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Transistor kills the radio star?

6.4 A publicidade

A rádio está a ser muito penalizada pela transferência de publicidade

Receitas publicitárias na rádio dos EUA em forte queda

«September was “much uglier than expected”, So says Wachovia analyst Marci Ryvicker on radio’s 7% revenue decline»

«Citing what it calls "a challenging radio industry environment," Radio One Inc. reported a 40.2 percent decline in third-quarter earnings.»

A publicidade vai voltar à rádio (eu não acredito...)

«Publicidade na net supera a da rádio» (2009)

«La inversión publicitaria en internet crecerá un 28,2 por ciento este año, mientras que en el resto del mercado lo hará un 3,7, y superará a la emitida por radio en 2008, según un informe presentado por la agencia ZenithOptimedia.

Internet representará cerca del 9 por ciento del total de la inversión publicitará en 2009, según vaticina el estudio de la agencia de medios, en el que se observa que en la actualidad alcanza más del 10 por ciento de la tarta publicitaria en los mercados de Noruega, Suecia y Reino Unido.
Los pronósticos indican que el medio alcanzará este mismo porcentaje en el plazo de dos años en países como Australia, Canadá, Dinamarca, Israel, Japón, Corea del Sur, Taiwán y Estados Unidos.
Actualmente obtiene su mayor índice de participación publicitaria en Reino Unido, donde representará el 16,6 por ciento del total en 2007 y se prevé que llegue al 22,6 en 2009.
(...) En los últimos diez años la inversión publicitaria ha aumentado a una tasa media anual del 5 por ciento, cifra que ascendió hasta el 6,2 por ciento en 2006, gracias a los Juegos Olímpicos de invierno y al Mundial de Fútbol, mientras que crecerá en torno al 5,2 por ciento en 2007. (...)»

fonte: «La publicidad en internet superará a la emitida en radio en 2008», 11/04/07, El Espectador

Mais cedo do que o previsto, pub na net passa a rádio (GB)

«The internet will overtake radio by next year and become the world’s fourth-largest advertising medium, a year earlier than forecast. Global spending on internet advertising increased from $18.7 billion in 2005 to $24.9 billion (£12.6 billion) last year, according to ZenithOptimedia, the media-buying agency.  (...)In the Middle East and Eastern Europe, advertising spending is growing faster than in North America and Western Europe, which are “maturing rapidly” as advertising markets, Zenith said. (...) Although spending on traditional media, such as magazines and radio, has been falling in the UK, more than £2 billion was spent on internet advertising in 2006. Online advertising accounts for 11.4 per cent of total advertising revenue in Britain, almost double the global average of 5.8 per cent and above the 7.8 per cent share of advertising expenditure in the US.»

fonte: «Advertising on internet soars as world follows British lead», April 3, 2007, Rebecca O’Connor

 

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,

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 

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

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Um conceito a explorar: auto-selecção de consumidores

«Advertising Age predicts the end of the 30-second commercial. Some say that all commercials will be replaced by self-selection of consumers»

«Broadcasters are already aware of the effectiveness of rudimentary text displays on DAB digital radios and it is a small leap to imagine what happens when this text display expands into a colour graphics screen. For the advertiser, this offers an opportunity to display brand logos, pack shots and other information alongside the audio. It is quite simple to run moving graphics and even video clips alongside the sound commercial. If that sounds like cheap TV then think again, because that analogy is to misunderstand how radio is consumed and how the visual display is likely to be used. The other element to DAB digital radio technology is the addition of memory to radio receivers. “Rewind Radios” are already available and allow the listener to pause live listening and resume minutes or even hours later. The next implementation of this technology to appear from early 2005 adds control signals broadcast via an EPG enabling listeners to navigate and schedule their listening to taste.»

O streaming ajuda a publicidade?

«According to new research released by NBC, 78 percent of users who’ve streamed full-length episodes of shows on NBC Rewind--NBC.com’s video player--watched episodes of series that they regularly watch but missed on broadcast TV, according to a research study conducted by the independent firm Insight Express. The network says that dynamic is helping extend the reach of these shows, and unlike with shows recorded using DVRs, fans can’t skip advertisements on NBC Rewind. In fact, 81 percent of those surveyed said that they recalled specific pre-roll ads that were streamed alongside NBC’s shows after two or more exposures», NBC: Streaming Extends Reach of Shows Media Week Mike Shields JANUARY 31, 2007

A publicidade vai voltar à rádio (eu não acredito...)

