Broadcast Audio Replacement
Seminar & Discussion�27th September 2021
Introductions
Nick Piggott
Project Director
RadioDNS
Francis Goffin
President
maRadio.be
Valérie Janssens
Director of Development
RMB
RadioDNS Hybrid Radio
Nick Piggott
Deliver audio over broadcast
Reliable, ubiquitous, free to air
Enhance radio by using IP in parallel
Add content, metadata & interactivity
Broadcast Audio Replacement
Enable the seamless replacement of broadcast audio with audio delivered using IP
Seamless Replacement
Broadcast Audio 1
Broadcast Audio 2
Broadcast Audio 3
Broadcast Audio 1
Broadcast Audio 3
Broadcast Audio 2
Targeted Audio
Delivered using IP
Concept
Francis Goffin
Schematic representation of the broadcast coverage of the French speaking radio stations
Flanders
Wallonia
Brussels
Belgium
Schematic representation of the broadcast coverage of the Dutch speaking radio stations
Population:
11,5 million
Federal state
FM:
One FM network allowing many regional windows
(for local programs and/or for local advertising breaks)
Schematic representation of the broadcast coverage of Brussels and Wallonia
Brussels
DAB+:
One DAB+ layer made of 4 MUX,
allowing 4 regional windows
Schematic representation of the broadcast coverage of Brussels and Wallonia
Brussels
DAB+
Schematic representation of the broadcast coverage of Brussels and Wallonia
FM:
Brussels
From MANY to 4 regional coverages
How to turn this limitation into opportunities?
Brussels
Targeted audio replacement on DAB+/IP
(broadcast audio content replacement via internet
in a live DAB+ program)
DAB+ live radio program
Targeted audio content
Broadcaster
Advertising Sales house
IP
Listener
Sync
Sync
OR
Targeted radio content
Targeted advertising content
Advertising, individual songs, news, local content, etc
(any kind of listener targets)
Case Study
Valérie Janssens
Addressable TV with
ATV in a few words
Definition
ATV is a new form of advertising �that allows advertisers to address �the right message to the right household
Linear TV = context based
ATV = audience based
Interest
from a broadcasters’ point of view
Technical difference in measurement
LINEAR TV
Panel based
ATV
Settop box based
How it works
Content
AD A
AD B
AD C
AD D
Linear
Content
Content
AD A
AD C
AD D
ATV
Content
8s�Marker
Content
Content
Content
Content
Targeted�AD
FTP PX
RMB
RTBF
PX
Advantages
Granularity of measure
Data matching
Low waste
On-demand targeting
Qualitative context & content
Big screen – Shared view
Brand safe environment
High reach
Linear �TV
Digital
Addressable�TV
Bringing digital to TV
Linear TV
Optimized audience
Improved advertising �& brand experience
Attribution
Awareness
Consideration
Intent
Purchase
Power of TV combined �to digital personalization
ATV
Television
Buying process
Benefits
Advantages on TV consumption
CONSUMERS
Improved �Experience
Benefits
Advantages to manage a campaign
AGENCIES
New
Benefits
Advantages to deliver a message
ADVERTISERS
8/10 are interested in using addressable TV
Benefits
Increased
Opportunity
Efficient
Optimize
Use Cases
Nick Piggott
Use Case #1
As a broadcaster I want to replicate the geographical targeting of advertising I have across individual FM transmitters into a larger digital radio coverage (single frequency network)
Geo-targeted advertising
West�97.2MHz
North�96.6MHz
East�96.8MHz
South�97.0MHz
DAB�Single Frequency Network
or
Use "coarse" geo-information (GPS, Mobile Network) to locate and geo-target receivers
Use Case #2
As a listener I want to hear localised information about traffic and weather when I am listening to a national radio service
Localised Content
National Radio Network
or
Use "coarse" geo-information (GPS, Mobile Network) to locate and geo-target receivers
Use Case #3
As a broadcaster, I want to offer the same kind of personalised advertising to broadcast radio listeners that we can offer online
Use Case #4
As a listener, I would like to switch the current song with one I like more, and then go back broadcast when it's finished
Personalised / Targeted Content
Broadcast Radio Coverage
or
Use "coarse" geo-information (GPS, Mobile Network) to locate and geo-target receivers
Use personal information (through login?) about a user to target content to be delivered
Existing Use Cases
The method to replace audio is the same
The data used to decide which audio to replace differs
More Use Cases?
From broadcasters
From listeners
From manufacturers
Targeted Audio
Valuable for commercial radio
Valuable for public service radio
Requires individual listener data
A "login" standard already exists (CPA - Cross Platform Authentication)
Listener Data
Valérie Janssens
Targeting an audience
Actionable data
Internal data
External data
Household�profiles
Viewership
data
Enriched
data
Advertiser’s
data
Profile
Location
Content consumption
Ownership
Huge choice of criteria
Zip Code
Urbanization
Zone
District
NIS 9
Age
Gender
Language
Social class
Education
Family
Purchase Power
Business vs Private
Sport
Foot
Adventure
Foodies
Family / Baby Tech Savvies
Gamers
DIY
Health / Green
Pet Lover
Home
Building
Smartphone
Garden
Recent Movers
Lifestyle
Intent
Interior lovers
Promo buyers
Online buyers
Plane / Car travellers
Gastronomy lovers
Active social life
Optical buyers
Eco buyers
Pet/Dog/Cat owners
Etc.
Intent Car buyers
Intent Movers
Intent Renovators
From July
Use case « Local Advertiser »
ADDRESSABLE TV - Corica
Corica
Objectives
Target
Call to action
Corica�
Prestashop : www.corica.be
+45%
+13%
Corica
Prestashop : www.corica.be
+39%
X 1.6
Taux de transformation
(conversion e-commerce)
est le % de visites ayant abouti
à une commande validée
Next Steps
Nick Piggott
Technical Working Team
Collects Use Cases
Designs a technology solution
Prototypes
Publish a Technical Standard
Broadcasters and Manufacturers implement
Issues to address
Technology Solution
Works and meets the use cases
Data Insight
Access to the data that adds values
Incentives to Implement
Investment is required to implement this technology
What are the incentives to make this investment?�Are they aligned between broadcasters and manufacturers?
Questions
Join the Working Team
If you want to participate in creating this solution
(Access is for RadioDNS Members and invited guests only)
Broadcast Audio Replacement
Seminar & Discussion�27th September 2021
If you would like a copy of this presentation, please email feedback@radiodns.org