6.4 A publicidade

O esforço da Google no mercado dos anúncios radiofónicos

«(...)Then there is radio. The chief executive of Google, Eric Schmidt, said last year that the company would eventually have 1,000 employees dedicated to radio advertising alone. (...) Google's effort to sell radio ads, the oldest and most advanced of its major offline advertising plans, has run into several hurdles, including radio stations that are wary of losing control over the sale and pricing of ads. The promise that Google offers old-line media markets is that it can replicate the formula that has worked so well for it online. It is a formula that relies heavily on technology to allow advertisers to buy their own ads, have them appear on relevant pages across a vast network of Web sites, and then track the results (...).»

fonte: IHT, Can Google sell that radio gaga?, Miguel Helft, 29/03/07

O podcasting e a publicidade

«Writing in the First Monday online journal a group from the MBA programme at Indiana State University report that: ‘In addition to providing greater flexibility in when audio programming is listened to, Podcasting invariably also offers listeners an escape from the advertising that plagues traditional radio broadcasting’

(Crofts et al., 2005)»

fonte: Will the iPod Kill the Radio Star?, Richard Berry, Convergence 2006; 12; 146

Um velho problema: rádio tem menos publicidade do que audiência

«During the Q&A portion of the Cox earnings call on Tuesday, Cox Radio President/CEO Bob Neil said, “We continually fight to try and make advertisers understand what the value of our medium is. It's not unlike the fight that our media brothers and sisters go through all the time.
“We feel like, given the percentage of time we get from consumers we don't get our fair share on the advertising side. We think, given the amount of time people spend with us and our advertising share, we bring a good value to the table for local advertisers and we want to make sure that they realize that.”
«Neil continued, pointing out that “when 93% of the people are listening to radio on a weekly basis that’s a pretty powerful thing.
“Is fragmentation occurring? Sure it is. But it’s always occurred for radio. You (reporter covering the call) write about the iPod. Ten years ago your predecessor was writing about CDs and 20 years before that his predecessor was writing about 8-Tracks. It’s always something.
“The point is, this is a good business. It has a lot of people listening to it. It’s a viable advertising business. So rather than spending all your time finding out what’s wrong with it, it would be great if somebody would spend a little bit of time at least recognizing the positives that are there.
“The facts speak pretty well for our media, and if you’re in some of the other media it’s a lot worse right now, so I’ll take radio, thanks.”»

fonte: «Cox's Neil: I'll Take Radio», radio Ink, 1/03/07 

Um software que reconhece música apaga a publicidade

«Does the idea of being able to by-pass radio advertising and DJ-chatter appeal to you? That's what Sweden's PopCatcher MusicDock is offering. "Simply tune in to any radio station of your choice," it says. "The PopCatcher MusicDock MD-601 recognizes any music category and captures the separate songs automatically, free of charge and legally.  "The songs are saved on the mp3 player as 192 kbps MP3 files. The MP3 files are easily dropped onto a computer, an iPod or a mobile phone." Interesting, with the likes of Google, Microsoft, Yahoo and all the others going blind trying to figure out ways to force us to watch and/or listen to their brainless ad-babble. Do ads really make people buy? Or have manufacturers and retailers been connned into believing they do? Meanwhile, PopCatcher doesn't say how much this unit will cost, or when it'll be available. The online blurb doesn't list the price, but in a Reader's Write, "I'd just like to add that this product already is for sale in Sweden, for 1199 SEK ($170)," says Magnus Nilsson. Meanwhile, the patented technology will also be available to developers under license, says PopCatcher.»

A publicidade da rádio vai para a Net

«In the past three years, more than $100 million of radio advertising revenue has disappeared from Greater Media markets. That's according to President & CEO Peter Smyth, who wrote in his monthly newsletter, "These dollars, which were once used to fund ad messages to broad audiences, are being redeployed to the Internet in more personal, one-to-one marketing efforts. Advertisers are rethinking their approach to media marketing and are questioning their media mix." Smyth noted that interactive advertising is growing in excess of 25 percent per year, while radio revenues have been flat to negative for three years. "In the near future, the interactive world will be a larger, yet more diverse advertising medium than radio. What are we as an organization going to do to respond to this trend ...? It is time for us to more clearly define our business."»

fonte: «Smyth Says Let's Redefine Our Business», 12/01/07, RadioWOnline,

Ouvintes aceitam publicidade

A publicidade é ou não um problema da rádio comercial?

