WideOrbit Blog

Simulcasting: Why Radio Stations Should Start Today

By | Blog, Digital Radio, Radio | No Comments

Simulcasting is rapidly becoming the preferred business model for radio stations to drive a streaming digital audio business alongside their core broadcasting business.

It’s popularity is growing fast because it frees stations to serve out-of-market listeners with different station content and ads. Stations can opt to serve its broadcast content and advertising to in-market listeners over the air or to their internet-connected devices.

Why stations should simulcast

Stations with the potential for significant listenership outside their home markets can benefit from simulcasting in three clear ways:

  1. Grow revenue by monetizing local and national audiences, either separately or in aggregate. Nielsen’s Total Line Reporting program lets stations add together their streaming and broadcast audiences for higher ratings. Station sales teams then gain the option to sell ads against their total audience or local and national audiences separately.
  2. Give advertisers more options to reach listeners and increase audio campaign efficiency. Spots are heard no matter what device a listener uses to access the station’s content. It also eliminates the potential waste of delivering ad impressions to listeners who live in areas where they can’t purchase the products or services being offered.
  3. Streamlined station operations. There’s no need for stations to hire ad traffickers to specialize in digital advertising nor will existing team members have to learn multiple workflows for trafficking different kinds of ads.

How simulcasting works

Let’s look at a scenario for a station operating in Seattle. In the illustration below, you can see that the station airs its audio from a broadcast tower to its local broadcast audience. It also streams with WideOrbit’s WO Streaming platform from servers to listeners who access its content from the internet.

Digital Radio Simulcasting - How it worksThe station’s broadcast content and ads are delivered to Seattle metro in-market listeners – represented by the dark green icons at left in the illustration – through their radios, car stereos and other traditional devices. On the right, the streaming server delivers content to devices to listeners both in Seattle and outside of the local media market. Whether the in-market Seattle audience listens from car stereos or phones, they hear the same content and same ads in the same order.

Based on its IP address, the station can make changes to the content flow to better serve non-Seattle listeners and advertisers, like replacing ads for local brands with internet-specific or national ads. This makes a more relevant and engaging listening experience for out-of-towners, who don’t get value from promotions about Seattle-based businesses and products.

How top stations are using simulcasting

Tim Murphy, VP of Digital Strategy and Enterprise Platforms at Entercom, said during a recent WideOrbit webinar, “For local sellers, simulcasting has been a win. They see an increase in ratings and get credit for people listening on different devices in different parts of the world in addition to our broadcast audience.”

“Advertisers feel good about reaching all listeners regardless of what kind of device they’re listening through. And it has simplified our operations quite a bit. We were dynamically inserting ads into the local broadcast before we switched. That created a relatively significant amount of administrative work and processing and traffic in continuity. That’s been eliminated.”

To learn more about simulcasting and how WideOrbit helps stations grow revenue and delight audiences with the latest in digital audio streaming technology, contact us at simulcasting@wideorbit.com.

This post was adapted from a recent WideOrbit-RAIN News webinar on simulcasting featuring executives from Entercom and Nielsen. Click here to listen to the full 60-minute presentation, including a discussion on how Nielsen’s Total Line Reporting program enables stations to monetize audiences listening online from anywhere in the world.

The WideOrbit PTV Post-Tribune: August 2016

By | Blog, Programmatic, TV | No Comments

The WideOrbit PTV Post-Tribune rounds up each month’s top news stories on TV advertising, the programmatic TV market, and their business impact for advertisers and broadcasters.

In this edition: TV still wins on attention, big screens are better than small, agency clients want their brands on TV, and ad buyers push for programmatic.

TV: The Strongest Ad Medium

TV Continues to Top Time with Media
US consumers spend an average of 35 hours per week watching live and time-shifted television, according to Nielsen Q1 2016 research.

Size Matters: TV Has Highest Video Ad Recall
In terms of ad attentiveness and recall, viewing on a conventional TV set trumps computers, smartphones and tablets.

Ad Agency Clients are Most Interested in Advertising on TV
When it came down to the advertising media their clients were most interested in, TV was the clear #1 choice.

Shifting Dollars Back to TV Drives Advertiser Success
An SMI study finds advertiser sales volume increases when digital budgets taken from TV are returned even partially to TV.

Local Broadcast TV Is Top Driver of Voter Behavior
How will politicians reach voters this year? More often than not, it will be through local broadcast television – and for good reason.

Programmatic TV Attracts Attention from Ad Buyers

Programmatic TV Ad Spending is Doubling This Year
Programmatic TV  is poised to experience explosive growth over the next several years, rising to 6% of all TV ad budgets by 2018.

Ad Buyers Plan To Increase Programmatic TV Spending In 2017
The number of media buyers spending more than 5% of their TV budgets with programmatic is set to nearly triple next year.

Targeting Is #1 Driver of Programmatic TV Buyer Adoption
Media buyers explain their top reasons why programmatic TV ad spending is projected to reach $4.43 billion in 2018.

Did we miss a must-read? Send it to us at sroberts@wideorbit.com.

On the passing of Greg Calhoun

By | Blog, Company News & Announcements | No Comments

Greg Calhoun passed away today at his Birmingham, Alabama home surrounded by his family. Greg was one of the four founders of One Domain, which WideOrbit purchased in 2012. After the acquisition, Greg stayed on with us to contribute to the growth and success of our WO Media Sales product.

Everyone at WideOrbit will miss Greg and his larger than life personality. Please join us in sharing our sympathies with Greg’s family.

Read More
Streamline your operations and maximize revenue in one comprehensive platform Let's Talk