The Listening and Advertising Experience

Radio Café 2012
Karnaval.com – The Listening and Advertising Experience
Ali A. Abhary
CEO
Spectrum Medya Labs
Copyright © 2012 by Spectrum Medya Labs Internte Hizmetleri Tic. A.S. All rights reserved.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or
by any means – electronic, mechanical, photocopying, recording or otherwise – without the permission
of Spectrum Medya Labs Internet Hizmetleri Tic. A.S.
This document provides an outline of a presentation and is incomplete without the accompanying oral
commentary and discussion.
COMPANY CONFIDENTIAL
Confidential
Contents
Karnaval.com
• The Strategy
• The Listening Experience
• The Advertising Experience
• Data and Results
Confidential
2
The Market Opportunity in Turkey
Digital audio advertising in Turkey addresses a combined market worth over 400 million TL annually, but which is
currently dominated by players that are unfriendly environments for advertisers – owned by brands themselves.
Turkish Addressable Advertising Market (F2011)
287M TL
Online
Advertising*
Existing Streaming Music Players
414M TL
Overall
Player
Description
Search engine
Owned by Turkcell
Broadcast Radio
Advertising
121M TL
On-demand platform
GSM operator
On-demand platform
Owned by TTNet ISP
On-demand platform
GSM operator
Mobile
Advertising
6M TL
On-demand platform
GSM operator
On-demand platform
Beer company
* Display / mobile / rich media / video
We’re not selling mobile phones, internet service, or beer.
We are about the listening experience in and of itself.
We are radio, not a music locker.
Source: Reklamcilar Dernegi, 2011
Confidential
3
Contents
Karnaval.com
• The Strategy
• The Listening Experience
• The Advertising Experience
• Data and Results
Confidential
4
Ubiquity of Access – “Karnaval 24”
Karnaval has been designed with ubiquity of access in mind – across internet-enabled telephones, computers, and
consumer appliances. The access coincides with all-day coverage – be where the user is.
Confidential
5
Karnaval for the Web
The flagship of the Karnaval platform, Karnaval.com, is designed to augment the listening experience with rich
additional information; user controls; contests and more.
Featuring
• Rich artist content (biographies, discographies,
photo galleries)
• Timeshifting of live radio broadcast
• Biletix-integration for real-time concert ticket
purchase call-to-action
• News, videos and other stories
• Soundcheck – live music throughout Turkey
• On-demand – first listen music discovery
• Kazan – user-generated contesting engine
• Live listener chat via Facebook
• Live video feed from DJ studios
• Social sharing of songs (Facebook, Twitter,
Pinterest, Google+)
• Next up song info
Confidential
6
Karnaval for Mobile
The introduction of the Karnaval Mobile Suite led to an immediate 25% jump in our listening statistics, as users took
the Karnaval platform with them on-the-go.
Featuring
HD quality sound  Rich artist information (biographies, photo galleries)  On-demand first listen
songs  News, weather, sports, finance, and concert listings audio podcasts  Song history  Social
sharing of songs  Favorites “wish list”  Top 20 charts and music videos  Music news
Confidential
7
Karnaval for Connected TV (Coming December 2012)
Turkey is 4th country in the world in terms of Connected TV penetration – Karnaval’s Smart TV app suite designed
across multiple platforms.
Full Karnaval Listening Features
Fullscreen Artist Slideshows Synched with Songs
Live Video from the Studios
Across Multiple Platforms
Confidential
8
Karnaval for iPad (Coming January 2013)
Our tablet offering will be much more than the iPhone app on a larger screen – functionality and features are being
designed to take full advantage of the increased real estate and unique navigation of the iPad.
Featuring
Unique iPad navigation menus  High definition sound  Retina display images
and more surprise features…
Confidential
9
Karnaval’s Two Complementary Listening Experiences
Lean Back
•
•
•
•
•
Lean Forward
Curated music streams
Non-interactive
Personalities and DJs to help navigate
Real radio experience
News, weather, sports and related
content
•
•
Social radio experience
Quasi-interactive
•
Participation in determining music
choices
Gamification elements
 Gives impression of interactivity
•
radio network
Confidential
10
Curated Stations – Just Enough Choice
radio network
Karnaval aims to have no more than 20 curated radio stations covering the broadest range of musical tastes – both
the head and a substantial part of the tail of consumer tastes. Just enough choice, no confusion.
Super FM
Zeplin
• Top 40 Turkish Pop
• Tarkan, Ajda Pekkan, Mustafa Ceceli, Halil Sezai
• Turkish / Foreign Independent Music
• Vera, Motto, Melis Danismend, Supergrass
Metro FM
Kantin
• Top 40 Foreign CHR
• Rihanna, David Guetta, Beyonce
