RDS
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FunTranscript
00:00All right, guys, we're going to get started. We have around 80 people on the call. So welcome to the first session of 2021. I hope you guys are all having a great start to the year.
00:12I'm sure you've noticed on your calendars, this session is now the third Tuesday of every month. It'll range from 30 minutes to an hour, just depending on the topic. So I'll update the event prior to just so you guys know how long it's going to be.
00:26A reminder for all of you out there, the day after we have this session, a recap email is sent over with two links. The first link has a link to the academy course that holds the recording, and it has the deck that we present off of.
00:42So you can find that information there. And then there's another link to ask questions. You can ask questions about the most recent training, future trainings, anything training related.
00:52It goes into a Monday board, and it goes directly to me so I can organize the questions. If we get a lot of questions around the same topic, then I can share some of the insight on the following training.
01:01So it's just useful to have it organized. So please, please utilize those links when necessary.
01:07We have a lot of exciting and fun topics to go through this year, new product rollouts, along with some sales tools.
01:14So that's something to look forward to. This week, today, we're talking about RDS, an oldie but a goodie.
01:23We are sharing RDS because we sell a lot of RDS. So why not just take some time, it's a 30-minute session, just to revisit RDS and just talk about some best practices so we can all just share some knowledge.
01:35So next slide, Kim. With us today, we have Luke New, Digital Ad Operations Coordinator.
01:44He works with RDS all the time, so he has some good tips to share with us today.
01:49Rachel Pond, she's going to share some good-to-know information around Fuse.
01:54And then Larry Julius, Market Development Manager, he is going to be a staple on all of these calls moving forward.
02:00So he is going to share data, he's going to share articles, anything related to the topic that we're covering.
02:08The point of this is, hopefully, we can gather some pearls that we can take to our advertisers for conversation starters, just some insights that can help us throughout the way.
02:20So we're going to start with some updates. I have two updates for you.
02:23Then we're going to go through all things RDS, and then we're going to end with the good-to-know information.
02:27So for starters, two updates for you. We have two new courses.
02:34The first one, Simplify, put out a new Digital 101 and 201 course.
02:40The 101 and 201 course, it's in one course now, and they've added 30 additional chapters.
02:47So there's a lot of information there. It's updated as of 2020.
02:51The last one was like four or five years ago. So it's fresh information.
02:55I sent the link out in the last Finish Strong Friday, and I'll send it again in the next one, too, so you guys have the direct link to access.
03:04Also, Beasley, we have a new Digital 101 course available next week.
03:09So we have all of our digital solutions in one course updated as of 2020, along with any other information that might be helpful when selling digital marketing.
03:19So please visit that when it's live. I'll send you guys the link when it's available.
03:26Next slide.
03:27So to kick off RDS, we have a short video for you guys to watch.
03:31There are a lot of screens out there, like a lot of screens everywhere.
03:47It's a challenge to cut through and stand out.
03:51It's time for radio to break through and grab the attention of its listeners with powerful visual displays delivered by Q and its patented technologies.
03:59Q makes radio look as good as it sounds, and Q's technology is ready to work for you, taking full advantage of today's expanding automotive screen technology, giving listeners a much better experience, and making radio even more effective for advertisers.
04:16As anyone in radio can tell you, brand recognition is everything.
04:23And as anyone in branding can tell you, recognition is about repetition.
04:28With Q's technologies, you'll hit your audience with consistent brand reinforcement.
04:33This means placing your brand right on their dashboard, visually reminding listeners who you are and what you're about, and what your clients are about.
04:41Increasing visibility means increasing attention and impact for your advertisers.
04:46It means new revenue for your station.
04:49Whether listeners' vehicles have RDS or HD radio, Q maximizes their in-car listening experience and makes sure radio stays in front of your listeners' minds, in the dashboard, and on smartphone screens.
05:02Q can even help with public health and safety.
05:04Its ability to display special alerting and public safety information ensures radio's leadership role during emergencies and crisis situations.
05:14It may seem like a simple concept, but info like song title, artist, album art, client messaging and logos, ad visualization, and station branding play a huge role in both user experience and memorability.
05:28With this boost, your station's sales team can double down on their radio messaging with the aid of simple, but impactful visuals.
05:36Q is making radio look as good as it sounds.
05:40The only question now is, how can Q help you?
05:52Great. Thank you for playing that, Kim.
