Triolo (Statcast): The pandemic has acted as a springboard for digital radios, reducing the gap with old technologies.Aggregators? If you are not well positioned, you become a number, you disappear. Certainly the aggregator does not value the contents. I think every broadcaster is right to use their own app, giving value to their programming also through vertical radios and other initiatives.With our tool we have carried out an analysis that shows customer loyalty, minute by minute. We show how many leave the stream in a given moment, and the content that was playing.Radio and podcasts: there is no competition of the platforms. The podcast is a modernized version of things the radio did years ago (like radio plays): programming that today have no place in the linear radio.
Platform analysis
In this new episode of Newslinet media monitor we explore the new features of the Statcast platform with Francesco Triolo of Meway , discuss the world of online radio today and try to understand if the pandemic effect has really changed the way we listen to the radio, in the direction of various distribution platforms. The full interview, which also touches on topics not included in this article, is available in Podcast format.
The interview
(Newslinet) - A flash on Statcast.(Francesco Triolo) - Statcast is responsible for collecting the statistics and connection data that arrive to the servers from the users of an online radio. You can register directly on our platform and start using it without even needing to contact us.
Beyond traditional statistics
(NL) - What information exactly can you get?(FT) - The service provides the publisher with a whole series of information that goes beyond the quantitative level. While traditional statistics only show sessions and connections, we can tell how many users have listened to a certain program, if they have disconnected and / or if they have reconnected… qualitative information.
Pandemic effect
(NL) - In the May 2021 interview you talked about an important growth in IP ratings thanks to the pandemic effect. Yesterday we saw a sharp slowdown - indeed retreat - of Netflix in terms of VOD. What about online radios ?(FT) - I think the pandemic has also acted as a springboard for digital radios, reducing the gap with old technologies. It certainly also made many publishers understand the importance of simulcasting and being available on every device.
(NL) - Looking at the numbers carefully, contrary to what almost everyone has said, it does not seem to us that the pandemic has substantially changed the growth rate of Netflix subscribers .(FT) - Indeed, by analyzing some specific cases of our customers, I too see a certain constancy ...
Statcast and CATI platforms
(NL) - It seems that electronic surveys in Italy (where the CATI method is still based) are struggling to be accepted ...(FT) - Look, the CATI method is a system that does not go well with our idea: in Statcast we go to analyze real connections by receiving constant feedback from servers. We have done research and development work to provide aggregate data - data from different channels - which allows us to give you the pulse of the real situation in real time.There is probably still some mistrust of this approach. But I'm sure the market will eventually prove us right.
Aggregators
(NL) - A few years ago there was nothing but aggregators, but today it seems that proprietary apps , such as RaiPlay Sound platforms , One Podcast etc. are the focus of broadcaster interest.(FT) - We who have been analyzing the streaming market for many years have seen the birth and growth of aggregators. But in these, if you are not well positioned, you become a number, you disappear. Certainly the aggregator does not value the contents. I think every broadcaster is right to use their own app, giving value to their programming also through vertical radios and other initiatives.
In short, how many listen to me online?
(NL) - Is the user of the Statcast platform able to get information like " Right now I have 10 listeners from TuneIn, 400 from my app, 120 from the site ... "?(FT) - Statcast analyzes the user agent over the IP, so in general we can tell what the traffic sources are. We can know what is the origin of a connection, we can even provide the ranking of the aggregators. The publisher has many elements to verify what works and what doesn't.(NL) - Can you give us an idea of the numbers?(FT) - Well, we have to respect the confidentiality of our customers.
Global audience
I can tell you that “in proportion” we have many more foreign users than Italians. Perhaps also due to the technological gap, there are still areas of Italy without broadband.
Radio and Podcast
(NL) - Andrea Borgnino of RAI sees podcasts and linear radio as a whole, which he calls “audio”. How do you see this synergy between radio and podcast platforms?(FT) - There is no competition. The podcast seems to me an updated version of things that the radio did years ago, think of radio plays, things that today have no place in the schedule.
Advertising
(NL) - In January you stated that with some beta testers you were studying the effectiveness of traditional advertising ( undifferentiated clusters ) compared to prerolls and midrolls and to what you called ...(FT) - Yes, we have carried out an analysis which shows customer retention minute by minute. We can know how many leave the flow in a given instant, in the face of a given content. The evolution of the concept is the new advertising module of statcast. A tool that allows you to enter the start and end times of the clusters and analyze the results.
Punctual reporting
I can tell my advertisers how many people actually listened to a particular cluster! But not only ...(NL) - To understand well, are you talking about dedicated clusters or the same advertising that goes on FM?(FT) - With the virtual splitters module we can vary the areal advertising.
Targeted campaigns
(NL) - Today a small shop cannot afford radio advertising as the broadcasting area - and related costs - is too large. Can you do better with this module?(FT) - It all starts with profiling. The connection is anonymous from our point of view, unlike servers such as Facebook's which have the complete listener profile. But in any case, the answer is yes.