• Teen Music
• Carly Rae Jepsen, Jessie J, Carrie Underwood
Joy Turk
Retroturk
• Turkish Slow
• Sila, Seksendort, Ferhat Gocer
• Turkish retro music (60s-70s-80s)
• Nesrin Sipahi, Sibel Egemen, Baris Manco, Ayla Dikmen
Joy FM
Jeton
• Adult Contemporary
• Zaz, Elvis Costello, Charles Azanavour
• Gamer’s radio
• Fuat, Manga, Tyga, Jay Sean, T-Pain, Ne-Yo
Radio Mydonose
Borusan Klasik (December 2012)
• Dance / Electronic
• Flo Rida, Inna, Guru Josh Project
• Classical
• Fazil Say, London Philharmonic, Sir Neville Mariner
Joy Turk Akustik
Joy Jazz (January 2013)
• Turkish Exclusive Acoustic
• Model, Seksendort, Hande Yener
• Jazz
• Kerem Gorsev, Dizzie Gillespie, Dave Brubeck, Miles Davis
Confidential
11
Curated Stations – Rich Radio Experience
radio network
Karnaval’s listening experience has been designed to offer a rich array of audio and non-audio content and
functionality – aimed at increasing user engagement and providing a “richer experience” than standard audio.
DJ Personalities, Radio-Feel
Biographies, Photos, Videos
Updated news, gossip
Pause live radio, rewind
Real Radio
Rich Artist Content
Music News
Time Shifting
News, Weather, Sports, Traffic
Giveaways, Sweepstakes
Real time Biletix integration
On Demand News
Contests
Concert Tickets
Confidential
12
Social Radio – Jelli
For those wanting a more active / participative experience, Karnaval is the exclusive partner in Turkey for Jelli – the
world’s only social radio interface, powering both digital and terrestrial stations.
A Revolutionary New Way of Listening to Radio
• Exclusive national license for Jelli technology
• Social radio experience – crowdsourcing
• “Control” of the playlist via democractic votes
• Votes of the majority determine “next song”
 “Power to the People”
• Facebook OpenGraph partner
• Web, iPhone and Android interfaces
• Control over digital and terrestrial radio stations
• Blurs the borders of terrestrial and digital
broadcasting
Confidential
13
How Jelli Works – Crowdsourced Music
Using the Web, iPhone or Android apps, listeners can entirely control the music played on a digital or a terrestrial
radio station – based on democratic votes of the majority.
Thumbs Up a Song Now Playing
Knock Songs Off the Air
•
•
If you love the song, then vote it
“thumbs up” (Efsane!)
Search and Vote Next Up Songs
Vote songs you don’t
like with the “thumbs
down” (Rezalet!)
•
Confidential
Search the next up songs or
the entire database to vote up
a song
Rocket or Bomb Songs
Off the List
•
Rockets and bombs allow you
to “power up”
14
How Jelli Works – Social Environment
In addition, Jelli provides both a highly social and a gamified environment in the selection and promotion of songs.
Rockets and Bombs
•
Rockets and Bombs are earned for each day a user logs on to the
service and is active
•
If a rocketed song earns “Full Rocks”, then the Rocket is refunded
•
Rockets and Bombs can be earned for providing additional user
information (date of birth etc.)
•
Rockets and Bombs can be gifted to a friend
•
Chat feature allows listeners to chat with each other, using Facebook
identities
•
Songs listened to / rocketed or bombed can be shared on Facebook
•
Listeners can follow each other
•
Dedicate songs to friends
Social Environment
Confidential
15
Jelli and Facebook
Jelli is fully Facebook-integrated. And one of the few music apps worldwide – and the only music app in Turkey – to
be authorized with Facebook OpenGraph, allowing a seamless Facebook social listening / sharing experience.
•
Jelli is one of only a handful of
approved Facebook Opengraph
music applications
•
Listening behaviour is published in
real time to the timeline for friends
to see
Confidential
•
Rockets and Bombs are published
to Facebook
•
Rocketed song is “notified” as push
notification in app when song is
playing
•
Rocketed songs are “announced”
on the air and Facebook identify
shown next to song
16
Impact of Facebook Open Graph Integration
Open Graph integration with the Facebook firehose is a proven way to increase usage across different services, as
shown by the example of the video sharing service, Viddy.
Source: KPCB, Mary Meeker
Confidential
17
Control the Terrestrial Airwaves
Convergence of Digital and Terrestrial
• Users of Jelli can actually control the live broadcast
on a national radio frequency
• The very first implementation of its kind in Turkey
• Brings down the walls of digital and terrestrial
Confidential
18
Contents
Karnaval.com
• The Strategy
• The Listening Experience
• The Advertising Experience
• Data and Results
Confidential
19
Simulcast vs. Karnaval Streams
Starting January 2013, audio streams and advertising for the terrestrial Spectrum stations shall be split into two – a
Simulcast Stream and a Karnaval Stream – to allow listeners and advertisers a choice in their respective experiences.
Stream
