HARKER BOS GROUP
Friday Harker Roundup
Friday, November 10, 2017
Brandwidth Episode #045
November 6, 2017
The second season of Brandwidth On Demand is starting as a year of ‘firsts”. Our first confab coverage (Morning Show Boot Camp), and this time, our first ‘dual guest’ episode. Fred Jacobs is well known as one of radio’s leading visionaries. His JACOBS MEDIA created the Classic Rock format and with the initiation of the annual benchmark Jacobs Tech Survey, he’s been acclaimed as a pioneer in the connected car movement, and overseen the growth of their JACApps division. Steven Goldstein is recognized as a thought leader in audio programming, marketing and management. His track record of success spans virtually every major radio format for some of the nation's top broadcasting companies. He was a co-founding partner in Saga Communications, serving as Executive Vice President and Group PD from 986 until 2015, when he founded Amplifi Media.
Smart Speaker Success Step One: Make Sure Station Is Found
November 6, 2017
The spirit of the Buddhist riddle applies to radio and smart speakers: If a station creates an Alexa skill but no one is around to hear it, does it make a sound? In short, creating the skill is a waste unless you do your utmost to market it, which leads directly to listener engagement. “The skill is meaningless if you’re not promoting it in the right ways and training your audience how to interact with it,” says Daniel Anstandig, CEO of broadcast technology provider Futuri Media. Adds president of Market Development for Triton Digital John Rosso, “Stations have the biggest reach megaphone in media. That’s the very first box you have to check. But there are also all of a station’s social channels, including the station itself, talent and networks. Use every potential channel to get the word out.” And smart speakers are the channel du jour of late, promising to get AM/FM back to a prominent place in the home. Not only are they growing in consumer acceptance at a faster rate than smartphones, but Strategy Analytics predicts Q4 sales will reach 12 million units, bringing the full-year total to 24 million units—a 300%+ year-over-year increase. That will push penetration well past the already impressive 7% in-home usage reported by Edison Research in February 2017.
Nielsen: Creative Still Rules Ad Outcomes
November 7, 2017
Because of new breakthroughs in data and technology, the elements of targeting, reach and recency can significantly affect sales outcome of a campaign. In fact, the effect of media on sales has increased to 36% from 15% over the past 11 years. That comes according to research from Nielsen Catalina Solutions. While creative still reigns as the most important factor in delivering effective advertising, new ad technology and the expansion of ad channels are expanding the criteria for a winning campaign. “Because of new breakthroughs in data and technology, the elements of targeting, reach and recency can significantly affect sales outcome of a campaign,” the report notes. However, brand-related components, including creative, still account for the bulk of a campaign’s success. Creative currently represents 47% of a campaign’s effectiveness, while context is 2% and brand 15%, Nielsen Catalina reported.
Creative By Numbers: Putting Data At The Forefront Of Creative
November 8, 2017
Historically, the team to deliver an awe-inspiring creative vision was composed of copywriters, art directors, producers and directors, each concept born in the creative department and matured through production. Luckily for innovators outside of those departments, today’s winning creative concepts are grounded in data: tapping science, analytics, and technology to deliver an innovative output that transcends previous barriers of traditional campaigns where creative was driven by data and insights, not only look and feel. Analytics and technology, once seen as “added value” disciplines within the advertising industry, have proven to be pivotal to campaign success and inextricably linked to innovation.
Sinclair Plunges Into Cloud-Based Playout
November 9, 2017
Is virtual playout from a public cloud an economical and reliable option for broadcasting master control? Sinclair Broadcast Group is aiming to find out. Earlier this month, 51 Sinclair stations began using cloud-based playout to broadcast each morning a three-hour block of children’s programming with a full commercial load. The stations aired one of four time-zone feeds. (Some 70 other stations receive the block as part of Tribune-MGM's This TV.) For the pioneering project, Microsoft Azure is the supplying the cloud; Imagine Communications, the software; and LTN Global Communications, the high-speed downstream link to the stations. So far, so good, says Del Parks, chief technology officer at Sinclair. “It’s been pretty bulletproof. It’s providing us with an opportunity to experience the system and work through some of its idiosyncrasies.”
Nielsen to Include Comcast Set-Top Box Data in Ratings
November 9, 2017
Nielsen said it reached an agreement to use data from Comcast’s set-top boxes in its local TV ratings service. At a time when big data is becoming a bigger part of audience measurement, Nielsen now has access to viewing information from four of the major cable and satellite providers. More granular data could help transform how local advertising is bought and sold. “Our enhanced Local TV measurement strategy combines the best elements from Nielsen’s high-quality panels with set-top box data from Comcast and other providers in an anonymous way,” said Megan Clarken, Global President of Watch at Nielsen. “We are continuously innovating our local measurement solutions and leveraging all data sources to deliver a comprehensive service that offers true local market insights and showcases the power of local television. We are pleased to add Comcast to our list of local set-top box data providers.”