Audible-Deck_04262015_v6

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FINDING THE RIGHT AUDIENCE Suggest focusing on audiences with right behaviors and scale Curious Business Travelers (30m) Commuters (71m) At home parents (36m) Fitness Enthusiasts (70m) Cord Cutters (20m) Digital Empty nesters (20m) Source: MRI 2014 //
KEY SURVEY & RESEARCH FINDINGS 57% of podcast listeners advocate listening to audiobooks. 87% of podcast listeners are between the ages 18-45. 71% of 18-45 year olds subscribe to digital content services. People who enjoy reading books are 16x more likely to advocate audiobooks than people who don’t enjoy reading. Curious people are 34x more likely to advocate audiobooks than people who are not curious. 62% of audiobook buyers choose audio over other book formats because they can listen to the book in the car (Source: Audio Publishers Association ID 249827) These three audiences exhibit traits of curiosity and digital savvy and all share in behaviors that provide opportunity to achieve flow often. TOTAL ADDRESSABLE SIZE - 171M People BUSINESS TRAVELERS (30M) FITNESS ENTUSIASTS (70M) COMMUTERS (71M) 40% of podcast listeners listen to podcasts when they travel 87% of podcast listeners that listen to podcasts during travel subscribe to paid digital content services. 55% of podcast listeners that listen to podcasts during travel identify as curious people 71% of podcast listeners listen to podcasts when they exercise. 80% of podcast listeners that listen to podcast during to exercise subscribe to paid digital content services. 50% of podcast listeners that listen to podcasts during exercise identify as curious people. 51% of podcast listeners listen to podcasts while they commute. 88% of podcast listeners that listen to podcasts while commuting subscribe to paid digital content services. 50% of podcast listeners that listen to podcasts while commuting identify as curious people. (SOURCE: AUDIO PUBLISHERS ASSOCIATION ID 249827) //
Page 1 and 2: APRIL 27, 2015 RESPONSE TO AUDIBLE
Page 3 and 4: AUDIBLE 417K $50m Active Listeners
Page 5 and 6: 2012 BRAND STUDY SHOWED ROOM TO GRO
Page 7 and 8: POSITIVE GROWTH SEEN ACROSS THE BOA
Page 9 and 10: DEFINING OUR AUDIENCE
Page 11: THE SWEET SPOT A combination of beh
Page 15 and 16: MEDIA APPROACH CURIOUS PEOPLE WANT
Page 17 and 18: MEDIA APPROACH Universal Truth Bran
Page 19: MEDIA APPROACH ‘COMPLEMENT YOUR F
Page 22 and 23: RESEARCH TV DIGITAL RADIO OUTDOOR &
Page 24 and 25: SUGGESTED BUDGET SPLIT 8 2 27 6 2 5
Page 26 and 27: CHANNEL PLANNING DEMAND GENERATION
Page 28 and 29: CITY PRIORITIZATION Seattle San Fra
Page 30 and 31: MODELING
Page 32 and 33: ECONOMETRICS MODELING DATA • Ensu
Page 34 and 35: ANALYTICS TO PARSE THROUGH BIG DATA
Page 36 and 37: MODELING PROCESS Depending on the a
Page 38 and 39: DATA DETAILS: EXAMPLE Models levera
Page 40 and 41: BUILDING MODELS Models take histori
Page 42 and 43: TIME SERIES BASE VS MARKETING ATTRI
Page 44 and 45: RESULTS Digital/print publisher sus
Page 46 and 47: WHY DO WE NEED IT? The “70/20/10
Page 48 and 49: 70% EXAMPLES 70% DRIVE EFFICIENCY E
Page 50 and 51: 10% EXAMPLES 10% BREAK NEW GROUND I
Page 52 and 53: TEST & LEARN
Page 54 and 55: TEST & LEARN TEST & LEARN APPROACH
Page 56 and 57: PARTNER TEST - COMPARATIVE CATEGORI
Page 58 and 59: TESTING TRADITIONAL ABOVE THE LINE
Page 60 and 61: CORRELATION MEASUREMENT INDIRECT ME
Page 62 and 63:
REPORTING Dashboard which combines
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PACING SUMMARY //
Page 66 and 67:
CROSS-CHANNEL DASHBOARD Regional Br
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TECH SOLUTIONS ECOSYSTEM By selecti
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AD SERVERS Ad servers store creativ
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DMPS Data Management Platforms (DMP
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MULTI-TOUCH PLATFORMS Multi-touch a
Page 77 and 78:
VISUALIZATION TOOLS Visualization t
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MEASUREMENT
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ATL NON-DIGITAL KPIS Channels: TV,
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BTL DIGITAL KPIS Channels: Desktop
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FORECASTING IMMEDIATE Build a media
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