Distribution
Availability
Stations
FM / Terrestrial
Stations Only
•
•
•
•
Simulcast Stream
•
All Curated and
Social Stations
•
•
•
•
•
Listener
Experience
Station websites
Desktop Player
Audio apps (iTunes,
WinAmp, Windows
Media Player)
3rd party aggregators
(Tune-In,
Canliradyo.com)
Mobile apps (Tune-In,
Radyo, Radyom)
•
•
•
•
Karnaval.com
Karnaval Mobile Suite
Karnaval for Connected
TV
Karnaval for iPad
Jelli for iPhone / Android
•
•
Karnaval Stream
•
Advertising
Experience
Linear, audio-only
No user engagement
SD quality audio
Repurposing of the
terrestrial broadcast for
an internet stream
•
Audio / visual interface
Rich radio experience
(functionality, content,
social engagement)
HD audio quality
•
•
•
•
•
Confidential
Rebroadcast (simulcast)
terrestrial ads and ad
breaks
No direct measurement
possible
Provides same
distribution coverage as
pre-Karnaval
Fully digital audio ads,
synchronizable with
banners / pageskins
Targetable by
demographics,
geography, device or
context
Shorter ad breaks
20
An Immersive Advertising Experience
The Karnaval layout has been designed to maximize the advertisers’ impact while remaining an attractive part of the
overall user experience. Together with the audio, this creates a truly immersive advertising experience.
Confidential
21
Immersive Ads – Pageskin Branding + Banner + Audio
The Karnaval premier ad product – the “immersive ad” experience – combines digital audio advertising, call-to-action,
and a pageskin branding to deliver a richer message to the listener.
Confidential
22
Big-Box Banners
Traditional big-box banners are supported.
Confidential
23
Tower Banners
As are larger tower banners.
Confidential
24
Pre-Roll Videos
Pre-roll videos can be inserted in between each station-change – an effective way to convey video messages to
targeted audiences.
Confidential
25
Mobile Ads
Mobile advertising in the context of internet radio is a highly effective and underutilized medium. Karnaval’s popular
app suites are all capable of delivering your messages in a number of effective ways.
Advertising Types
• Audio ads
• Banners
• Interstitials
• Floating banners
Benefits of Mobile Ads
• Reach: Mobile devices have even higher penetration
rates than online – second only to television for reach
potential
Confidential
•
Interactivity: Similar to online advertising, mobile ads
can either drive consumers to take immediate action by
clicking through to the advertiser’s site, a landing page,
or even an e-commerce site.
•
Point of Purchase / Transaction: A person is one
click away from a purchase through their smartphone.
26
Targeting Audio Ads
Conducting digital audio ad campaigns with targeting features enables marketers greater control over their budgets to
maximize ROI and deliver better results from their campaigns.
Demographic
Targeting (2013)
•
As Karnaval captures increased demographic
information from its users, in 2013 we will enable
more detailed demographic targeting
•
The type of music (genre) consumers listen to say a
lot about who they are are their mindset. Genre can
be used to reach someone in a particular mood,
psychographic, lifestyle or interest cluster.
e.g., consder difference between Borusan Klasik and
Jeton
Station-Based
(Genre) Targeting
•
Device-Based
Targeting (Q1 2013)
•
•
Day-Part Targeting
Geographic
Targeting
Confidential
Devices have distinct demographic skews and
marketers can use available info from sources like
comScore to focus buys on specific devices.
Target market of iPhone versus Nokia users will vary
greatly.
•
Time-of-day targeting allows marketers to capture
listeners within specific segments of their daily routine
•
•
Country-based targeting is currently possible
IP-based intranational targeting is not very accurate
27
Digital Audio Creative
We recognize that digital agencies often do not always have “audio” creative at-hand. That’s why we have the full
resources of Spectrum Medya’s audio production studios and deep line-up of our voice-talent available at no additional
cost to help produce winning creative.
Turkey’s Leading
Voice Talent
Best Practices
For Digital Audio Creative
•
Audio ads should be short. Try to stay under
15 seconds.
•
Principles of radio creative established by the
Radio Ad Lab1 can also apply to digital audio
ads.
•
Strong beginnings make a difference.
Especially in such a short format, make it
strong and simple.
•
Remember to mention the brand at least twice.
•
TV audio soundtracks can either be evocative
or take away from the message. Use with
caution. Time is valuable, use it well. Start
strong and sustain interest throughout the ad.
State-of-the-Art
Production Services
•
Turkey’s leading voice talent pool, with
experience in radio & television commercials
and cinema dubbing
•
Outside talent can be sourced as necessary
•
Audio production facilities with state-of-theart recording and editing tools
