Mais publicidade não leva a mudar de estação?
Pelo menos é que diz este estudo: «higher volumes of advertising on radio, in longer breaks or more frequent breaks, do not in themselves impact on the likelihood to switch».
6.4 A publicidade
Spots publicitários de três segundos - uma solução
A LBC, a rádio de notícias (privada) de Londres anunciou que vai passar a incluir spots publictários de três segundos junto aos noticiários e aos boletins de trânsito. Será a primeira rádio da GB a oferecer este serviço (genericamente, engloba os spots até 5 segundos). A LBC tem duas rádios em Londres, uma de notícias, em AM, e outra mais light, em FM.
«LBC launches three-second ad spots
Chrysalis-owned LBC radio this week introduced a series of three-second adverts that will be read out by presenters next to news bulletins and travel updates.
The format launches with Express-post delivery service DHL as its first client. The ultra-brief "blipverts" will advertise a new service offering parcel deliveries by either 9am or 12pm, and will run twice a day just before the 9am and 12pm news bulletins on LBC 97.3 and LBC News.
Chrysalis claim to be the first UK company to offer the three- to five-second format ads, which were bought through Vizeum with creative work from Ogilvy. The slots are intended to get better recognition because of their positioning next to news bulletins and travel updates, when listeners are at their most attentive».
Fonte: Mediaweek, David Fickling, 20/2/06
Os desafios da rádio comercial na GB (por causa da BBC)
Redução de publicidade da Clear Channel deu resultados?
A propósito desta iniciativa: «As reported by Reuters, Clear Channel yesterday forecast the first growth in radio revenue in more than a year, helped by its "Less Is More" commercial strategy, as it battles for listeners against competition from iPods, satellite radio and competing terrestrial radio stations. (...) "It’s a relief that revenues are no longer declining for Clear Channel," said Kit Spring, an analyst with Stifel Nicolaus. »
Clear Channel Sees Revenue Growth, 22/2/06, Radio Ink
Detalhes: «Starting in 2005, the radio company began slashing commercial time at its stations to improve the listening environment, in part by pushing for 30-second ads rather than the more popular 60-second spots. Fourth-quarter and full-year 2005 radio revenue dropped 6% as the market adjusted to the change. Analysts expected Clear Channel’s year-over-year comparisons to improve in 2006 when pitted against the softer 2005 numbers» (http://www.adage.com/news.cms?newsId=47979)
A rádio na internet e a publicidade
“La radio tradicional tiene una geometría que procede de la transmisión sin hilos. Es un medio de comunicación punto a multipunto. Cada canal es compartido por un transmisor y muchos receptores. Las personas escuchan la radio sincrónicamente, oyendo l0 mismo, al mismo tiempo y en el mismo canal. Internet es una geometría diferente, una red punto a punto en la que cada oyente dispone de un único canal, como en una llamada telefónica. Por esta razón, las emisiones de radio por Internet tienen la ventaja de un medio asíncrono: cada oyente puede escuchar un programa diferente Esto permite una personalización que, como mínimo, implica que se pueden escuchar los titulares de las noticias cuando uno lo desea (algo que hago a menudo cuando viajo). Una aplicación más interesante es la de adaptar el contenido al cliente, como si tuviera un pinchadiscos o un presentador privados. El inconveniente (para algunos) es que la radio de Internet es menos apta para las interrupciones de la publicidad y requerirá un modelo económico diferente para mantenerse (Negroponte, Nicholas: «La integridad de la información y la radio en Internet», en Ciberpais, 21-X-1999, apud Cebrían Herreros, 217)
Aumentar as receitas publicitárias, diminuindo o tempo da publicidade!
«De acordo com o estudo “Bilan Publicitaire Radio – Année 2005”, publicados pelo Yacast, este crescimento foi principalmente marcado para o caso das rádios generalistas, que totalizaram mais de 971 milhões de euros de receitas publicitárias, ou seja, mais 7,7% do que em 2004. Já as receitas das rádios especializadas em música cresceram 4,5%, atingindo cerca de 1,7 mil milhões de euros.
De notar no entanto que este aumento das receitas não se traduziu num incremento do número de anúncios (spots) em rádio, tendo este passado de cerca de 1,2 milhões em 2004, para 1,1 milhões em 2005 (ou seja, menos 3,1%). Isto levou a uma diminuição do tempo total destinado à publicidade em rádio (menos 3,9%), que totalizou 8477 horas em 2005.» (Obercom, "Receitas Publicitárias da Rádio crescem 5,6% em França", VA 17-02-2006)
O (reduzido) valor da publicidade na rádio
A partir de um estudo divulgado recentemente, algumas conclusões:
- O mercado global de publicidade na rádio vale apenas 9 por cento do bolo (ligeiramente menos do que há quatro anos); Este nove por cento não correspondem às audiencias da rádio e ao seu impacto, havendo lugar a uma subavaliação do impacto da rádio (que, assim, está muito barata).