05:54So, someone just asked if they could have that video.
05:57That video is available at bbgi.com forward slash quu.
06:03I put it in the chat box.
06:05It's a nice, clean, easy, quick video that we can share that summarizes RDS.
06:11If you guys don't know, RDS is our partner that helps us fulfill our RDS orders.
06:20So, let's now go through a summary of RDS, and then I will hand it off to Luke.
06:29So, if we can go back to the deck, Kim.
06:33Sorry, I wasn't sharing.
06:34No worries.
06:36Okay.
06:36So, RDS radio data system, the digital boost that enhances the impact of traditional radio.
06:42So, RDS has a 64-character capacity to send scrolling text advertisements across an automobile's in-car dash.
06:49Basically, a mini billboard within the vehicle, right?
06:53The screenshot is on the right to show you what it looks like.
06:56RDS runs each time the radio ad runs for the duration of the RDS flight.
07:01Flights can vary based on advertiser needs, and logo will appear if the car display has the capability to show the logo.
07:08So, on the next slide, you'll see examples of what it looks like in different types of vehicles.
07:14So, there's a Silverado on the top left, Target.
07:17You'll see Expect More, Pay Less text.
07:20Then you'll see on the bottom left, the Chevy Traverse.
07:23That's for Victory, Chevrolet, and Charlotte.
07:27And then the top right is a Land Rover, Dunkin' Donuts.
07:29And then the bottom right is a Durango, and it's also showcasing what Dunkin' Donuts looks like there.
07:35Next slide.
07:39Okay, so what's our value proposition here?
07:41So, our value proposition is the dashboard interface has become another vital touchpoint for communicating with consumers.
07:48It's right there in our face when we're in the car.
07:51Radio commercials paired with in-car dash visuals significantly enhances commercial impact.
07:55Now, it's a mini billboard with a very large reach, and when it's paired with radio commercials, it has significant brand recall.
08:06So, that is the importance.
08:07That is our value proposition when we're talking to our advertisers.
08:10Furthermore, on the next slide, the power of RDS, here are some stats.
08:15According to Q, 64% of heavy AM, FM radio listeners say they regularly pay attention to their in-car dash screen.
08:26Those who recall a retailer's in-car visual are 12% more likely to visit the store.
08:32So, here are some stats to back you up, and then Larry later is going to share even more information around that.
08:39Okay, Luke, I'm going to pass it off to you.
08:44Let me find Luke.
08:47All right.
08:51Yeah.
08:52Hi.
08:53Luke knew.
08:54Like Ashley said, I'm a digital ad ops coordinator.
08:56I mainly work with POD1.
08:59If you hear that terminology, it's Charlotte, Fayetteville, Wilmington, and Las Vegas.
09:03So, over the next few slides, I'm just going to kind of go through a few tips and tricks and fuse ticket and asset curation, and then a little bit on reporting.
09:13So, kind of once you sell RDS, this slide kind of tells you what to do, where to go.
09:20So, just enter in a fuse request for the RDS readout, and make sure that it's for each station that the RDS needs to run on.
09:27This could be, you know, either it's running on multiple stations and you only need it to run on one, or it's running on multiple, so we just need to know exactly which station we're running on, so that way we can ensure that it gets there.
09:40Unlike other tickets, you won't need a click-through URL for this because RDS really isn't clickable.
09:45And then, for assets, make sure the following are uploaded.
09:51An approved SO, this just helps us verify what's in Marketron versus, you know, what's in Fuse.
09:56The RDS form, you can kind of see a screenshot of that to the right.
10:00That's what it looks like.
10:01It doesn't let you go over 64 characters, so that's kind of built in, you know, for your ease.
10:07And then, lastly, is a logo if you have one.
10:10It's not required, but, you know, if needed.
10:14And lastly, please, please, please, in the notes section, list out the card ID or the card IDs that will be running associated with the spots.
10:25Next slide, please.
10:28So, this is kind of just, I might read this verbatim and add in a little information as we go along, but this is just tips and tricks that help us help you.
10:37So, for starters, please set the start date for your RDS campaigns 24 hours after the spots have started on air and try to stick with selling RDS for campaigns that run for an extended period of time.
10:51There's a few stipulations behind this, but mainly it just helps us set up the campaign because the card ID and the advertisers, they need time to populate into the Q UI.