«SNL Kagan predicts that U.S. radio advertising sales -- excluding nonspot sales -- will drop below $20 billion this year after hitting $20.1 billion last year. However, after that, revenue should grow 3.2% annually to $28.7 billion in 2016, the group said»

Receber por ouvir rádio...

«Et que diriez-vous d'être payés en plus pour le faire? Concept innovateur. Du jamais vu. Inscrivez-vous aujourd'hui. Cliquez ici. Chaque fois que la fenêtre sera ouverte chez un de vos visiteurs, vous toucherez une commission pour chaque minute d'écoute de l'auditeur sur l'une de nos radios web. Le montant à la minute est variable. Vos gains peuvent augmenter très rapidement selon l'achalandage de votre site web. N'hésitez pas à vous inscrire. C'est gratuit.» (http://www.jesuispaye.com/?op=promo&ParainId=9405)

Receitas publicitárias na rádio dos EUA em forte queda

«September was “much uglier than expected”, So says Wachovia analyst Marci Ryvicker on radio’s 7% revenue decline»

«Citing what it calls "a challenging radio industry environment," Radio One Inc. reported a 40.2 percent decline in third-quarter earnings.»

Horas sem publicidade; uma nova tendência?

Significa perda de receitas imediatas, mas mais probabilidade de escuta nos mercados com PPM (EUA):

«And it’s not just for an hour. More stations are airing longer blocks of ad-free programming. One Boston station has given back three hours a day. What does it mean for dollars and ratings? Obviously, they’re going to be giving up some revenue. But some programmers think it could have a positive effect on ratings in the long run. Especially in a PPM world»: fonte: «Commercial radio goes commercial-free», 29/10/07, Inside radio


 

Tornar a rádio um meio primário (só com a net)

«A top level advertising agency rep said at Thursday's Interep Power of Urban Radio Symposium that broadcasters today the radio industry must work to elevate its profile among advertisers to that of a primary medium, and said the first step in the process is teaching radio sellers to believe more in the medium.
"Radio today is a secondary or tertiary medium, but you need to make it secondary or primary," said Carat vice president and regional spot director Dennis McGuire. "Unfortunately, within the business we have almost adopted this ourselves. We must be more forceful and convince buyers and advertisers that radio is the way to go."
Burrell Communications Group vice president and media director Paul Hunt added, "Radio can sometimes be taken for granted, so we need to get to clients early and demonstrate radio's ROI. It's often the case that people in radio wait around for their piece of the pie, but often times there is no pie." » fonte: «Radio Must Elevate Its Profile», Radio Ink, September 21, 2007

Um novo modelo publicitário é necessário

«The challenge for the advertisement industry is that digital fragmentation, lots of digital radio choices (as in the UK) or new net-based stations, is shattering the premise of mass media commerce. New models involve getting closer to more defined and self-selecting audience groups, offering things they are more likely to be interested in, because of that self-selection and getting closer to sales rather than advertising through interactivity and ‘return paths’. This can generally be seen as the movement from ‘ambush’ to ‘permission’ commerce in new media. Equally sponsorship is back in vogue with fragmented audiences making sponsorship more valuable, and more economic, for advertisers. In the media market terminology the shift is from hard selling – and spot advertisement – to soft selling and marketing budgets where connecting commercial messages with audiences will come closer to the content whether in the product placement, in US television and film, or in direct sponsorship of content/programmes. (Thussu 2000)» (Shaw, 2005:11)

Em 2020 a rádio na Internet terá a mesma publicidade da rádio hertziana (hoje; EUA)

«In the following media growth projections, Bridge Ratings estimates based on current trends that Internet radio will have 180 million listeners by 2020, 250 million will still be listening to terrestrial radio, but HD will have less than 10 million. Which will contribute more to radio's financial future?

