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Introduction to Triton Webcast Metrics for NPR Member Stations - 3/8/12

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Eric Athas
Eric Athas

Please join NPR Digital Services for an overview and Q&A about the latest addition to our suite of offerings, Triton Digital’s Webcast Metrics. This service will provide your station with real-time, accurate, meaningful on-demand data on stream listeners, presented in terms of both traditional radio metrics (CUME & AQH) as well as industry standard streaming analytics (AAS and ATSL). Webcast Metrics will provide you with greater insight into you digital audience's behaviors and can be used to provide underwriting teams and agencies of all sizes with credible real-time online audience measurement data.

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Introduc)on  to     Triton  Webcast  Metrics   for  NPR  Member  Sta)ons       March  8,  2012  
Agenda   •  Introduc2on   •  DS  Analy2cs  overview   •  NPR/Triton  agreement   •  Value  of  Webcast  Metrics   •  Service  overview  and  demo   •  Sign  up  and  implementa2on   •  Ques2ons   2  
Panelists   •  Phil  Johnson   •  Project  Manager,  NPR  Digital  Services   •  Michelle  BelleNere   •  Digital  Analy2cs  Manager,  NPR  Digital  Services   §  Bryan  MoffeP   •  VP,  Digital  Strategy/Ad  Opera2ons,  Na2onal  Public  Media   •  Jeremy  Argue   •  Director,  Adver2sing  Strategy,  Triton  Digital   3  
Analy)cs  with  Digital  Services   §  Webcast  Metrics  is  one  part  of  a  suite  Analy2cs  services   offered  by  DS   §  All  covered  by  DS  fees  (no  extra  cost)   §  Analy2cs  is  a  standalone  service  and  doesn’t  require  using   Core  Publisher  or  other  DS  products   4  
Is  my  site  accomplishing     the  goals  I  have  for  it?   Is  my  online  audience   growing?   Are  users  engaged  with     my  content?   Where  should  I  be  spending   more  2me  and  energy?   5  
Analy)cs  Service  components     Analy)cs  setup     Monthly   &  training     reports     Webinars,  blog  posts,     Custom  sta2on  report,   1-­‐on-­‐1  consul2ng,   streaming  metrics,     also  includes  Chartbeat   rollup  to  compare  against   Ac)onable   Focused   insights     tes)ng     Key  user  behaviors,   Live  A/B  tests  on   trends,  feature  usage,   important  goals     advice,  best  prac2ces   (e.g.,  pledge  op2miza2on)   6  
NPR-­‐Triton  Agreement   §  Two-­‐year  contract  between  NPR  and  Triton  Digital   (formerly  Ando  Media),  signed  late  2011   §  First  deal  with  a  third  party  vendor  to  bring  new   products/services  to  member  sta2ons   §  Webcast  Metrics  offered  to  NPR  members  as  part  of   analy2cs  service  covered  by  DS  fee  (no  extra  cost)   §  DS  will  also  offer  Triton  instream  ad-­‐injec2on,  at   addi2onal  cost  to  sta2ons,  later  in  2012     7  
The  Value  of  Triton  Webcast  Metrics   §  Provides  accurate  metrics  on  your  online  listening  audience   §  Presented  tradi2onal  radio  metrics  (CUME/AQH)  and  as   streaming  metrics  (AAS/ATSL)   §  Provides  real-­‐)me  metrics   §  The  only  digital  audio  sta2s2cs  accredited  by  the  Media   Ra2ngs  Council   §  Offers  deeper  insight  into  online  audience  (trends,   comparison  to  peers,  etc.)   §  Allows  for  bePer  mone2za2on  of  streams  (e.g.,  instream   underwri2ng)   8  
Stream  Mone)za)on   §  Radio  is  going  everywhere  –  through  streams   §  Streams  will  become  cri2cal  to  underwri2ng  revenue   §  Measurement  is  key  to  selling   •  For  simulcasts,  measurement  gives  bePer  audience  picture   •  With  Ad  Injector,  you  can  sell  streams  as  new  product   §  Pre-­‐rolls  are  good,  but  in-­‐stream  is  bePer   •  How  many  credits  in  40  minutes  of  programming?   §  Local  digital  is  the  growth  sector  of  adver2sing   •  Streaming  audio  to  grow  129%  this  year  (Borrell)   •  Radio  earns  more  on  local  ads  than  any  other  medium  (4:1)   •  Mobile/connected  devices  drive  >50%  of  Pandora’s  ad  revenue   9  
Webcast  Metrics:  Greatest  Thing  Since…   It’s  your  call!   10  
Webcast  Metrics  Service  Overview   §  Triton  pulls  stream  access  logs  from  host/CDN  (FTP)   •  Also  works  with  host/CDN  to  configure  real-­‐2me  metrics   §  Sta2ons  access  reports  on  webcast  listening  via  Triton   Control  Panel,  email,  RSS,  etc.   §  Training  provided  by  Triton   §  Support  via  Digital  Services   11  
Webcast  Metrics  Tools  Demo   §  Take  it  away,  Jeremy!   12  
How  Do  I  Sign  Up?   Email  us  at  analy)cs@ds.npr.org   Subject:  I  want  Webcast  Metrics!           13  
But  Wait  –  There’s  More!   By  signing  up  for  Webcast   Metrics,  you  also   automa2cally  get  access  to   all  DS  analy2cs  services!         14  
Webcast  Metrics  Implementa2on   §  Sign  Digital  Services  MSA,  if  not  done  already   •  Webcast  Metrics  is  a  triggering  event  for  DS  fees   §  Fill  out  install  spreadsheet  provided  by  DS   §  Tell  CDN/host  that  Triton  will  need  access  to  logs   §  Register  for  Webcast  Metrics  training  session  (TBA)   §  Go  forth  and  measure!     15  
Ques)ons?   16  

