I read the article ‘Is advertising on YouTube worth it?’ by Abhinn Shreshtha at exchange4media.com and started thinking about the value of YouTube advertising. I found this page of advertiser success stories on YouTube and found it really interesting.
YouTube is Digital video. It’s Mobile video as well. Using it locally to get results can work, but companies have to stay focused on how to deliver their message in order to get local results.
Twitter is making every attempt to compete with Google and Facebook in the high-potential mobile market. This brief ad from Twitterads on YouTube describes how they can help promote your mobile app. Good stuff.
This one made us collectively pause. Recycling bins (trash cans) are logging data from wi-fi users in London for the purpose of targeting ads to shoppers in that same area. When people walk by, they are giving up data to the trash can, which is logging all sorts of information and sending back a targeted advertisement. In the video, the author says that people can opt out of having their data collected, but they have to know about it first.
Like so many, they are crossing the personal privacy line.
It’s no secret that mobile radio listening is growing in Houston and worldwide, but the rapid adoption is surprising even to those who’ve been in Radio for years. The video above shows the number of mobile listeners and the number of desktop listeners for Clear Channel Media + Entertainment’s 6 Houston radio stations when listened to via iHeartRadio.com or the iHeartRadio app.
There are nearly 3 times as many people tuning in from a mobile device than are from desktop computers. It’s crazy because a couple years ago, mobile listening wasn’t eve an option…now it’s dwarfing desktop listening.
In comparison to terrestrial radio stations…a weekly cume of 186,000 (CCM+E Houston’s number of weekly mobile listeners) would rank around 24th or 25th on a Houston-Galveston 6+ ranker.
This doesn’t surprise me much. There is a massive industry built around Arbitron’s audience measurement and changing that is daunting for all traditional Radio operators.
From what I understand, there is a similar situation going on between Nielsen, Broadcast television and Cable. Cable operators, like Pure-Play Internet radio stations, want equal audience measurement, but Nielsen’s bond to Broadcast television looks an awful like Arbitron’s bond with Radio.
MOG is a subscription based music service that is adding a free music service to it’s $5/month unlimited streaming plan and $10/month unlimited mobile music offer. They are another company jumping into the fight for “i-ears” or “Internet ears” (those are nickpeterson.net exclusive terms I think – take that blogging community!). They are referring to their setup as a free music “gas tank” where sharing songs, making playlists and other actions earn MOG users more “gas” while listening uses the “gas” up.
MOG’s improvements prepare it to be more competitive with Swedish based Spotify which recently launched in the U.S. MOG, Spotify, Rhapsody, Rdio and Muve Music are all allowing customers to download and unlimited amount of songs to mobile devices with their subscription. They are usually priced around $10 per month for all these services. Rhapsody has around 800,000 users and Muve Music has around 200,000 so I guess we can assume that they are grossing somewhere around $8 million and $2 million respectively from subscriptions per month. That’s a really, really tiny audience btw. Mog says that it will serve ads on it’s service but not until after a commercial free window surrounding the launch.
All of this is moot, of course, because Clear Channel is going to eat all of their lunches with iheartradio’s upgraded capabilities and features. It’s my opinion that most of these tech chumps are bringing a knife to a gunfight. They know systems but not radio. They understand cutting deals but not serving customers. It’s funny because a portion of the internet radio community (the yo-yo’s) somehow position Clear Channel and big radio as an enemy and they suggest it’s too late for them to get into Internet radio. That’s absurd.
Without Clear Channel (the leader) and other radio companies, these services have little value because music subscription services and playlist features don’t do squat to promote and ultimately aen’t very exciting. I get bored and frustrated trying to choose playlists and schedule my on demand choices all the time. It’s kinda like how I feel about buffet restaraunts. I enjoy them occassionally, but usually I want to be served if I am going out to eat. I like it when my radio station serves me my enteratinment with an awesome personality keeping me engaged and things happening that keep me involved.
I think that people, regardless of how advanced they are with their smart devices, want to be lead to the audio and video content they want and Radio and all of the incredible radio personalities in the U.S. are the only ones that can do it.