11:01So, what will happen is, you know, the logs get sent over and then once the logs are populating and spots are running on air, then Q will grab that data and populate it into its system so that way we can look for it and then build your campaign around it.
11:16So, like I said on the last slide, we require the card ID.
11:21This really just helps to ensure that we set up your campaign correctly and that it fires correctly with the correct spot.
11:29Because you don't, say you have an advertiser that's running multiple on-air spots, you don't want to fire a, you know, a quick cash message with like a debt consolidation on-air spot.
11:40So, the card IDs just help us determine where things need to go.
11:43So, this kind of ties back into those as well.
11:47Please notify your AdOps team of any changes.
11:51This mainly happens around a point that we'll touch on in a little bit.
11:54But the Q system won't let us know if a card ID drops, if an advertiser name changes on the SO.
12:02So, letting us know of any changes helps us better prepare to serve your ads.
12:07Like Ashley stated, the message can only be 64 characters long.
12:13And when it comes to this, please just stick with simple alphabet and standard characters.
12:17This is a platform requirement.
12:19It's not something that we have control over.
12:21And it just helps ensure that your message will run on any kind of radio device that has RDS enabled.
12:28So, it's best not to edit the advertiser name on the SO.
12:33This kind of ties back into those, the first and third point wherein if you do edit the advertiser name, new logs will have to be populated.
12:42And on those new logs, there will be a new advertiser name.
12:45So, the card ID will change.
12:47So, and when the card ID drops in Q, your message no longer runs because the two systems, whatever's happening in your local station versus what's happening with Q, they can't speak anymore.
12:58So, the message will stop.
13:01And lastly, for tips and tricks, the logo has to meet the following requirements.
13:06So, that's 200 by 200 pixels, less than 14 kilobytes.
13:11And then name the file something simple like RDS logo.
13:16So, this just helps the platform.
13:18The first two are platform requirements.
13:20And then the last part, the simple file name, it just helps the system pick up the ad when we upload the logo.
13:26Next slide, please.
13:29So, this on top is an example of what your RDS reporting could look like.
13:34But, you know, it'll change depending on the ad ops or, you know, depending on how we need to structure it best for your client.
13:42But, essentially, RDS reporting will always be in Excel format.
13:47That's the way it pulls from their system.
13:49And that's just the way that it populates.
13:51So, we can pull it really at any time.
13:54However, we do have a few restrictions.
13:56Say, I'm pulling a report today.
14:00I can only pull back two months from today.
14:03So, if you need RDS recaps, just please submit them within a timely manner.
14:08Say, you need the previous month.
14:09Just submit it that next day that the month after the month ends.
14:13Just to, you know, ensure that we're going to get all the data that we need to get.
14:17And, lastly, be pull by station, not by advertiser.
14:21So, it'll be, for Charlotte example, your report will be all of BAB, all of SOC, and so on and so forth.
14:28Lastly, to fill out a recap, please just fill out an RDS readout request, the same one that we would do to start the campaign.
14:36But, just in the notes section, state that it's for a recap.
14:38Okay.
14:47Okay.
14:49Now, Larry, take it away.
14:53All right.
14:53I'm just going to grab the screen for one second.
15:04You're good.
15:05You can see it.
15:06Excellent.
15:07Excellent.
15:07Well, RDS only works if people listen to the radio in their cars.
15:13You know, I need everybody's help.
15:14I need everybody to do, like, the home alone shocked face that Macaulay Culkin does when I tell you this next fact.
15:22Because it will blow your mind.
15:24No one listens to the radio anymore.
15:30It's true.
15:31Really.
15:31No one listens to the radio anymore.
15:33Of course, no one listens any less either, which is important.
15:38And that's why RDS is a great compliment to any advertising campaign that we sell that uses radios.
15:48Unfortunately, many business owners wrongly believe that the pandemic has killed radio listening by forcing our cars to stay off the road.
15:57That's just not true.
15:59So, the first car radio, I'll get to that in a second.
16:13I skipped ahead.
16:14So, it's not true that nobody listens to the radio anymore.
16:17Since the first radio stations went on the air, the pundits have been predicting the end of radio.
16:22The first such prediction was in 1927, when the Warner Brothers released the first talking picture.
16:29Then again in 1939, when gigantic 12-inch TV sets started showing up in our living rooms.
16:37Next came 8-tracks and cassettes and stereo.