Share Of Advertising By Medium (2000 and 2004) | ||
| 2000 | 2004 | |
| Magazines | 15.0% | 13.8% |
| Newspapers | 30.7% | 30.1% |
| Outdoor | 5.4% | 5.4% |
| Cinema | 0.3% | 0.4% |
| Other | 1.5% | 1.2% |
| Internet | 2.0% | 3.2% |
| Radio | 9.1% | 8.9% |
| TV | 36.0% | 37.0% |
| Combined newspapers and magazines | ||
| 43.9% | 45.7% | |
| Source:Analysts/ Institutional Presentation: London, 25th January 2006 | ||
Também fica claro que uma hora a ouvir rádio é muito mais barata do que uma hora na televisão, na internet ou mesmo a ler o jornal:
«If the key to media exposure (and thus advertising effectiveness) is the time that people spend reading, watching, using or listening to the medium, says O’Reilly, how much do advertisers invest in reaching their audience?- Every hour of TV viewing attracts advertisers to spend $40.1 million.
- For each hour of radio listenership, its only $19.3 million
- And for the Internet advertisers only spend $65.4 million, over 50% more than TV
- For newspapers, advertisers spend $316.3 million for every hour of newspaper reading»
O estudo completo aqui: http://www.wan-press.org/IMG/pdf/WAN_Savoy_Prese_on_25-01-06.pdf
A publicidade na internet
"(...) na Internet (o suporte responsável pela reestruturação do sector publicitário e pela redistribuição das receitas publicitárias), em grande parte fomentados pela propagação da banda larga e pelo aperfeiçoamento dos sistemas métricos (segundo algumas entidades, a internet dispõe do melhor sistema de medição e de análise de audiências). No Reino Unido o investimento publicitário on-line superou já o da rádio e nos Estados Unidos da América perspectiva-se igual cenário a partir de 2006.
"Relativamente à rádio, tem-se observado um acentuado decréscimo da sua quota de publicidade desde meados de 2002. Esse declínio coincidiu com a propagação dos suportes on-line e obrigou a um reposicionamento estrutural estratégico. Neste sentido, a rádio, num claro exemplo de que a tecnologia digital, mais de que um concorrente directo de mercado, poderá funcionar como uma plataforma complementar, decidiu beneficiar de algumas das mais-valias proporcionadas pelas mesmas:
- Disponibilização de formas alternativas de consumo de rádio (o consumo de rádio no Reino Unido a partir das novas tecnologias aumentou 22% em 2004);
- Aumento do consumo de rádio no exterior das residências e dos carros;
- Atracção e fidelização dos consumidores mais jovens;
Em suma, o futuro da rádio afigura-se bem mais positivo do que há 4 anos atrás porque as tecnologias digitais criaram novas oportunidades de mercado e diversificaram a oferta das mesmas.»
("O investimento publicitário global por suporte de comunicação", Obercom, (E.P) 10-02-2006)
Os patrocínios na rádio britânica
«Ofcom today announced proposals to allow sponsorship to extend to commercial television channels and radio. Ofcom proposes that certain restrictions should apply, which include:
- no television channel that carries news bulletins or current affairs programmes (or radio service carrying news bulletins) may be sponsored, as those programmes cannot be sponsored under current rules; and
- any organisation that is prevented by current rules from sponsoring programmes may not now sponsor a channel.
Sponsorship of programmes has existed on commercial television and radio for more than 15 years. During Ofcom’s review of the Broadcasting Code in 2004/5, a majority of respondents agreed that existing restrictions prohibiting channel sponsorship were no longer necessary.
The document can be found at:
http://www.ofcom.org.uk/consult/condocs/sponsorship/
(via Irrealtv)
Publicidade personalizada em função do que se ouve na rádio?
«From the land of extreme narrowcasting, MediaPost reports that Smart Signs is working on digital signs programmed to advertise to mall-goers based on what they were listening to on their radios while parking. In this scenario, you’re listening to your favorite Oldies station as you drive into the mall lot, then you see a sign advertising a new anti-aging cream as you enter the mall. That will happen because radio signals adjust advertising messages to specific consumer demographics.
"These technologies will generate the high-impact effect that we think will clearly differentiate this medium from what is currently available in the outdoor advertising arena," explained Tom Langeland, president of Smart Sign Media.», Radio Ink, Your Radio Is Talking About You,
"These technologies will generate the high-impact effect that we think will clearly differentiate this medium from what is currently available in the outdoor advertising arena," explained Tom Langeland, president of Smart Sign Media.», Radio Ink, Your Radio Is Talking About You,
O Google e a rádio
A Google continua a posicionar-se para liderar a nova sociedade de informação, atacando em todas as áreas. Um exemplo disto mesmo é o facto de ter comprado uma empresa norte-americana especializada em colocar anúncios em rádios (tenham ou não emissão on line), uma empresa que "developed methods for automatically placing targeted ads into radio station broadcasts", a dMarc. "The dMarc platform will be integrated into the existing AdWords service, part of a larger plan by Google to broaden contextual advertising into various forms of media beyond the internet."
