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Media Intelligence : 2008 Intelligence
For information on your sector go to www.mediabiznet.com.au Austereo – Integration is the key Content, integration and engagement are the buzzwords atAustereo. Emma-JayneOwens, Sales Director, Austereo Network Sales explains. Digital Radio is being launched in 2009. How will this aff ect advertisers and consumers? It’s quite ironic because we are actually sending our signal out in digital, but it is being analogued, so we are already enabled and we had a plan to make sure of that. Hopefully it shouldn’t be too much of a change for either our customers or our advertisers, because it should enhance the off ering. We are doing a lot in the area of integration which means we are getting ready for digital. In terms of the quality of the off ering and how it sounds is one thing, but in terms of the content off ering, it could potentially provide a whole lot more opportunities for advertisers and really I think that depends on what the sets will look like. We are certainly approaching it as another platform off ering more opportunities to enhance our existing off ering. Over the last six months and looking forward at the next twelve months, our area of focus as a business is in the area of integration. What we are providing our advertisers and therefore pretty much a given for advertisers. The buzzwords are really content and engagement and what media owners are doing in those areas becomes increasingly important for advertisers. Promotion was the word of the 90s, and I think integration and engagement is what we are working with now. We are in-market at the moment with an integration case studies presentation demonstrating to our advertising agencies and clients some of the great work we have been doing to-date with our clients in terms of genuinely embedding them into the brand, or fi nding a way to deliver their message across a number of different platforms. What can we expect from Austero in the coming year? Integration. We are seeing a demand for it, and an expectation that we are able to deliver. We are in the process of building a brand new integration team within Austereo in the Sydney and Melbourne ?The buzzwords are really content and engagement and what media owners are doing in those areas becomes increasingly important for advertisers.? – Emma-Jayne Owens, Sales Director, Austereo Network Sales from a content perspective for our listeners is in that area, and across platforms. There are a number of diff erent areas for listeners to interact with our product and our brand. That is a significant focus for us. We have done a lot of work, and will continue to do a lot of work to embed clients’brands into our content in many diff erent ways. Whether it be online or whether it be on the street with events, it is all about providing those platforms not only for content opportunities, but for a better experience for the listener. What does the ongoing consolidation in the industry and the opportunity for cross platform campaigns mean for clients? I think the demand for cross platform solutions is markets to begin with. We have actually split internally – it is called the Austereo Integration Team – and their entire role is towork with programming and sales and our digital off erings to provide greater fl exible opportunities for clients. The whole idea is that our business is set up not only to deal with the demand we are seeing now, but also for what we believe will happen for the rest of 2008 and beyond. The need for being able to demonstrate engagement and provide solutions for clients that deliver on a number of diff erent platforms is where the business is heading. For me, the opportunity for Austereo, moving forward, is going to be about how we can demonstrate what radio commands. Radio as a whole is a medium that is still in growth, compared to some other mediums besides online. MEDIA Trends + Strategy 81