FB DELVES INTO LIVE AUDIO: Facebook has quietly announced Live Audio functionality as a companion to its Live Video launch. This development has definitely caught the attention of broadcasters, as noted in the following RAIN and Radio Ink articles. The platform is literally what the name implies – live audio (up to four continuous hours), and nothing pre-produced or archived for future listening. So this won’t really rise to the level of a full streaming audio service. But what Live Audio can do is provide a platform for live performances. Think of listening to a live concert via FB instead of attending the show or streaming it. Granted the technical challenges around sound quality and the “sitting by yourself listening to a concert” factor may never truly replace the live music experience. But it’s still an interesting development to keep an eye on. (link1) (link2)
A VERY SMALL STEP FORWARD: Yesterday Nielsen announced it would increase PPM sample size across its 48 electronically-measured markets by 10% in 2017. Sample size (or lack thereof) has been a top complaint of broadcasters and agencies alike, so the announcement is seen as a positive step forward. However, we’re talking a baby step here. Even with the increased meters Nielsen’s only estimating to track 65,000 listeners per day. The 12+ population of the top 48 DMAs is roughly 132M. So sampling 65,000 of this group is only a .05% in-tab rate (that’s .0005 for you non-math majors!) Then Nielsen will take this one-half-of-one-tenth-of-one-percent sample and project out listening over the entire population. If that methodology was used by a digital publisher they’d get booed out of the industry. But in radio-land it’s being cheered. Is the broadcasters’ expectation of Nielsen really that low?!? (link)
2017 DIGITAL PREDICTIONS: And finally, each year Edelman Digital releases its Marketing Predictions for the upcoming year. This year’s list is fairly diverse, with an emphasis on chatbots, influencers, and attribution. It’s also interesting to see their take of the role of new technologies like VR and industry disruptors like Blockchain. For some context I’ve also included Edelman’s 2016 predictions below, which were pretty spot on. Given their track record the 2017 predictions in the following link are worth paying attention to! (link)
Have a great Thursday guys!
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