Personalised radio

  • By Greg Allardice
  • 10 Aug, 2017

Personalised radio comes of age

Radio has always been the personal medium in the home, the one you carry around, have in the car and on your mobile device.
Media Futures endorses the new technology of personalised radio as a better way to target audiences, eliminate wastage and beat advertising clutter.

The addition of the new technology through Australian Radio Network  ( ARN)  means you will be able to tailor audio advertising on iHeartRadio to reach audiences with more personalised and relevant advertising messages, improving the overall engagement and entertainment experience, while offering clients more tailored campaigns than ever before.

The launch phase of AdsWizz will draw on iHeartRadio’s listening hours to customised radio, with advertising across iHeartRadio’s live radio to begin from the end of September 2017.

Advertisers can access audio streams, pre-roll video, companion banners and podcasts from next week, and to facilitate buy-side access, the AdsWizz platform will be programmatic from launch.

AdsWizz will work alongside complementary advertising and data support technology already in place across ARN brands, including data management platform LOTAME, to further strengthen its offering to market.

LOTAME has been integrated in the iHeartRadio platform, across ARN’s national KIIS, Pure Gold and The Edge network online sites, and Conversant Media’s Lost At E Minor, Techly and The Roar digital sites.

ARN chief executive Rob Atkinson said: “ARN, through iHeartRadio, can now offer one-to-one targeted audio advertising that can be personalised based on our listeners’ location, demographics, interests and behaviours.

“This is the first time advertisers will be able to strategically reach online listeners of our radio brands via iHeartRadio, in addition to a full content suite of podcasts, online-only radio stations and hundreds of pre-curated artist, genre and specialised stations on the iHeartRadio platform.

“Leveraging specific profile characteristics and key demographic information, AdsWizz will enable ARN to deliver a superior commercial offering for clients across the iHeartRadio platform, including real-time analytics to execute precise ad targeting across a range of platforms and devices, and is the next step in the evolution of our overall offering.”

AdsWizz CEO Alexis van de Wyer said: “We are thrilled to partner with ARN to bring the Australian audio market solutions designed to improve both the listener experience and the impact of audio advertising for the brands.

“Integrating AdsWizz’s advanced audio-centric platforms and iHeartRadio‘s unique audience reach will allow the launch of advanced advertising experiences and the personalisation of marketing messages tailored to the right audiences.

“AdsWizz programmatic solutions will also cater to the growing appetite of many agencies eager to start buying digital audio programmatically today.”   Source : Media release ARN 

If your media policy, media strategy, media planning, media buying and media audit have not yet addressed personalised radio, Media Futures recommends you seek the services of an independent media professional. Media Futures presents industry based articles in the constant quest to improve return on media investment.




By Greg Allardice 11 Dec, 2017
Media Futures has long promoted the mobile phone as a medium that cannot be ignored. Recent industry figures show that for 2018 Mobile phone digital expenditure is estimated to be 54 % of total digital spend with increases to as much as 72% by 2022.  These growth figures cannot be ignored and only serve to reinforce the "Media in your pocket" concept.
It is without a doubt the medium that makes sense on every media plan particularly in the 12 to 70 years markets.

As with all new mediums that have a hot run, everyone wants to be there. However consider these salient points-

* All growth mediums eventually plateau out in audience and time spent using

* The cost of doing business with new mediums that have rapid uptake of usage always become too expensive over time because of demand levels and greed of media owners to maximise profits

* New mediums of this type are best served with fine tuned targetting to improve ROI

* Work on short term buying patterns due to the influx of competitive low costs digital formats that only serve to erode audiences in your chosen market and with similar formats to the market leader

If your media policy, media strategy, media planning, media buying and media audit have not yet addressed
Mobile Growth, Media Futures recommends you seek out a n independent media professional.

Media Futures presents industry articles in the constant quest for improving return on media investment.











By Greg Allardice 30 Nov, 2017
The discipline of media targetting is front and centre of every media planning undertaking. The fact is there is always going to be some wastage and no matter how well you target your message there will be people who see it or hear it that have no interest in your product or service. 

What do you do to minimise this wastage through your media targetting. 

* Factor in an estimate of the amount of wastage 
* Off set that predicted wastage against the rate negotiated for a unit of time or space
* Does the medium have a response channel where you can measure who and how many responses you achieve
* Is it sales or awareness only you are looking to achieve
* What clutter surrounds your message, how prominent will you be

Media targetting is key to maximising your return on investment but keep in mind that 100% effectiveness is unlikely.
Be realistic when approaching this segment of your media undertakings .