Muitos acham que sim, mas este estudo diz que não:

oito em cada dez norte-americanos afirmam que ouvir anúncios publicitários é o preço justo a pagar pela programação independente (ou seja, programação que é não é condicionada por interesses directos). Por isso dizem que não mudam quando chega a publicidade (embora no carro já não seja tanto assim, certamente pela facilidade de mudar de estação).

algumas recomendações:

-There is considerable evidence in this study that reductions in radio spot loads should lead to greater time spent listening to radio—provided that the spot load reductions are noticeable and that stations inform their listeners of the changes.

- The radio industry should promote aggressively to the advertising community the benefits of radio advertising compared to television advertising.

- Radio stations need to promote the value of commercial radio to their listeners.

fonte: «Spot Load Study 2005:Managing Radio Commercial Inventoriesfor Advertisers and Listeners», Arbitron/Edison Media Research Spot Load Study 2005:

http://www.edisonresearch.com/home/archives/SpotLoad_Study_2005.pdf

Publicidade da Google na rádio não avança

«Last June, I shared with the world Google CEO Eric Schmidt’s vision for personalized radio ads, and his need for a “pair of pants, in “Google targets GPS-based in-car personalized advertising”: Schmidt believes that when he is listening to the radio in his car, radio ads should personally address him about his needs. For example, while driving past a clothing store, a radio ad should remind Eric that he needs a pair of pants and instruct him to turn left at the upcoming clothing store… (...) Nine months after the dMarc acquisition, an eternity in “the entire cycle of Google,” Schmidt neglected to let the world know during its Q3 earnings call yesterday how he is proceeding in his quest for a “pair of pants,” and the $20 billion radio advertising market. Why was Google silent on its $1.13 billion 2006 diversification acquisition? During the Q2 earnings call, Schmidt indicated dMarc was on track to selling up a radio advertising storm: (...)  What I wanted to do is to finish by saying that we are in many ways crossing into another era here of what it will be possible to do with the Internet. We have gone from web search, various other forms of applications to now literally being able to do business, life, entertainment, especially with the integration of video, on the net. This is a very, very powerful, powerful way in which many, many companies, many, many users, many, many advertisers will use. But will they be using the radio, via dMarc Broadcasting?»

fonte: ZDNet, «Is Google hiding the radio star? Google silent on dMarc Broadcasting in Q3», October 20, 2006, Donna Bogatin @ 1:57 pm

A publicidade não é um problema?

Mark Ramsey: «Arbitron says that roughly 92% of listeners listening to what precedes a commercial break stay with that station into the break. And another high percentage of listeners stick out the entire break without switching stations. So what does this mean? (..) Taken to the obvious extreme, the logic suggests we should play whatever we want, run as many spots as we want, no matter how bad they are, because none of it matters anyway. (…) That is, what happens in any given moment between you and your radio station is one thing. What happens over a sweep of time between you and that same station is another. (…)Only a fool would conclude that listeners are so stupid as to be ignorant of our lapses in judgment. Only a fool would conclude that listeners would sooner tune in a station known for too many commercials and too much clutter when there's not value enough in that station to compensate for these sins. Arbitron's new research result about listener behavior during spot breaks is not a license for us to be bad programmers or lazy sellers. It does, however, urge us strongly to focus on the "big picture", the forest, and the message that forest communicates about your station.

Fonte: Hear2.0, « Arbitron Forest and Trees» Outubro 2006

Os anúncios não afastam os ouvintes?

«A study released Thursday at the NAB Radio Show determined that radio retains an average of 92% of the listeners who are tuned in to a station one minute before the beginning of a commercial break. The study, which compared PPM listening data against Media Monitors advertising tracking data, surveyed 93,876 commercial breaks, studied breaks that varied in length from one to six minutes. Interestingly, the study found that the percentage of tune-out is worst in the middle of a break, regardless of how long the break length. However, the drop off between each minute tends to be fairly moderate, regardless of the break's length.

For example, the study found that 93.3% of listeners stick around through the first minute of a four-minute break, drops to 87.7% by the third minute, but jumps back to 89.7% by the fourth minute (...)»

fonte: «Study: Listeners Stick Around Through Commercial Breaks», Radio Ink, 22/9/06

Internet retira pub local das rádios?

