RADIO CONVERGENCE TRENDS TO WATCH IN 2014

MORE PEOPLE CONNECTING TO RADIO ON

DEVICES THAT AREN’T RADIOS

How many devices in your home allow you to

connect to a radio station through the internet?

Now how many devices, that aren’t in storage,

connect you through FM?

I’d wager that we’re conservatively looking at a

4:1 ratio.

From here on in radio is going to be consumed

on gadgets other than radios, so what passed

as radio advertising before is going to be

challenged purely because the listener has

changed.

STREAMING/ON-DEMAND LISTENING TO MOVE INTO

THE MAIN STREAM

One of the new habits that listeners will adopt is

on-demand radio in the home and in the car.

We will see streaming and on-demand

consumption move into the mainstream as

people explore the limits of their mobile devices

and high powered broadband.

However – while the on-demand culture will

become more main stream – I see people

starting to consume more niche programming in

this way.

MOBILE FIRST PROGRAMMING

It’s always interesting as a radio person to

watch the trends in TV – especially in the

sophisticated U.S. Market.

Major networks like Disney and MTV are

already launching new shows through their

tablet app, weeks before the on-air screening

date – creating real value for loyal fans.

I see the leading radio brands starting to

develop their programming and advertising

offerings with mobile top of mind and asking

how they can reward mobile and in-app

listeners.

POP-UP BROADCASTS

Niche programming for targeted audiences

will allow radio stations to offer content

beyond the all-things-to-all-people formula.

This will allow radio brands to create short

burst programming in the form of pop-up

radio stations AND pop-up video broadcasts

of the same events.

ADVERTISERS AND CREATIVE AGENCIES TO

EMBRACE THE TARGETED LISTENER

The new listener habits will give advertisers

direct contact with customers in a way that radio

has never previously offered.

Advertising can now be targeted and segmented

and decrease wastage while still keeping reach

and frequency high within the desired target

market.

Creative will take advantage of this and be able

to explore radio ideas and concepts that are not

always easy to implement on the traditional

platform.