Time for Podcast

Octa Ramayana for Coworkinc Netwarming Event #4

Radio is Dead?

Source: GroupM, December 2012

Ad Spending - By Media in Indonesia

Every year, radio listener in Indonesia dropped 3%

25% of total population

Nielsen, 2014

What is Podcast?

Podcast

Personal On Demand (POD) + Broadcast

Evolution from Radio Talk shows and MP3 Music

Early support from iPod

Contain RSS feed

Tools for Podcasting

Hardware Software

Media Hosting

Serial• Started in October 2014, as NPR’s

American Life• Investigating the 1999 murder of

school student in Baltimore, Maryland

• Fastest podcast ever to reach 5 million downloads

• 40 million downloads for total season• 1 podcast channel is made for

discussing “serial”

StartUp• Started in August 2014• Documents the development of

Gimlet Media through narration and story-telling

• Raised $1,5 million • Found a good way to sell ads in

the episodes, by narration and story-telling

Why Podcast?

Hungry for Attention

Blogs:450 million published

Youtube:1,2 million

hours/month

Podcast:300,000 channels

Why podcast?In a world filled with people that want content at specific

times, on specific topics, and for free, no medium is better positioned to serve them than Podcasting.

On Demand Targeted FREE!

Entrepreneur on Fire

- Arts: - Design - Fashion & Beauty - Food - Literature - Performing Arts - Spoken Word - Visual Arts- Business: - Business News - Careers - Investing - Management & Marketing - Shopping- Comedy- Education: - Educational Technology - Higher Education - K-12 - Language Courses - Training- Games & Hobbies: - Automotive - Aviation - Hobbies - Other Games - Video Games

Podcast Category- Government & Organizations: - Local - National - Non-Profit - Regional- Health: - Alternative Health - Fitness & Nutrition - Self-Help - Sexuality - Kids & Family- News & Politics: - Conservative (Right) - Liberal (Left)- Religion & Spirituality: - Buddhism - Christianity - Hinduism - Islam - Judaism - Other - Spirituality- Science & Medicine: - Medicine - Natural Sciences - Social Sciences

- Society & Culture: - Gay & Lesbian - History - Personal Journals - Philosophy - Places & Travel- Sports & Recreation: - Amateur - College & High School - Outdoor - Professional- TV & Film- Technology: - Gadgets - IT News - Podcasting - Software How-To

The Rise of Podcast

The rise of podcast

The rise of podcast

The rise of podcast

Podcast Market Characteristic

Well EducatedEarn Above

Average IncomeTech Savvy

Source: Slate Research 2014

90% of Podcast Consumers indicated that they had taken some kind of action as a

result of podcast advertising or sponsorship

67% don't mind sponsorship messages and occasionally find them useful, compared to only 6% positive sentiment expressed for television or commercial radio advertising.

The Consumer

79% agreed that “when price and quality is equal,” they “prefer to buy products from companies that advertise on or sponsor” the podcasts they regularly enjoy.

- Edison Research / Arbitron 2012 -

Power of Radio’s Characteristics

Personal approach

Proximity

Loyalty

Secondary / half ear media

Mobile / portable

Podcast ConsumerPodcast consumers index very highly for social networking behaviours.

78% of Podcast consumers use Social Networking, compared to 56% of the U.S Population aged 12+

iTunesChannel

soundcloud

facebook

youtube

twitterwebsite

Opportunity for Indonesia71,190,000 Internet Users

28,1% penetrationAPJII, 20 June 2014

278 Million Mobile Phone Subscription

122% penetrationBudde 2014

Internet Access Speed

2,4 MbpsRanked #93 out of 194 countries

katadata.co.id

The declination of radio listeners in Indonesia

3% every yearNielsen 2014

More cars is preinstalled witha USB and bluetooth connections