We talked with easy-going Erik Barraud of AdsWizz, a global advertising solution provider to on-line audio and radio industries. Check out what he’s all about, plus important points on podcasting, monetizing, and reaching your audience.
-Erik has always been passionate about radio, playing around with the medium starting at 16 years old. He’s been involved with radio projects in France, though now is more focused on measurement and content performance analysis, beginning with his original startup Webmediastats, now partnered with AdsWizz.
-Among his early radio experiences, he kicked off a radio show back in 2004. Not satisfied with the music being played on the airwaves, he took matters into his own hands and started up a show centered around electronic music and rock called Crunk FM, which eventually evolved into ElectroRadio. Realizing he wasn’t the only fan out there, he gained an audience and let others join in the project, which he was involved with up until his startup began.
-Eventually Erik’s passion turned to what was behind the music and his radio activity, meaning who exactly his listeners were. By learning more about his audience and what they wanted, he could come up with better content. Internet radio consumption is fragmented, with listeners tuning in from wifi radio, computers, and mobile, so the point was to create a global measurement tool which eventually became Webmediastats. In early 2011, the company joined with AdsWizz, targeted in personalized audio ads.
-His advice to new podcasters begins with asking yourself important questions: who is interested in my subject? Who am I talking to? Check out how the community is broken up and look into their context. Talk about what you know and what you’re passionate about. The key is to do one thing very well and make sure your message clear, and of course, know your audience. Even if you have only a few listeners, if the content is quality your listeners will be as well, and will interact and be actively interested.
-At Radiodays Europe, he was a fan of what Elisa Escobedo, CEO of Audioemotion and owning 75% of the online audio market today, had to say. Make sure you create advertisements that fit into the context of your audience. Ads last less than a minute, so you have to make an impact in that short amount of time.
There, he also took note of how quickly FM is moving towards digital solutions, and how in Europe the use of PPM measurements (Portable People Meter) is really growing. A case study in Denmark showcases this, how not only the study of technology but how such measurements really help create new strategies – a great improvement for the industry. In general we’re all learning how to be more efficient online, taking advantage of mobile solutions, and looking at how radio can curve that way.
-Podcasting is always evolving, and we see new territory for it to “conquer” so to speak. Listeners used to always listen to FM all day long. If we break it down today, we see FM being listened to mainly in the morning as people get ready, and in cars on the way to work. In the office, however web radio has basically taken over. Soon we might be saying the same for those car rides and commutes. Understanding these contexts may help change how we produce podcasting and content. Also we’ll see feedback and results happening closer to real time than ever before thanks to social media. That changes how we produce content as well.
- As a final note, just remember, as a content producer he’s been there. Just keep up with what you’re passionate about, because that is your key driver. Your passion will help you monetize, make better content, interact, and be a better expert.