If your media policy, media strategy, media planning, media buying and media audit have not addressed media targetting it's time to seek out an independent media professional.

Media Futures presents industry articles in the constant quest for improving return on media investment.






By Greg Allardice 26 Nov, 2017
If your media exposure patterns have become stale, boring, or just running out of ideas, then a media spectacular makes sense. This does not mean spending all your budget in one hit. The golden rules of reach , frequency and effective frequency still apply.  A media spectacular essentially means stepping into a new form of communication versus your tried and proven methods. It may involve sponsorship and key branding in a sporting code, event participation, big large outdoor formats, philanthropic giving that brings media coverage of a positive nature, seasonal festivals or creating a major media event which you design and control. Media is an open book, not just confined to units of  time and space. The purpose of this article is to open the thinking patterns to achieve a break through when media has become stale or cluttered and you are just not getting results. 

Think Media Spectacular if you are not cutting through with current media practices.

If your media policy, media strategy, media planning, media buying and media audit are not working effectively consider an independent media professional.

Media Futures presents industry articles in the constant quest for improving returns on media investment.








By Greg Allardice 19 Nov, 2017
Time was when the small screen meant TV or small media meant a small press advt. However in 2017 small media means your computer screen or mobile phone.

According to Sensis Report 2016 Laptop ownership is 70%,  Smartphone ownership 76%,  Tablet 53%,  Desktop 54 % 
Internet usage more than 5 times per day is 55 % 

In fact the numbers are much higher. Walk down the street , sit in a cafe, travel on public transport and you will see much higher percentages using the small screen.

The purpose of this blog is to put out a wake up call to all marketers and advertisers.  " Think small!!! "
Yes, think about how to capture the attention of your current and new customers on the small screen and then work backwards into TV and large screen formats such as outdoor and cinema.

Why is this so?? 

The attention span of the average consumer is about 3 seconds, if you don't grab then then , they are gone.
There is so much clutter on all media and the small screen is a smorgsabord of choice.  The need to create powerful effective " small " communications has never been greater.

This involves a turn around in thinking and both at a creative and media usage level. Using tried and proven practices of even 2 years ago is a lazy approach to creative development. 

Think" small" and your world instantly becomes bigger.

If your media policy, media strategy, media planning, media buying and media audit are not thinking" small" it's time to talk to an independent media professional.

Media Futures presents industry articles in the constant quest for improving return on media investment.



By Greg Allardice 09 Nov, 2017
In this current economic cycle, media budgets are under great pressure. That means they are being cut, reduced or just not actioned.

Why is this so? Commercial media budgets are set by accountants and CEO's, despite the best efforts of the
Marketing Director to set a budget to grow sales, improve market share and  attract/retain new customers.
Sadly this trend will continue.
The media budget cycle will continue to spiral down in real or indexed terms till the powers that sign off on media budgets recognise that media is an investment, not a cost item.

So how to go about creating a media budget in this current sick state of the media economy?

* Recognise that if competitors in your category are also chopping media budgets then you have the opportunity to increase your budget over a shorter space of time to gain market dominance.

* Set media budget numbers over a 3 year year cycle, but manage quarterly to keep track of unforeseen impacts

* Set your media budget not based on past budget numbers, but  as a percentage of forward sales calculations 

* Budget for growth. Make your budget a part of forward business planning in line with the overall goals and objectives 

* Set regular measurement bench marks against media budget and have guarantees in place if results fall short

* Be brave and don't allow the back room bean counters to dictate the media budget and put you in a  "no win "position

If your media policy, media strategy, media planning, media buying and media audit have not addressed media budgets, Media Futures recommends you seek out out an independent media professional

Media Futures presents industry articles in the constant quest for improving return on media investment
By Greg Allardice 07 Nov, 2017
Media is a seductive beast. It lures you to watch it, read it or listen to it. When making commercial media decisions this seductiveness can take over which leads to poor decisions on how to invest your media budget. The media pitfalls are many and there are millions of cases where poor choices have resulted in the media campaign being a total waste of time and money.