According to John Blackledge analyst with JP Morgan, Internet radio advertising is estimated at $500M this year (2007). Bridge Ratings estimates that by 2020 Internet radio is projected to generate revenues equal those terrestrial radio acheived in 2006. Traditional radio companies are finding insufficient resources for the type of development of new media content and strategies needed to transition with its future audiences who today are between 10 and 24 years of age. With Internet advertising set to surpass that of traditional radio by the beginning of 2008 and Internet radio advertising growing alongside, traditional radio companies should see the benefit of fully developing compelling Internet radio content and highly trained sales forces»

fonte: «HD Radio vs. Internet Radio - Which is Radio's Future?», Bridge Ratings, 8/08/07 

2011, quando a Internet passar a ser o meio com mais publicidade nos EUA

«SPENDING ON INTERNET ADVERTISING WILL reach $61.98 billion, and will surpass newspapers to become the nation's leading ad medium in 2011, projects private equity firm Veronis Suhler Stevenson in its 21st Communications Industry Forecast released today.

 

 

"We are in the midst of a major shift in the media landscape that is being fueled by changes in technology, end-user behaviors and the response by brand marketers and communications companies," says James Rutherford, executive vice president and managing director at VSS.

At the same time, the consumer migration to digital media--which require less time investment than traditional media counterparts (think 3-minute YouTube clips versus 30-minute TV shows)--has spawned a year-over-year decline in the amount of time consumers spent with media, VSS researchers say. The tally came in at 3,530 hours in 2006, a per-capita decrease of 0.5%. It's the first time since 1997, researchers say, that such a behavior has occurred. (...)»

fonte: «Internet Ad Spending Set To Overtake All Other Media By 2011: VSS»,MediaPost, Laurie Petersen, Tuesday, Aug 7, 2007

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A publicidade começa a transitar para a Internet

«Os jornais nos Estados Unidos estão a perder grande parte da sua receita publicitária para a internet, em comparação com os outros media. A conclusão é de um estudo feito pela Wachovia Equity Research, citado pelo site da Adweek. A equipa analisou 100 anunciantes norte-americanos de topo e constatou a transição feita dos media tradicionais para a internet. A Wachovia Equity Research revelou que 55 desses anunciantes cairam em categorias como retalho, telecomunicações, serviços financeiros, media e tecnologia/internet. Globalmente, os jornais perderam 14,3% de receitas publicitárias em 2006, enquanto que a televisão ganhou 4,4%. Já a internet, alcançou um crescimento de 17,8%.»

fonte: «Jornais perdem publicidade para a internet», Meios e Publicidade, 11 de Julho de 2007, por Maria João Morais

Modelo publicitário tem de mudar

«(...) o fim do modelo dos anúncios de 20 ou 30 segundos concentrados num bloco comercial. "Vamos entrar numa era em que os conteúdos publicitários diluídos na programação terão um peso superior ao dos spots". Para ilustrar esta perspectiva, Mark Story repetiu uma frase de um autor norte-americano segundo a qual, no futuro, "o negócio da rádio será como um icebergue, um terço estará à vista, enquanto dois terços estarão submersos".»

fonte: MARQUES, Rui O., A rádio tem futuro na era da internet e do iPod?, Meios e Publicidade, 18/06/07

eBay e Googe a vender anúncios de rádio

«The jury may be out on Google's attempt to sell radio advertising, but that didn't stop eBay from joining the business last week, through a pact with Bid4Spots. The company sells last-minute radio inventory through weekly online auctions for about 2,300 radio stations.
"This deal is intended to pump more ad dollars into our system," said Dave Newmark, chairman, CEO and founder of Bid4Spots, which does between $50,000 and $250,000 of business a week.
So far, radio stations—particularly big-market outlets—have been cautious about handing over inventory to Web auction systems. But Google got some traction in April, when it signed a long-term deal with Clear Channel (which has also used Bid4Spots) for 5 percent of the inventory on 675 stations.
While Google and eBay broaden the radio marketplace by making it easier for smaller agencies and advertisers (many of which rarely or never use radio) to do business, larger agencies find little use for the two online giants. "Our clients want more control," said Maribeth Papuga, senior vp and director of local broadcast for MediaVest. "We have to know what we're buying and the systems don't go deep enough in markets or have enough inventory." (fonte: Katy Bachman «EBay Dives Headfirst Into Radio Ad-Selling Pool, Mediaweek.com, JUNE 11, 2007)