A discussão segue nos EUA: empresas como a Google ou a Yahoo permitem corresponder informação (em sentido geral) com publicidade, através de pesquisas especializadas e locais. Uma ourivesaria de Tampa tem uma alternativa aos meios clássicos para difundir a sua publicidade: 

«Although the potential for competition from local search has been around for a couple of years, Yahoo! and Google's local search programs are only now making the rounds in radio industry trades. One scant mention comes at the end of a story at Radio & Records in 33 words: ""We now fear that in 2007 Yahoo! and Google local tools may siphon 2%-3% of local advertising share. We see risk of further downside of 10%-15% by year's end, even after declines of 20% to date."»

fonte: «Local Search Will Damage Radio Industry», Audio Graphics, 12/7/06 

Não mais de dois spots num écrã

«GCap is extending its two-ad policy to digital station Planet Rock from next week. The broadcaster [GCap] introduced the policy, which promises listeners that there will never be more than two ads in a row, on Capital Radio in January.
GCap said that it had improved ad effectiveness on Capital by 38% since it began, according to research by Ipsos.
Simon Daglish, national sales director, said: “We want to continue to drive the radio market with innovative programming and this gives us the platform to deliver this.
“We believe it provides a cleaner, clutter-free environment for advertisers and listeners and further encapsulates GCap Media’s pledge to drive radio’s digital future.”

fonte: «Planet Rock to adopt new GCap ad policy», Media Week, 22/6/06

Spots de um segundo!

A Clear Channel está a estudá-los (conhecidos como blinks):

«The Blinks could be used in a number of ways. Clear Channel's Creative Services Group crafted a demonstration spot using the McDonald's jingle, minus the "I'm lovin' it" language, and placed it between one hip-hop song and another. The group also created a Blink for BMW's Mini Cooper with a horn honking and man's voice saying "Mini," and placed it before miniaturized news reports. (Neither marketer has a deal with Clear Channel for Blinks.) Other audio mnemonics that could use Blinks are the Intel chime and the NBC bells»

Mas a reacção do mercado não é animadora e já foi testada:

«Omnicom Group's BBDO Oslo earlier this year produced a less-than-one-second radio spot for the Norwegian edition of "Guinness World Records 2006." The spot, recorded in Norwegian, says "Guinness rekordbok," according to one of the spot's creators, Alexander Gjersoe, and clocks in at 0.954 seconds. (In English, the spot runs a tad longer, 1.1 seconds, thanks to the whopping mouthful "Guinness Book of Records.")

The ad ran in March for two weeks on channel 24, a popular radio station in Norway, said "Guinness" spokesman Sam Knights. Then on May 17, "Guinness" awarded the world record for the shortest radio advertisement»

fonte: Advertising Age

http://www.adage.com/mediaworks/article.php?article_id=109939 e http://www.adage.com/mediaworks/article.php?article_id=109796

MAis: «By now most people are familiar with Clear Channel Radio's "Less Is More" initiative when it comes to commercials, but is a one-second spot taking the idea too far? Clear Channel is reportedly discussing the idea of one-second spots, dubbed "blinks," with marketers and media buyers. (...) "It really is to find new uses of radio for advertisers who are continually asking us to demonstrate that our medium can successfully extend brands, can successfully reach the consumer with touchpoints that are new and surprising," Jim Cook, SVP/Creative for Clear Channel Radio, told AdAge»

fonte: «Clear Channel Advertising "Blinks"» FMQB, 12/6/06

A publicidade nas rádios de satélite

«Sirius's "commercial-free music stations will be commercial-free. We will not run commercials on our music stations, and the reason for that is when consumers are asked why they subscribe to satellite radio, one of the drivers is that terrestrial radio is running too many commercials."»

Perspectivas publicitárias para a rádio

«A rádio, fruto da sua polivalência (tanto pode ser consumida no interior como no exterior) apresenta grandes vantagens competitivas ao nível da cobertura de audiências. Todavia, a valorização da rádio enquanto veículo publicitário está, em larga medida, confinada ao período que os potenciais ouvintes passam no interior dos seus automóveis. Analogamente à imprensa, também a rádio se encontra ameaçada pela propagação da tecnologia digital que disponibilizam produtos/serviços semelhantes aos da rádio»

fonte: «Evolução do investimento publicitário mundial por suporte de comunicação» Obercom, (E.P) 19-04-2006

A publicidade na internet vai superar a da rádio

«the largest local Web site in most markets, typically run by a local newspaper, will generate more in ad sales this year than the largest-grossing radio station in that market»

«Borrell estimated that 1,700 to 2,000 radio stations of a total 6,700 stations are selling advertising on their Web sites. Radio stations grew ad sales by 70% from their Web sites in 2005 to $60 million, up from $35 million. That’s still only a small portion, about 1% of total local online advertising. Average revenue from a site was $34,024»

fonte: «Borrell: Web Is The Place To Be», Billboard Radio Monitor, April 19, 2006, Katy Bachman

Publicidade na net ultrapassa rádio

«Um estudo recente da firma americana de pesquisa de mercado PQMedia apurou que o investimento publicitário em blogues, podcasts e RSS duplicou em 2005 - cifrando-se mesmo assim nuns relativamente reduzidos 16 milhões de euros; mas a firma estima que, até 2010, o investimento publicitário nesses meios chegue aos 620 milhões de euros anuais. Outra firma de pesquisa de mercado, a Zenith Media, estima que em 2005 a quota da Internet no mercado publicitário mundial era de 4,5 por cento; e que em 2008 essa quota chegará aos 6,5 por cento. Ainda segundo a Zenith media, a publicidade na internet irá ultrapassar em volume a publicidade em outdoors; em 2008 irá alcançar a publicidade na rádio».

fonte: «E de onde vem o dinheiro» Publico, 15/4/06, pag 5 

O apelo da publicidade na emissão satélite (XM)

lembram-se da rádio via satélite nos EUA ser «commercial free»? Belos tempos...