Here are some common pitfalls -

* Believing that media will solve your business issues
* Putting all your eggs in one basket and stacking your media buy into one particular medium
* Failing to check the detail of your media buy before it commences
* Not looking closer into how your media buy will translate in a cluttered media environment
* Believing everything you are told and relying on glossy presentations to win your media spend
* Working initially with a senior media operatives only to have a junior with no practical experience handle the detail
* Failing to conduct post campaign audit and analysing what you actually got

The common thread here is making decisions based on emotional beliefs that the media process will deliver in bucket loads. When you look at the big picture your media spend is only a very small fraction of the total output and therefore what might seem big and impressive to you is really quite insignificant when it happens.

If your media policy, media strategy, media planning, media buying and media audit have by passed the pitfalls of commercial media, it's time to engage with with an independent media professional.

Media Futures presents industry articles in the conquest quest for improving returns on media investment.


By Greg Allardice 30 Oct, 2017
The general view of media is that it is a cost centre, not an investment.  This leads to suspicion, uneducated decision making and wastage of a clients media budget. 

Unfortunately in the "enlightened" 2000's this myth prevails due to the fact that media training rarely happens and at best is given secondary attention. By media training we refer to the commercial aspects of media, the planning and buying of media to effect a change in a business /organisation.

Media Futures is a trainer of operatives who seek to expand their knowledge of media and put into practice the skills that can only come from years of at the coal face media disciplines.

You might say...I let my agency look after the media. That is true and you do retain a media service, but how do you know what goes on behind the scenes and what thinking provides what you actually pay for.

With media budgets currently under pressure, too much media to go around for the size of the population and ongoing media wastage, it's time to step back and engage an independent media professional to help with your understanding of what is a complex and cluttered media market.

If your media policy, media strategy, media planning, media buying and media audit have not addressed Media Training then seek out the right person who knows what they are talking about.

Media Futures presents industry articles in the constant quest for improving returns on media investment.





By Greg Allardice 26 Oct, 2017
Media Futures adheres to time proven principles of media stewardship. In this current digital age it's too easy to skip the detail, rely on sometimes rubbery statistics, measure results well after the campaign and blame someone else for the failure to accurately check your media delivery.

Heard this before?? It's true and unfortunately happens to multiples of advertisers.

The solution is to conduct regular media checks during the campaign period. That means watching and listening to your chosen media, travelling to the market of origin of the media activity or put in place a fool proof system of checking.

Normally media checking falls to a lower ranked employee however it is also a senior responsibility to keep on top of media checking if you are the one that signs off on a media buy and pays the bill. Media checking is a routine process that needs to be on every advertisers agenda.

If your media policy, media strategy, media planning, media buying and media audit have not addressed media checking , it's time to talk to an independent media specialist.

Media Futures presents industry articles in the constant quest to improve return on media investment.



By Greg Allardice 24 Oct, 2017
Media Audit is a very unfashionable phrase. It is associated with a laborious process of post analysis of what you actually got and how the campaign performed.  If you are a direct response advertiser ( like most companies ) then your media audit starts the moment your campaign starts running.  If you can access audience data over night and access sales data or response measurements overnight or in real time then your media audit is a day by day process. 

Yes it is boring to compile, yes it is a laborious process and yes it's a super dull job. But guess what?? It's where all the clever planning , negotiations and talk come to fruition. The acid test!

As with all media undertakings there are some golden rules when approaching your media audit.

* Only work with professional media operatives who know how to interpret the results
* Streamline your media audit in line with your marketing and sales plans
* Create your own cost per unit value and measure that against results
* Have the media audit geared to media guarantees that can be actioned if your goals are not being reached

If your media policy, media strategy, media planning, media buying and media audit are not truly aligned it's time to seek out an independent media professional.

Media Futures presents industry articles in the constant quest to improve return on media investment.










By Greg Allardice 19 Oct, 2017
The media maze is a complex and at times overwhelming mass of options into which you can spend your media budget. 
The issue these days is that there is simply too much media. Where to invest your media budget becomes of critical importance. The key to not being trapped in the media maze comes down to some common sense principles that when followed will minimise the risk of wasting your media budget. 

Consider these points -

* Take time to research the mediums most relevant to your target audience
* Work with accredited mediums that have industry recognised audience research
* Avoid being seduced by cheap space/ time media deals that only serve to make your plan look good
* Practice effective frequency
* Have media guarantees in place if it's not working
* Work only with senior, professional media operatives that actually know what they are talking about

If your media exposure is lost in the media maze, making no impact or at worst has become wall paper then it's time to reconsider your media policy, media strategy, media planning, media buying and media audit.

Media Futures presents industry articles in the conquest for improving return on media investment.


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