Granular target
We too can provide as much granular targeting as desired, but - and pay attention to this - an integration with the radio app is required, which must take care of obtaining the geolocation clearance. Or at least have an internal user profile that includes useful data for the purpose of targeting, geographic and / or personal data . (MHB for NL)
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By Marco Hugo BarsottiTriolo (Statcast): The pandemic has acted as a springboard for digital radios, reducing the gap with old technologies.Aggregators? If you are not well positioned, you become a number, you disappear. Certainly the aggregator does not value the contents. I think every broadcaster is right to use their own app, giving value to their programming also through vertical radios and other initiatives.With our tool we have carried out an analysis that shows customer loyalty, minute by minute. We show how many leave the stream in a given moment, and the content that was playing.Radio and podcasts: there is no competition of the platforms. The podcast is a modernized version of things the radio did years ago (like radio plays): programming that today have no place in the linear radio.
Platform analysis
In this new episode of Newslinet media monitor we explore the new features of the Statcast platform with Francesco Triolo of Meway , discuss the world of online radio today and try to understand if the pandemic effect has really changed the way we listen to the radio, in the direction of various distribution platforms. The full interview, which also touches on topics not included in this article, is available in Podcast format.
The interview
(Newslinet) - A flash on Statcast.(Francesco Triolo) - Statcast is responsible for collecting the statistics and connection data that arrive to the servers from the users of an online radio. You can register directly on our platform and start using it without even needing to contact us.
Beyond traditional statistics
(NL) - What information exactly can you get?(FT) - The service provides the publisher with a whole series of information that goes beyond the quantitative level. While traditional statistics only show sessions and connections, we can tell how many users have listened to a certain program, if they have disconnected and / or if they have reconnected… qualitative information.
Pandemic effect
(NL) - In the May 2021 interview you talked about an important growth in IP ratings thanks to the pandemic effect. Yesterday we saw a sharp slowdown - indeed retreat - of Netflix in terms of VOD. What about online radios ?(FT) - I think the pandemic has also acted as a springboard for digital radios, reducing the gap with old technologies. It certainly also made many publishers understand the importance of simulcasting and being available on every device.
(NL) - Looking at the numbers carefully, contrary to what almost everyone has said, it does not seem to us that the pandemic has substantially changed the growth rate of Netflix subscribers .(FT) - Indeed, by analyzing some specific cases of our customers, I too see a certain constancy ...
Statcast and CATI platforms
(NL) - It seems that electronic surveys in Italy (where the CATI method is still based) are struggling to be accepted ...(FT) - Look, the CATI method is a system that does not go well with our idea: in Statcast we go to analyze real connections by receiving constant feedback from servers. We have done research and development work to provide aggregate data - data from different channels - which allows us to give you the pulse of the real situation in real time.There is probably still some mistrust of this approach. But I'm sure the market will eventually prove us right.
Aggregators
(NL) - A few years ago there was nothing but aggregators, but today it seems that proprietary apps , such as RaiPlay Sound platforms , One Podcast etc. are the focus of broadcaster interest.(FT) - We who have been analyzing the streaming market for many years have seen the birth and growth of aggregators. But in these, if you are not well positioned, you become a number, you disappear. Certainly the aggregator does not value the contents. I think every broadcaster is right to use their own app, giving value to their programming also through vertical radios and other initiatives.
In short, how many listen to me online?
(NL) - Is the user of the Statcast platform able to get information like " Right now I have 10 listeners from TuneIn, 400 from my app, 120 from the site ... "?(FT) - Statcast analyzes the user agent over the IP, so in general we can tell what the traffic sources are. We can know what is the origin of a connection, we can even provide the ranking of the aggregators. The publisher has many elements to verify what works and what doesn't.(NL) - Can you give us an idea of the numbers?(FT) - Well, we have to respect the confidentiality of our customers.
Global audience
I can tell you that “in proportion” we have many more foreign users than Italians. Perhaps also due to the technological gap, there are still areas of Italy without broadband.
Radio and Podcast
(NL) - Andrea Borgnino of RAI sees podcasts and linear radio as a whole, which he calls “audio”. How do you see this synergy between radio and podcast platforms?(FT) - There is no competition. The podcast seems to me an updated version of things that the radio did years ago, think of radio plays, things that today have no place in the schedule.
Advertising
(NL) - In January you stated that with some beta testers you were studying the effectiveness of traditional advertising ( undifferentiated clusters ) compared to prerolls and midrolls and to what you called ...(FT) - Yes, we have carried out an analysis which shows customer retention minute by minute. We can know how many leave the flow in a given instant, in the face of a given content. The evolution of the concept is the new advertising module of statcast. A tool that allows you to enter the start and end times of the clusters and analyze the results.
Punctual reporting
I can tell my advertisers how many people actually listened to a particular cluster! But not only ...(NL) - To understand well, are you talking about dedicated clusters or the same advertising that goes on FM?(FT) - With the virtual splitters module we can vary the areal advertising.
Targeted campaigns
(NL) - Today a small shop cannot afford radio advertising as the broadcasting area - and related costs - is too large. Can you do better with this module?(FT) - It all starts with profiling. The connection is anonymous from our point of view, unlike servers such as Facebook's which have the complete listener profile. But in any case, the answer is yes.
Granular target
We too can provide as much granular targeting as desired, but - and pay attention to this - an integration with the radio app is required, which must take care of obtaining the geolocation clearance. Or at least have an internal user profile that includes useful data for the purpose of targeting, geographic and / or personal data . (MHB for NL)