•
6-person team with 60 years’ combined
radio and audio production experience
•
End-to-end sound engineering; composing;
recording; mixing and editing services,
including copywriting and jingle production.
2012 Mecra
Kategorisi
Radyo Dalında
Birinci
1
For more information please visit radioadlab.org
Source: Pandora “Radio Rampant” Whitepaper
Confidential
28
Contents
Karnaval.com
• The Strategy
• The Listening Experience
• The Advertising Experience
• Data and Results
Confidential
29
Measurement Sources
At Karnaval, we believe in transparent and measurable results for our clients. The best way to assess the
performance of your campaigns is to triangulate the different metrics from comScore, Gemius and Triton Digital WCM
(the global leader in internet radio measurement).
Triangulated
Audience Measurement View
Confidential
30
Unique Users
The primary metric of Unique Users has increased almost 220% since the launch of Karnaval.
Karnaval Daily Unique Users*
First 8 Months
Dec 2012
4,062,226
250.000
200.000
150.000
Feb 2012
1,269,730
100.000
50.000
2/23/12
2/28/12
3/4/12
3/9/12
3/14/12
3/19/12
3/24/12
3/29/12
4/3/12
4/8/12
4/13/12
4/18/12
4/23/12
4/28/12
5/3/12
5/8/12
5/13/12
5/18/12
5/23/12
5/28/12
6/2/12
6/7/12
6/12/12
6/17/12
6/22/12
6/27/12
7/2/12
7/7/12
7/12/12
7/17/12
7/22/12
7/27/12
8/1/12
8/6/12
8/11/12
8/16/12
8/21/12
8/26/12
8/31/12
9/5/12
9/10/12
9/15/12
9/20/12
9/25/12
9/30/12
10/5/12
10/10/12
10/15/12
10/20/12
10/25/12
10/30/12
11/4/12
11/9/12
11/14/12
11/19/12
11/24/12
11/29/12
12/4/12
12/9/12
12/14/12
12/19/12
12/24/12
12/29/12
1/3/13
1/8/13
0
* The number of users connected to a stream for a minimum of 60 seconds within a reported time period. This
number is estimated based on a combination of two combined metrics: IP address and user agent.
Source: Karnaval Streaming Statistics
Confidential
31
Average Active Sessions
The number of users simultaneously listening to Karnaval.com (during weekday prime hours) has increased over 50%
in the past 7 months.
Karnaval Average Active Sessions (AAS)*
6:00a.m. to 8:00p.m. – Monday thru Friday
18.314
17.430
18.483
13.477
13.791
13.785
14.204
01.04.2012
01.05.2012
01.06.2912
01.07.2012
01.08.2012
01.09.2012
01.10.2012
01.11.2012
2,968,459
3,735,317
3,568,027
3,737,653
4,552,545
4,986,458
5,972,731
6,215,149
1.04
1.02
1.00
0.99
0.90
0.91
0.85
0.81
12.044
Session
Starts
Average Time
Spent Listening
* AAS: Total Listening Hours (TLH) divided by hours in the reported time period. TLH is defined as the total number of hours that the station/publisher has streamed during
sessions with a duration of at least one minute in total within the reported time period.
Source: Triton Digital Monthly Ranker (WebCast Metrics)
Confidential
32
Total Listening Hours
The total number of hours streamed monthly has grown over 200% since our launch.
Karnaval Total Listening Hours*
13.101.503
12.531.797
10.332.164
10.674.496
8.060.216 7.871.775 8.040.264 8.277.623
6.779.658
4.111.733
01.02.12
4.428.208
01.03.12
01.04.12
01.05.12
01.06.12
01.07.12
01.08.12
01.09.12
01.10.12
01.11.12
01.12.12
* Total number of hours of streaming to listeners that were connected for a minimum of 60 seconds during a given time period.
Source: Karnaval Streaming Statistics
Confidential
33
Time Spent on Site
The average time spent on Karnaval – driven by at-work listening – drives a substantially higher number of minutes
than any other major site in Turkey.
Time Spent on Site for Selected Turkish Publishers
01:13:00
00:17:28
00:13:26
00:12:51
00:11:27
00:08:56
00:06:58
00:06:02
00:05:28
00:04:27
00:03:17
00:02:51
* Karnaval data not published yet at time of writing but extracted directly from Gemius and based on October 2012 performance
Source: Gemius September 2012 Results (as Published)
Confidential
34
Mobile App Adoption Rates
At Karnaval we believe that mobile is the future for online radio – and our listener’s rapid take-up of our iPhone and
other apps have proven us right. Today, we have over 200,000 iPhone apps downloaded – representing 10% of all
active iOS devices in Turkey.
Cumulative Downloads of Karnaval iPhone App
(Against Days Since Launch)
160.000
140.000
120.000
Number of Days to 100,000 downloads:
60 days - Hepsiburada
Number of Days to 100,000 downloads:
29 days – Karnaval.com
Number of
App Downloads 100.000
80.000
60.000
40.000
20.000
0
1
3
5
7
9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81
Number of Days After Launch
Source: iTunes; Webrazzi 27 February 2012; Pozitron
Confidential
35
Karnaval Mobile – Functionality and Reviews
Our success in mobile is driven by our focus on functionality, user experience – and is proven by our user’s ratings
and reviews.
Functionality
Karnaval
iPower
Kral
FM
SlowTurk
Radyo
App
Fenomen
Best
FM
NR 1
FM
Fizy
TTNet
Müzik
Turkcell
Müzik
Multiple Stations



