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Find out if you are keeping your listeners engaged!

You don’t need us to tell you how crucial time spent listening is for your share, therefore for your advertisement revenue.

We don’t discover anything new if we say it’s all about audience engagement. Give your listeners one opportunity to get bored and they will just leave.

You, Programme Director, Morning Show Producer or host, know how persistently you and your team need to pursue one single goal: keeping your listeners engaged. And you do so by making sure your programme contains interesting topics, relevant information, entertaining content, funny segments, authentic personalities, current stories or even controversial subjects. In every quarter hour segment. Anything but leaving your listener indifferent. Or even worse… turned off.

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Some stations end up using quite unconventional tactics to address engagement issues, like 90.3 AMP in Calgary, Canada.

These guys had the great idea of offering twice as much music per hour so the listeners don’t get bored… by cutting the songs in half!

Genius eh? (Is it? really?) But what if your station is news&talk? Well, you can always cut your personalities in half. Wouldn’t that bring your station some hype?

At Voizzup we are quite atypical, but probably not that much. We prefer focusing on the qualificatives that we used in a couple of paragraphs above: interesting, relevant, entertaining, funny, authentic, current, controvert… We think the most effective way for double-checking you are all those, or some, is measuring.

What do we need to measure?

This brings us back to the initial point: Voizzup measures listeners engagement.

And how do we measure engagement?

Well, we could tell you that we measure every listener interaction with the existing mobile app of your station while each of them listens naturally. We would say as well that we don’t miss a single click (play, pause, volume up or down, share, etc) so the information we extract is essentially qualitative.

But we prefer showing you. This is what we call Engagement Map. Brief explanation: reach per minute in white, increases of attention in red, decreases of attention in blue.

Have fun moving the cursor to the most and least engaging moments of the show!

Engagement News & Talk from Voizzup on Vimeo.

Risk-Decision

CHR: Safe is risky

Safe is risky. It is in business, in sports, in love… And it is in radio as well, especially in one format: CHR.

If you are a CHR Programme Director you already know playing safe is not an option:

  • You can’t play those songs that always perform well. Your station needs to introduce brand new music, and be the first.
  • Your morning show hosts can’t keep talking about what was trending in Twitter a couple of days ago. They need to surprise the audience, doing the unexpected.
  • You won’t beat your competitors with old-school promotions. You need to give your listeners an “oh-wow”, one that is worth talking about.

How does it feel playing with fire every day? How do you overcome fear to fail? Feel free to comment.

Voizzup introduces Lean Audience Research: air, measure, learn. We turn every on air content into a measured experiment, accelerating learning cycles and managing risk.

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Lean Audience Research: air, measure, learn

A few weeks ago one of the most relevant gatherings of radio professionals, Radiodays Europe, was held in Dublin, Ireland. For two and a half days more than hundred speakers shared their thoughts on the current state of our industry. Above all, experts and attendees talked about change.

Greatest ever period of change for radio

Helen Boaden - Head of BBC Radio - said that “Radio is facing seismic shifts in deep-seated listening behaviour”.

Hours of radio listening per week drop while time spent in mobile devices keeps growing. A new profile of consumer is rising, expecting all kinds of media “on their own terms” including on-demand radio. Global giants like Google or Apple (in addition to Spotify, Pandora or TuneIn) are entering a traditionally fragmented nation based industry, making competition more intense than ever before.

Jacqueline Smit - CEO of 538 - expressed similar thoughts. Media industry is changing fast and technology is directly involved in this change which, in Jacqueline’s opinion, is a constant.

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For Helen Boaden, although this shifting scenario affected young audience first, it is spreading to all age groups. These challenges for radio are not restricted to a specific demographic anymore. Jacqueline Smit, former head of Consumer and Online at Microsoft, was more explicit:

“I don’t believe in demographics, I believe in behaviours”.

Both Helen Boaden and Jacqueline Smit are convinced that, for radio to overcome constant change, the mindset of the industry requires a profound transformation. In Helen’s words: fail fast and efficiently, learn as quickly as possible, stand up and keep going. Or how Jacqueline Smit stated in her presentation: do, learn, optimize. This process reflects the basic steps of Lean Startup: build, measure, learn.

As a startup, Voizzup breathes Lean. We were really excited when we heard the directors of two relevant radio organisations align so clearly with our lean principles.

We proudly say, Voizzup is Lean Audience Research:

  • Our design methodology helps stations formulate the right questions by removing preconceptions in order to prevent looking in the wrong direction.
  • We turn the rotative nature of radio (songs, segments, benchmarks, topics) into measured experiments and learning cycles.
  • Our technology enables observation of listener behaviours, collecting huge amounts of data from every single listener’s interaction with the player of the station.

It was the lack of data what surprised Jacqueline the most when she moved from Microsoft to radio. Qualitative data rather than quantitative, she explained. Radio builds personal relationships with listeners. It’s about emotion and passion.

Therefore knowing when listening sessions start and end is not enough for Voizzup. We get excited every time data shows how listeners react with passion when their football team scores. We find fascinating seeing reflected in data how listeners’ attention intensifies when the host makes them laugh. We believe these examples illustrate data turning into insights.

The ideas expressed by the Head of BBC Radio and the CEO of 538 support that a new research for radio is both necessary and possible.

And you? Would you share your thoughts with us?
Contact us if you would like to learn more about Voizzup’s Lean Audience Research.