«O eBay, maior site de leilões virtuais dos Estados Unidos, está ingressando no mercado de anúncios para rádio, tornando-se negociador de inserções comerciais no meio e um competidor do Google, qua já provê um serviço similar.
O novo serviço estréia na quarta-feira (06/06), dentro do eBay Media Marketplace, disse a companhia em um comunicado na terça-feira.
O serviço de agenciamento de anúncios de rádio será provido pela Bid4Spots. Tanto anunciantes quanto agências de publicidade já podem se registrar no site do eBay Media Marketplace. Por meio da plataforma, o anunciante terá acesso ao inventário de mais de 2,3 mil estações de rádio.
A exemplo do Google, o eBay vai usar a internet para tentar melhorar a forma como os anúncios são comprados e vendidos e a maneira como as campanhas são monitoradas e analisadas. Executivos do Google disseram repetidas vezes que a empresa está confiante de que pode usar a tecnologia da internet para melhorar as transações de anúncios offline, não só no rádio, mas na mídia impressa e na TV também.
O eBay Media Marketplace também tem um sistema para comercialização de anúncios em TV a cabo, mas é voltado para grandes anunciantes fazerem compras planejadas. Este serviço ainda não se tornou muito popular.
O serviço de rádio, por outro lado, oferece maior flexibilidade para que os anunciantes façam inserções de “último minuto”, disse o eBay, o que também pode levar as emissoras a oferecerem preços mais agressivos
»

Novas estratégias comerciais

«Radio should hire an entirely different sales staff solely compensated by commission to sell Internet and podcast opportunities. The pricing would differ from radio ad sales. And because the sales team is a different group of people, there would be no added-value giveaway opportunity. It would be treated as another business and not tied directly to the radio station’s ad sales team. This would allow stations to grow additional business from podcasts, HD channels and Internet sites that are linked to the local community.The cost will be low, and the potential revenue gains can be almost unlimited. We are amazing promoters and marketers, but we must turn our attention to new growth technologies. Broadcast companies must recruit creative people who can develop new revenue streams, then empower them to make it happen. If radio companies hire and support these “drivers,” they will deliver the goods on entirely new levels of business and generate a strong future beyond what radio used to be.» (Lloyd G. Ford,PodcastingFor Profit, 29/09/06)

A rádio está desvalorizada (e a Google quer resolver)

Google CEO Eric Schmidt says radio is “greatly undermonetized.” He predicts a breakout year for his company and radio as USA Today reports. “Look at the time people spend listening to radio, vs. the money currently being spent to advertise on radio — it’s out of whack.”

«When CEO Eric Schmidt joined Google from Novell in 2001, it was an unprofitable but up-and-coming search engine. Now, Google (GOOG) has surpassed Microsoft (MSFT) and Yahoo (YHOO) as the world's most-visited website. It just announced a record $1 billion in quarterly profit, virtually all from those little 10-words-or-less text ads that appear near search results. And the company is looking to expand its advertising empire. Google says it will spend $3.1 billion to acquire DoubleClick, an online company strong in display ads, an area in which Google has been weak. It also made an alliance with the nation's largest radio broadcaster, Clear Channel, to let Google advertisers buy radio ads directly from the Web. USA TODAY's Jefferson Graham sat down with Schmidt to discuss the new directions and perceptions that Google is now unstoppable. These are edited excerpts:

Q: You say this will be a "breakout" year for Google and radio. Why? A:  Radio is greatly undermonetized. Look at the time people spend listening to radio, vs. the money currently being spent to advertise on radio — it's out of whack. Radio can be so much bigger.

Q: Why do you think your network of advertisers, who specialize in online text ads, are ready to move to audio advertising? A: We have enough inventory. We got into radio when we bought (radio company) dMarc Broadcasting, but they had remnants (unsold ads offered at last-minute discounts), which is stuff people didn't want. That's a good business, but not a great business. What we needed was prime-time slots, and that's what Clear Channel offers us.» (fonte: «Schmidt says he didn't grasp the power of Google at first», USA Today)

Reduzir drasticamente a publicidade (um caso)