16:39And in our lifetime, of course, radio was said to face annihilation from iPods, Zunes, remember Zunes, who had a Zune, Radio.com, Sirius, XM, before they were Sirius XM, YouTube, Spotify, and Pandora.
16:58But not even a worldwide pandemic has been able to make the doomsayers' predictions come true.
17:05In all of our Beasley markets, despite the pandemic, AM-FM radio reaches more adults each week than all of the media.
17:14More than TV, more than cable, yes, more than Facebook, more than OTT, more than newspaper, more than podcasts, and more than streaming audio.
17:22Radio's ability to survive is due, in part, to its position on our dashboards.
17:28The same place are the SLA's.
17:31So, the first car radio was introduced in 1930 by the Galvin Manufacturing Company of Chicago.
17:40The cost of the first radio is about $120.
17:43That's $1,500 in today's dollars.
17:46So, you really wanted to have one.
17:48You needed to pay big bucks for it.
17:51And that first radio, by the way, was called the Motorola.
17:56Yes, that Motorola.
17:58That was the first car radio.
18:00And one of the company's owners, Frank Galvin, installed the very first radio into his 1928 Studebaker.
18:06Now, I couldn't find a picture of that car, so I substituted it with this picture of a 1932 Ford Model B,
18:16which, if we have any hot rodders out there or any Beach Boy fans, you'll recognize this as the famous Little Deuce Coupe, a 1932 Ford Model B.
18:25And even today, 91 years after radio came into our cars, it's used more often while driving than all other audio sources.
18:34Check this research from Edison Media.
18:38This is from October, November.
18:4550% of all audio usage in the car is to AM, FM, or radio.
18:50Nothing really even comes close.
18:52Number two is the music we own, like our own MP3s or our CD collection.
18:57SiriusXM, online audio, Spotify, Pandora, and podcasts.
19:02That's way down.
19:03Radio still rules our dashboards.
19:09So, at the beginning of the pandemic, as our radio markets were ordered to lock down, many radios were delegated to our garages as we began to shelter in place.
19:20This is evidence in data from the Department of Transportation and from Apple Mobility that shows a pronounced dip in the number of people staying at home and the number of trips being taken.
19:30So, you can see that on this slide, the pandemic is, you know, kicked in around March.
19:38And this red line shows the number of people staying at home.
19:40The green line shows the number of trips being taken.
19:43This is the Augusta radio metro.
19:45And you can see that soon after when we got into May, both the number of trips taken and the people staying at home began to get near or close or about the same as the index.
19:58The same thing holds true for Augusta for the Apple Mobility Index.
20:05Check this out.
20:06The shutdown, of course, people stopped using radio.
20:10People got off the roads.
20:11But as of January 13th of this year, you can see us were well above the index compared to pre-pandemic levels.
20:19Now, this is true.
20:21We're not going to dwell on all of our markets, but I'm just going to fly by.
20:24Every single one of our markets exhibits that same usage of people driving and therefore using their radios in their car.
20:38Look at Detroit.
20:39One of the most hit of our markets in the course of the pandemic early on, the people on the road is at pre-pandemic levels.
20:50Same thing in Fayetteville.
20:52Same thing in Fort Myers.
20:53What's interesting about Fort Myers, Fort Myers is the number one American city in terms of traffic congestion right now.
20:59Same is true in Las Vegas.
21:02Same is true in New Jersey.
21:05Same is true in Philadelphia.
21:07Same is true in Tampa.
21:11And same is true in Wilmington.
21:13And don't worry, I know I flew through those slides.
21:15These will all be published as part of blog posts on our advertising sites tomorrow or Thursday.
21:24So you'll be able to access all of these slides for each of our individual markets.
21:30But the other thing that makes this evident is the use of radio sort of returning is according to data from Edison Research, prior to the pandemic, 32% of radio listing, which is that red box there, occurred in the car.
21:48During the depths of the lockdown, that dropped to about 20%.
21:51But by July, most of radio listing, of course, returned back to the car.
21:58And this share is expected to grow again when Edison releases its Q4 study later this week.
22:05So people are using radio in their car where RDS is being used.
22:10And finally, radio is beginning to make a complete recovery.
22:15It's no secret we did take a hit with a couple of things early on in the pandemic, essentially Q2.
22:21But as consumers return to the road, they have fortified their radio listening.