De acordo com a mesma fonte: "The magic of AdWords is that it creates revenue opportunities for smaller websites, and smaller stations will also characterize the radio push. Similar deals involving television, magazines, and newspapers could be on the way, though radio will offer the first important test case outside of the internet. Digital (HD) radio formats will also be part of the picture over the long-term, offering an even greater level of targeting to participating stations. Currently, dMarc has a network of over 4,500 member stations." Citações retiradas de "Google Acquires Contextual Radio Advertising Technology"
De acordo com a Real ink, "dMarc connects advertisers directly to radio stations through its automated advertising platform. The platform simplifies the sales process, scheduling, delivery and reporting of radio advertising, enabling advertisers to more efficiently purchase and track their campaigns. For broadcasters, dMarc’s technology automatically schedules and places advertising, helping to increase revenue and decrease the costs associated with processing advertisements."
Diminui o tempo da publicidade
Parece ser uma tendência da rádio norte-americana da actualidade, a redução do tempo da publicidade.
Esta notícia comprova-o:
"Harris-Nesbitt’s November Radio Airtime Monitor found 7.7% less radio commercial time versus December 2004. Clear Channel radio cut back the most time (19%), and even evidenced 15% less time after the LIM anniversary. “That bears monitoring in January, possibly signaling lower CC Radio estimates in 1Q,” says H-N analyst Lee Westerfield.
Note: Other radio operators reduced little commercial time (-2%). "
Expectativas para 2006 (com o iPod...)
Um TiVo na rádio
Antes de chegar o iPod, o gadget da moda nos EUA era o TiVo, o gravador digital que agiliza a selecção dos programas preferidos e acaba com a publicidade.
E um TiVo na rádio?
Acabo de descobrir este modelo de rádio com gravação em mp3, que pode ser considerado um TiVo para a rádio. Vale a pena ler as suas características
(dica: radioxfactor)
A rádio está a perder investimento nos EUA
"Despite inventory reductions and the promise of digital radio, the radio business will still lose share to local cable and outdoor over the next five years, according to PricewaterhouseCoopers' Global Entertainment and Media Outlook, released Wednesday.
(...) According to PwCs report, radios share of radio/localcable/out-of-home advertising fell to 63.3 percent last year from 68.4 percent in 2000. The medium has also drawn significantly less political advertising over the years. As a result, by 2009, radios share of advertising will drop to 58.4 percent.
O texto todo.
(...) According to PwCs report, radios share of radio/localcable/out-of-home advertising fell to 63.3 percent last year from 68.4 percent in 2000. The medium has also drawn significantly less political advertising over the years. As a result, by 2009, radios share of advertising will drop to 58.4 percent.
O texto todo.
A publicidade clássica ameaçada?
CNN Money
Old media shout to be heard
Newspapers, radio and magazines are spending millions to combat the perception they're obsolete.
June 7, 2005: 4:33 PM EDT
By Krysten Crawford, CNN/Money staff writer
NEW YORK (CNN/Money) - The radio industry, whose main goal is not to entertain but to help companies build consumer awareness through advertising, has discovered it's got an image problem -- and it's fighting back.
Facing sluggish growth and the perception that traditional radio is on the decline, AM-FM radio operators are banding together in ways that once were improbable.
On Tuesday a radio industry group released the findings of a new study purporting to show that a 30-second radio spot promises advertisers a far better return on investment than a 30-second television commercial.
While TV executives will likely dismiss the claims as flawed, the study is remarkable for another reason: it's the product of a $5 million-a-year, industry-funded research group whose mission is to help radio station owners combat the growing popularity of subscription-based satellite radio and the iPod portable music player, among other competitive new technologies.
Tudo aqui (via Pontomedia).
Old media shout to be heard
Newspapers, radio and magazines are spending millions to combat the perception they're obsolete.
June 7, 2005: 4:33 PM EDT
By Krysten Crawford, CNN/Money staff writer
NEW YORK (CNN/Money) - The radio industry, whose main goal is not to entertain but to help companies build consumer awareness through advertising, has discovered it's got an image problem -- and it's fighting back.
Facing sluggish growth and the perception that traditional radio is on the decline, AM-FM radio operators are banding together in ways that once were improbable.
On Tuesday a radio industry group released the findings of a new study purporting to show that a 30-second radio spot promises advertisers a far better return on investment than a 30-second television commercial.
While TV executives will likely dismiss the claims as flawed, the study is remarkable for another reason: it's the product of a $5 million-a-year, industry-funded research group whose mission is to help radio station owners combat the growing popularity of subscription-based satellite radio and the iPod portable music player, among other competitive new technologies.
Tudo aqui (via Pontomedia).