-

-
-
-



HD Sound











Artist Biography

-
-
-
-
-
-
-
-
-
-
Time Shifting

-
-
-
-
-
-
-
-
-
-
On Demand Music

-
-
-
-
-
-
-



On Demand News,
Weather

-
-
-
-
-
-
-
-
-
-
Next Up Song

-
-
-
-
-
-
-



Song History

-
-
-
-
-
-
-



Music News


-
-
-

-

-
-
-
2,084
78
16
10
2,299
11
126
0
95
40
57
4,5
4
4
4
4
4
4,5
0
4
4
4
1,363
57
32
8
2,662
34
186
0
1,210
741
671
Iphone App
Number of Ratings
Number of Stars
Number of Reviews
Confidential
36
Jan 01, 2012
Jan 08, 2012
Jan 15, 2012
Jan 22, 2012
Jan 29, 2012
Feb 05, 2012
Feb 12, 2012
Feb 19, 2012
Feb 26, 2012
Mar 04, 2012
Mar 11, 2012
Mar 18, 2012
Mar 25, 2012
Apr 01, 2012
Apr 08, 2012
Apr 15, 2012
Apr 22, 2012
Apr 29, 2012
May 06, 2012
May 13, 2012
May 20, 2012
May 27, 2012
Jun 03, 2012
Jun 10, 2012
Jun 17, 2012
Jun 24, 2012
Jul 01, 2012
Jul 08, 2012
Jul 15, 2012
Jul 22, 2012
Jul 29, 2012
Aug 05, 2012
Aug 12, 2012
Aug 19, 2012
Aug 26, 2012
Sep 02, 2012
Sep 09, 2012
Sep 16, 2012
Sep 23, 2012
Social Buzz
Delivering “buzz” in the social media is also a key measure of Karnaval’s success – and by this measure, the newly
formed brand has outdone established competitors over the past year.
Total Cumulative Gross Impressions on Twitter
Mentions of “Karnaval” versus Competitors (2012)*
16000000
14000000
12000000
10000000
8000000
karnaval
6000000
powerturk
4000000
fizy
power fm
2000000
0
* Within Turkey only
Source: Topsy
Confidential
37
Spectrum Medya Labs İnternet Hizmetleri A.Ş.
Büyükdere Caddesi No. 23
CEM İş Merkezi Kat 4
İstanbul, Turkey 34361
Tel: + 90 368 6200
© 2012-2013 All Rights Reserved
Confidential
38