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Introduction to Triton Webcast Metrics for NPR Member Stations - 3/8/12

  • 1. Introduc)on  to     Triton  Webcast  Metrics   for  NPR  Member  Sta)ons       March  8,  2012  
  • 2. Agenda   •  Introduc2on   •  DS  Analy2cs  overview   •  NPR/Triton  agreement   •  Value  of  Webcast  Metrics   •  Service  overview  and  demo   •  Sign  up  and  implementa2on   •  Ques2ons   2  
  • 3. Panelists   •  Phil  Johnson   •  Project  Manager,  NPR  Digital  Services   •  Michelle  BelleNere   •  Digital  Analy2cs  Manager,  NPR  Digital  Services   §  Bryan  MoffeP   •  VP,  Digital  Strategy/Ad  Opera2ons,  Na2onal  Public  Media   •  Jeremy  Argue   •  Director,  Adver2sing  Strategy,  Triton  Digital   3  
  • 4. Analy)cs  with  Digital  Services   §  Webcast  Metrics  is  one  part  of  a  suite  Analy2cs  services   offered  by  DS   §  All  covered  by  DS  fees  (no  extra  cost)   §  Analy2cs  is  a  standalone  service  and  doesn’t  require  using   Core  Publisher  or  other  DS  products   4  
  • 5. Is  my  site  accomplishing     the  goals  I  have  for  it?   Is  my  online  audience   growing?   Are  users  engaged  with     my  content?   Where  should  I  be  spending   more  2me  and  energy?   5  
  • 6. Analy)cs  Service  components     Analy)cs  setup     Monthly   &  training     reports     Webinars,  blog  posts,     Custom  sta2on  report,   1-­‐on-­‐1  consul2ng,   streaming  metrics,     also  includes  Chartbeat   rollup  to  compare  against   Ac)onable   Focused   insights     tes)ng     Key  user  behaviors,   Live  A/B  tests  on   trends,  feature  usage,   important  goals     advice,  best  prac2ces   (e.g.,  pledge  op2miza2on)   6  
  • 7. NPR-­‐Triton  Agreement   §  Two-­‐year  contract  between  NPR  and  Triton  Digital   (formerly  Ando  Media),  signed  late  2011   §  First  deal  with  a  third  party  vendor  to  bring  new   products/services  to  member  sta2ons   §  Webcast  Metrics  offered  to  NPR  members  as  part  of   analy2cs  service  covered  by  DS  fee  (no  extra  cost)   §  DS  will  also  offer  Triton  instream  ad-­‐injec2on,  at   addi2onal  cost  to  sta2ons,  later  in  2012     7  
  • 8. The  Value  of  Triton  Webcast  Metrics   §  Provides  accurate  metrics  on  your  online  listening  audience   §  Presented  tradi2onal  radio  metrics  (CUME/AQH)  and  as   streaming  metrics  (AAS/ATSL)   §  Provides  real-­‐)me  metrics   §  The  only  digital  audio  sta2s2cs  accredited  by  the  Media   Ra2ngs  Council   §  Offers  deeper  insight  into  online  audience  (trends,   comparison  to  peers,  etc.)   §  Allows  for  bePer  mone2za2on  of  streams  (e.g.,  instream   underwri2ng)   8  
  • 9. Stream  Mone)za)on   §  Radio  is  going  everywhere  –  through  streams   §  Streams  will  become  cri2cal  to  underwri2ng  revenue   §  Measurement  is  key  to  selling   •  For  simulcasts,  measurement  gives  bePer  audience  picture   •  With  Ad  Injector,  you  can  sell  streams  as  new  product   §  Pre-­‐rolls  are  good,  but  in-­‐stream  is  bePer   •  How  many  credits  in  40  minutes  of  programming?   §  Local  digital  is  the  growth  sector  of  adver2sing   •  Streaming  audio  to  grow  129%  this  year  (Borrell)   •  Radio  earns  more  on  local  ads  than  any  other  medium  (4:1)   •  Mobile/connected  devices  drive  >50%  of  Pandora’s  ad  revenue   9  
  • 10. Webcast  Metrics:  Greatest  Thing  Since…   It’s  your  call!   10  
  • 11. Webcast  Metrics  Service  Overview   §  Triton  pulls  stream  access  logs  from  host/CDN  (FTP)   •  Also  works  with  host/CDN  to  configure  real-­‐2me  metrics   §  Sta2ons  access  reports  on  webcast  listening  via  Triton   Control  Panel,  email,  RSS,  etc.   §  Training  provided  by  Triton   §  Support  via  Digital  Services   11  
  • 12. Webcast  Metrics  Tools  Demo   §  Take  it  away,  Jeremy!   12  
  • 13. How  Do  I  Sign  Up?   Email  us  at  analy)cs@ds.npr.org   Subject:  I  want  Webcast  Metrics!           13  
  • 14. But  Wait  –  There’s  More!   By  signing  up  for  Webcast   Metrics,  you  also   automa2cally  get  access  to   all  DS  analy2cs  services!         14  
  • 15. Webcast  Metrics  Implementa2on   §  Sign  Digital  Services  MSA,  if  not  done  already   •  Webcast  Metrics  is  a  triggering  event  for  DS  fees   §  Fill  out  install  spreadsheet  provided  by  DS   §  Tell  CDN/host  that  Triton  will  need  access  to  logs   §  Register  for  Webcast  Metrics  training  session  (TBA)   §  Go  forth  and  measure!     15  
  • 16. Ques)ons?   16