Another Example of Well Executed Ad-Insertion. But!

8-30-2012

Earlier this week we gave you an example of a station using ad-insertion that sounded very clean and was executed well (WPRO-FM). Today we'd like you to take a listen to WAPE-FM which is a Cox outlet in Jacksonville, FL. When you launch the player, it begins with short, local video ad before jumping right into the stream. It was smooth sailing when the stopsets started rolling. The transitions were smooth and the audio levels were sound. While the user experience were up to broadcast standards the station stream did highlight two issues radio is dealing with when it comes to streaming

The first issue is the length of our stopsets. One commercial load contained 8 units, most of them sounded like 60's. And if they sounded like 60's to us, they sound like 60;s to a fickle listener. There also seems to be a common belief out there that online listeners cannot tolerate this many interruptions, which is why Pandora is sticking to a small number of units every hour and iHeartRadio doesn't play any (on the curation side). When radio mimics its on-air signal in terms of interruptions, does the turn off the listener?

The second issue was the content of the stopset. It's become very clear when discussing streaming with PD's and GM's all over the country that selling online ads is not as easy as some would like to have you think. During one of the WAPE.com online breaks we heard an anti-depression ad, a commercial for Progressive, Val-Pak and a local retail ad. Those ads were followed by a student loan relief 800#, joint supplement 800#, inventor 800# and fixitfast.servicemagic.com, before seamlessly re-joining the music. Not a lot of local Jacksonville ads in the break.

What are you doing with your stream? Let us know. 

(8/31/2012 1:29:45 PM)
I'm not surprised at the solid stream from WAPE...Bill Hendrich is the market manager for Cox. He was one of the very first believers of maximizing radio's digital opportunity in 2000 and has continued to lead the way with new opportunities. As for local advertisers, I'll bet if you continue to listen, you'll hear plenty more. In response to Chuck: Listeners don't "want" the same promos and spots on the stream...in fact there's no way for them to know that they're different. It's just their favorite radio station.
(8/31/2012 12:55:50 PM)
What you folks continue to miss is that listeners want continuity... the same exact content including promos & commercial spots on both the streaming and terrestrial signals. One major issue with me is college football... stations sign deals with the college broadcast companies that prevent them from streaming the games. There is so much electrical interference in my home I cannot get AM or FM so I flip on WSB's streaming to listen to the Georgia game... sorry it's Clark Howard reruns because they can't stream the game
(8/31/2012 12:43:43 PM)
What you folks continue to miss is that listeners want continuity... the same exact content (including promos/commercial spots) on both the streaming and terrestrial signals. One major issue with me is college football... stations sign deals with the college broadcast companies that prevent them from streaming the games. There is so much electrical interference in my home I cannot get AM or FM so I flip on WSB's streaming to listen to the Georgia game... sorry it's Clark Howard reruns because they can't stream the game.

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How Streaming And Ad-Insertion SHOULD Be Done

8-28-2012

After listening to a lot of poorly executed radio station streams all over the country, we'd like to thank Digital Media Director for Cumulus in Providence, Patrick Austin for providing us with an excellent example of how the technology should be presented to listeners. When listening to WPRO-FM (on a PC) the sound quality was excellent, the audio for the stopsets sounded flawless, all commercials (not just some) were accompanied by a link on the player and re-entry to the over-the-air signal was smooth.

You can listen to the station and see the work WPRO has done HERE

We are told WPRO-FM account executives sell digital outside of the regular on-air spots.  Austin tells Radio Ink, "Our market has grown online listening to over 60,000 uniques monthly, specific to our digital platforms, over the past 18 months. Our engineering staff, programming and Digital work hard to ensure our stream quality is exceptional, as well as fill it with exclusive programming elements and perfected commercials. We have worked very diligently to provide a seamless experience for the listeners wherever they choose to consume our stations. The suggestion I would I would offer to local stations is to listen for an hour every few days at first. Experience the stream like your listeners do and the things that need addressing will become very apparent."

Tomorrow we will hear from Mike Agovino from Triton Media

(8/29/2012 6:58:49 AM)
This is a perfect example: It's not the ad insertion technology, it's how the station uses it at the local level.
(8/28/2012 10:16:05 AM)
I have worked with the Providence web team a few times, they are top notch. Great websites and understanding of radio, nice to see some positive press!
(8/28/2012 9:58:53 AM)
People who actually know what they're doing! Now, there's a concept that just might work. Well done!

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