«Facing increasing competition from satellite radio and iPods, Clear Channel Communications is trying something radically different at a commercial radio station in Texas: getting rid of the commercials.
As of today, KZPS in Dallas — on the dial at 92.5 FM or online at lonestar925.com — will no longer run traditional 30- or 60-second advertisements. Instead, advertisers sponsor an hour of programming, during which a D.J. will promote its product conversationally in what the company calls integration.
For example, the D.J. will identify Southwest Airlines, one of the station’s first advertisers, as the sponsor at the beginning of the program. In a prototype provided by the station, the D.J. later discusses the South by Southwest music festival, a popular annual event held in Austin, and concludes, “You know, the best way to get down to Austin for South by Southwest is Southwest Airlines. They have tons of flights. It’s the way I travel.”
The product-themed chitchat will account for about two minutes peppered throughout the hour, in contrast to the 12 minutes to 16 minutes of commercials that most stations broadcast each hour.
(...) Clear Channel’s move is not unprecedented. In 2005, three stations on Long Island owned by the Morey Organization experimented with a similar model but eventually returned to conventional commercials.(...)
fonte: New York Times, «In Dallas, Commercial Radio Without Commercials», ANDREW ADAM NEWMAN, April 23, 2007

http://www.nytimes.com/2007/04/23/business/media/23radio.html?_r=1&oref=slogin

Sobre a questão da redução de publicidade diz Mark Ramsey: «My gut tells me this advice is related to feedback from PPM markets where listeners tend to want stations to be more of what they promise to be and less of anything else, but that's a guess on my part. How does this square with my frequent advice that the stuff between the records is where radio's great advantage is? It doesn't, strictly speaking. But my advice is not about how to compete against your radio competitors in a PPM world, it's about how to compete against ALL your competitors in a world of many audio entertainment options»

«Publicidade na net supera a da rádio» (2009)

«La inversión publicitaria en internet crecerá un 28,2 por ciento este año, mientras que en el resto del mercado lo hará un 3,7, y superará a la emitida por radio en 2008, según un informe presentado por la agencia ZenithOptimedia.

Internet representará cerca del 9 por ciento del total de la inversión publicitará en 2009, según vaticina el estudio de la agencia de medios, en el que se observa que en la actualidad alcanza más del 10 por ciento de la tarta publicitaria en los mercados de Noruega, Suecia y Reino Unido.
Los pronósticos indican que el medio alcanzará este mismo porcentaje en el plazo de dos años en países como Australia, Canadá, Dinamarca, Israel, Japón, Corea del Sur, Taiwán y Estados Unidos.
Actualmente obtiene su mayor índice de participación publicitaria en Reino Unido, donde representará el 16,6 por ciento del total en 2007 y se prevé que llegue al 22,6 en 2009.
(...) En los últimos diez años la inversión publicitaria ha aumentado a una tasa media anual del 5 por ciento, cifra que ascendió hasta el 6,2 por ciento en 2006, gracias a los Juegos Olímpicos de invierno y al Mundial de Fútbol, mientras que crecerá en torno al 5,2 por ciento en 2007. (...)»

fonte: «La publicidad en internet superará a la emitida en radio en 2008», 11/04/07, El Espectador

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Da publicidade do Google

«O site de buscas Google ampliou ainda mais seu império de publicidade nesta segunda-feira, ao assinar um acordo para a venda de anúncios com o gigante de rádio americano Clear Channel. O acordo, válido por muitos anos, prevê a venda de uma parte garantida de anúncios de 30 segundos em mais de 675 estações AM/FM do Clear Channel

Mark Ramsey: «will Google consummate the acquisition of a radio rep firm, as has also been rumored? Under any scenario, this deal radically reshapes the radio landscape and further blurs the boundaries between radio and other audio entertainment media, since it is Google who can theoretically mediate the advertising buys on all»

Mais cedo do que o previsto, pub na net passa a rádio (GB)

«The internet will overtake radio by next year and become the world’s fourth-largest advertising medium, a year earlier than forecast. Global spending on internet advertising increased from $18.7 billion in 2005 to $24.9 billion (£12.6 billion) last year, according to ZenithOptimedia, the media-buying agency.  (...)In the Middle East and Eastern Europe, advertising spending is growing faster than in North America and Western Europe, which are “maturing rapidly” as advertising markets, Zenith said. (...) Although spending on traditional media, such as magazines and radio, has been falling in the UK, more than £2 billion was spent on internet advertising in 2006. Online advertising accounts for 11.4 per cent of total advertising revenue in Britain, almost double the global average of 5.8 per cent and above the 7.8 per cent share of advertising expenditure in the US.»

fonte: «Advertising on internet soars as world follows British lead», April 3, 2007, Rebecca O’Connor

 

¿Y esta publicidad? Puedes eliminarla si quieres