22:27According to Nielsen, radio's reach has returned to 97% of its pre-pandemic listening levels.
22:34That's signified by the red Q numbers.
22:37That means we're reaching just about the same number of people every week that we did prior to the pandemic.
22:44And the average quarter-hour listening, which is the blue bars, which is an indication of the time people are spending to radio, that's almost returned to pre-pandemic levels.
22:57And as more and more cars return to the road, as more and more people return to work, and as we move forward for Q1, we anticipate that radio will have made a full recovery to pre-pandemic levels.
23:10I mean, that's awesome news for those of us who want to include RDS, is our big customers are telling us that nobody listens to the radio anymore because cars are not on the road.
23:22It's just not true.
23:26And that's good to know, and I think Rachel has some good to know stuff for us, too.
23:35Thank you, Larry.
23:36That was awesome info.
23:37I love all the graphs and all of the numbers.
23:39So I'm going to bring to you guys today some good to know.
23:42We'll go to the next slide.
23:44It's in regards to Fuse.
23:46We are releasing an enhancement tomorrow, and the enhancement goes over change requests and rejecting requests.
23:54I sent out, I think I spammed everybody that I could on Friday and sent out these release notes to everybody.
24:00If I missed you, or if this thing goes live tomorrow and you have questions, don't sit there in silence.
24:06Please email us.
24:07You can email me directly, rachel.conn at bbgi.com, or email us, digital.help at bbgi, and we will answer any and all questions, get you the documentation that you need.
24:20So don't suffer in silence if you have a question.
24:23So on the next slide, I'm just going to go over quickly the change request enhancement.
24:30Go back one more.
24:32There we go.
24:33So the change request enhancement will be included on any requests that you have with the pod team, social sales, or corporate creative.
24:42Once the request is the term active or closed, you'll actually have the ability to go in and submit a change request.
24:49You'd use this, use cases for this is if you're working on a campaign and you had to change the URL.
24:55Maybe you had a creative change mid, you know, as the team was working on it, and you needed to update the creative.
25:02You could enter a change request there.
25:04When not to use this enhancement.
25:06Any major strategy shifts to your campaign, if you're doing something as far as changing maybe a target demo significantly that would change the campaign setup, or extending a campaign.
25:20Keep in mind that you will not use this change request and that you may need to enter a brand new request.
25:26So if you have any questions, reach out to the team member who you're working with the request on, and they can kind of help guide you on the best way to enter that request.
25:33I have, in everything that I release to everybody, a release functionality video that you can view, and it will take you over step by step how this will work for you, and then how your counterparts will work within the change request.
25:48So I really recommend everyone to take the video, so that way you understand the enhancement that's coming tomorrow.
25:55The next enhancement that is coming is rejecting requests.
26:00So this has multiple different facets in it.
26:03This is the largest piece of this enhancement.
26:05So again, please watch the video.
26:07I will do my best to explain and walk you through the enhancements today, but the video is the best way to get the information.
26:15So rejecting requests allows the person that the request is assigned to the ability to reject a request based off of one of the following reasons.
26:25This is available on all request types for anyone across the organization can reject a request.
26:43Within that rejected request enhancement, we also created and had some enhancements to the dashboard.
26:49So you will see a rejected request view that will show your rejected requests.
26:54You will also see a draft due soon in your dashboard, a little area.
27:00This is one of my favorite parts of this enhancement.
27:02So I know a common use case for all of us is you may get started entering your FUSE request, and maybe you have some of the information, but not all of the information.
27:11The draft due soon kind of keeps track of those drafts that you have and allows you to easily come back to that request that you created.
27:18And then finally, we added in an option that you can receive an email when your request is rejected.
27:26So that way you can jump on those rejection requests and get things taken care of quickly.
27:30This is awesome functionality that's going to allow all of us to keep track of where our campaigns are and where our requests are.
27:38And please make sure that you watch the release video in this documentation.
27:43So if you guys have any questions, please reach out to me, digital.help at bgi.com as well.
27:49We're happy to answer any questions you have.
27:53Thank you, Rachel.
27:54And thank you, everyone, for joining the call this week.
27:57Please check out all of the resources in this session today on Academy and then the trainings that we have available through Simplify and then our new Digital 101.
28:06Reach out to any of us for questions, and we'll see you guys in a month.
28:10Talk to you guys soon.
28:11Bye.
28:43Bye.
28:43Bye.