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Strategies for approaching the challenges and
opportunities of aggregators
1 ) U n d e r s t a n d t h e o n l i n e a u d i o l a n d s c a p e y o u r s t a t i o n s a r e c o m p e t i n g i n :
• What proportion of your station traffic is coming direct from your digital properties, what proportion
through aggregator services?
• What devices are people using to listen to your stations, do you have a strong presence there?
• Why are listeners choosing to tune in to your stations via aggregators, rather than through your
website or mobile apps?
2 ) D e t e r m i n e t h e f i n a n c i a l i m p a c t o f a g g r e g a t o r s :
• Does the presence of your station streams on aggregators substantially increase the size of your
audience – locally, nationally and internationally?
• Are you able to monetise that additional audience effectively? As part of your cume audience and/or
as incremental reach/addressable impressions?
• Are there any implications to your revenues as a result of restricted data collection from aggregators,
for example due to the lack of registered listening or limitations on your advertising technologies?
3 ) D e c i d e o n y o u r p r e f e r r e d s t r a t e g y :
• Allow aggregators to make your streams available with no input from your station and keep only
server-side inserted/broadcast commercials simulcast advertising monetisation opportunities;
• Offer aggregators information, such as your updated station logos, stream URLs, etc. in order to
support their marketing and promotional role for your station brand;
• Engage with aggregators and attempt to negotiate data and/or revenue sharing deals;
• Engage with aggregators and request that they remove your station streams;
• Pursue legal avenues to prevent aggregators from making your streams available:
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Copyright infringement of your property, for example unauthorised use of your logos;
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Infringement of your ability to monetise your content, for example by preventing pre-roll or in-
stream advertising from being served to users.
4 ) C o n s i d e r a t w o - t i e r e d a p p r o a c h :
• Accept that some of your listeners will choose to access your content through aggregator services;
• Make only a simple simulcast service available there in order to convert to your own digital properties
with a better variety of content offer;
• Actively encourage listeners to switch to your own digital properties by explaining the benefits, such
as better user experience and higher quality.