veteran Rick Song aboard as EVP of Digital Sales. At Microsoft, Song (left) led sales initiatives with partner sites like MSN, Xbox, Skype, FoxSports and MSNBC, as well as the company’s digital platforms. He now works with iHeartRadio, in addition to Clear Channel's Strategic Partnerships, National Programming Platforms, and National Advertising Platforms divisions.

Joining Song on the panel is Pandora SVP/Ad Sales Steven Kritzman, himself a former Clear Channel employee (and a RAIN Summit veteran!). Kritzman joined Pandora in 2009 as Director of Sales for the New York and Mid-Atlantic region before his August, 2011 promotion. He sets and executing the U.S. sales strategy for Pandora's digital, network radio, and spot radio businesses, and manages the national sales teams. He recently revealed Pandora's plans to cover the top 25 U.S. markets with local sales forces (see RAIN here).

The Profiting from Mobile panel will be moderated by another RAIN Summit veteran, Michael Theodore of the IAB. Last August the IAB created a new role for Theodore, Vice President, Training and Development, in which he manages and cultivates the IAB Digital Media Sales Certification program (as well as developing and facilitating professional development curricula and training materials). In fall he hosted a series of IAB Digital Audio Agency Days in several markets, to get local digital ad buyers familiar with the capabilities and potential of online radio (see RAIN here).

RAIN Summit West is Sunday, April 7 in Las Vegas. The annual full-day Internet radio conference is a co-located education program of the NAB Show. Now in its 12th year, the Summit focuses on the intersection of radio and the Internet. Keynoting the even will be RAB president and CEO Erica Farber (more in RAIN here) and Rhapsody International president Jon Irwin (more here). Register today, while flights and hotels are still readily available, via the RAIN Summit West page.

IAB brings agencies and Net radio sales pros together for Digital Audio Agency Day in Chicago

Wednesday, October 10, 2012 - 12:05pm

RAIN publisher Kurt Hanson will make the first presentation this afternoon at the IAB Digital Audio Agency Day, here in Chicago. Hanson will give a twenty-minute version of his "The Future of Radio" address before the afternoon's first panel discussion. (Hear the full version of Kurt's "State of the Industry" address on SoundCloud here, or look for the link in the right-hand margin of RAIN.) 

The first of the day's two panels is "Streaming Audio Consumer Experience & Advertiser Environments," moderated by former Katz 360 Sales President Brian Benedik, with AdLarge CRO Eric Ronning, Pandora Regional VP/Sales Gabe Tartaglia, and CBS Local Online president (and recipient of the 2012 Triton Digital RAINMaker Award at RAIN Summit Dallas) Ezra Kucharz.

The second panel, "Beyond the :30 Spot," features Starcom VP/Media Director Cecilia Bizon, Walgreens Director, Media Services Christine Kubisztal, and Luna CMO Jason Pruismann, and will be moderated by Pandora VP/Audio Sales Doug Sterne. Triton Digital COO Mike Agovino will make a presentation called "By the Numbers: State of Online Audio," followed by TargetSpot VP/Marketing Amy Becker, whose speech is called "Digital Audio & the Multicultural Audience," and Colleen Fahey (who is founder and principal of The Idea Haven) on "Audio Branding."

IAB VP Michael Theodore (a RAIN Summit veteran) will host the event at the famous Tribune Building.

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