«As XM and Sirius continue to evolve, it looks as if commercials will become more and more prevalent on the satcasters’ stations. Already, XM has altered its slogan of "100% commercial-free music" to having the "most commercial-free music channels." Last month it was revealed that ads would be placed on Clear Channel-controlled XM stations as part of the companies’ agreements. XM SVP of Sales and Marketing D. Scott Karnedy tells Business Week, "Advertisers were concerned about mass. When we broke through six million subscribers, we saw that as a tipping point [with advertisers]." In 2005, XM tripled the amount of ad agencies it was involved with as ad revenues have skyrocketed in the past two years, reaching $20 million last year. Karnedy says that XM "can’t keep up with the demand." The company expects to up its amount of ads on its talk channels in the near future. As for Sirius, ad sales grew to $6.1 million last year. The satcaster is also considering increasing the spotload on Howard Stern’s show from six minutes per hour up to nine, reports Business Week. Stanford Financial Group analyst Fred Moran tells Business Week that he predicts both satcasters will bring in 10 percent of their sales revenue via advertising by 2011. Sirius predicts they will reach that amount in the next few years, though advertising only makes up under one percent of their current sales.»

fonte: «Satcaster Advertising On The Rise», FMQB, 17/4/06; o artigo da Business Week: http://www.businessweek.com/technology/content/apr2006/tc20060413_150389.htm?campaign_id=search

Até por isto...

«The $600 million financial restructuring offers another reminder of just how capital-intensive the satellite radio sector remains. But beyond capital outlays for infrastructure, overhead, and satellites, a great deal of money is being used for attention-grabbing content. Both XM and Sirius have been criticized for spending excessively to secure big personalities and sports packages, and XM board member Pierce Roberts even resigned over a lack of cost controls» («XM Initiates $600 Million Debt Restructuring Plan» Digital Music News)

Investimento publicitário na internet ultrapassa o da ráadio em 2008

«Spending on Internet ads will overtake billboards and other outdoor advertising next year, and close the gap on radio in 2008, a new report said. The Internet will account for 6.5 percent of all advertising by the year after next, up from an earlier forecast of 6 percent in December, according to global media firm Zenith Optimedia. Online ad spending accounted for 4.5 percent of the global market last year. "We have revised our Internet forecasts upwards once again, as it has continued to exceed expectations," Zenith said. Radio's market share will fall to 7.9 percent in 2008, from 8.5 percent last year. "The Internet is now firmly established as a mainstream advertising medium in developed markets, and in many developing markets too," Zenith said».

fonte: «ONLINE ADS GRAB SHARE», New York Post, By HOLLY M. SANDERS, April 11, 2006

Uma teoria peregrina: os gravadores video ajudam a rádio!

Como os gravadores digitais de video nos EUA (pelo menos o TiVo) eliminam a publicidade, os anunciantes poderão optar pela rádio, uma vez que é mais díficil (impossível?) eliminar os spots.

A teoria é defendida pelo guru Mark Ramsey: «Can DVR's help Radio?»

Anúncios lidos em directo mais eficazes do que gravados

«A recent study conducted by Edison Media Research found that almost three-quarters of radio traffic listeners pay more attention to commercials read live by the announcer of a traffic or news report than they do to pre-recorded commercials. The Edison Metro Traffic Study also concluded that 78% of those commuters requiring traffic information for suburban roadways gained this traffic information from their regular local traffic stations.

The Edison Metro Traffic Study was conducted by random telephone sampling February 9 - 22, 2006 of Adults 25 - 54 evenly distributed throughout the nonmetro counties in 10 of the top 20 DMAs. Respondents were required to have at least a part-time job, work primarily outside of the home, and spend at least 30 minutes commuting one-way to their workplace via a personal vehicle. This study was conducted on behalf of Westwood One by Edison Media Research.»

fonte: Edison Media Research, «Traffic Reports Capture Listeners' Attention Despite Distractions and Other», SOMERVILLE, N.J., March 30 /PRNewswire/ .