ARN Boss Ciaran Davis On Rebrands, Advertising, And The Power Of Radio To Set The Agenda
With ARN announcing its official ditch of the ‘Australian Radio Network’ name earlier this week, B&T spoke to CEO of HT&E (ARN’s owner) about what the change means for the brand’s future.
For Davis, the shift from Australian Radio Network to just ARN was a “natural progression” which reflected the business’s ongoing development.
“About three years ago, we introduced this concept of the audiosphere, which was in recognition that our audiences are skipping between radio, music streaming and podcasting effortlessly through iHeartRadio,” he said.
“Then [with] all the digital dynamic audio products that we have following in behind it, it made sense that we’d moved from being a traditional radio business into a total audio broadcasting business, with a much more digital slant and lens over what we do.”
This shift closer to digital audio would not come at the expense of radio, Davis stressed – “broadcast radio will still always be a very important part of our business” – but the rise of podcasts and music streaming has fundamentally altered the audio landscape.
“We’ve spent a lot of time in the last two years building up our our content in this area, building up our distribution platforms in this area,” he said.
“As a result, we’ve obviously got a much bigger audience. So dropping the ‘radio’ from our name – while it’s reasonably cosmetic in the exterior – there’s actually a lot of science and intellect on behind it.”
On podcasting’s astronomic growth, Davis again stressed that it was not “coming at the loss of radio.”
“Radio listening has continued to improve. But people are consuming more audio…because [it’s] the type of thing you can do when you’re doing other things, when you’re going to work, when you’re commuting, when you’re at the gym, when you go for a walk, when you just want me time.”
“What we’re very pleased about is that we’re still seeing growth in our core radio assets. But podcasts in particular have continued to grow, and grow a lot. I envisage that level of content creation will continue to grow.”
It is a market that has massive potential for growth in Australia specifically.
Davis said, “the uptake of podcasting in Australia is still relatively low compared to other countries. I think in the months and years to come, the commercialization of that content will catch up with consumption, and that should see continued investment in content and personalities.”
Last year, radio saw advertising slump. While it has begun to recover, Davis refuted the narrative that radio as a medium was negatively impacted by COVID.
“When lockdowns first happened in April of last year, there was a perception out there that radio listening was all happening in the car, as people were commuting to and from the office. What we saw was a large amount of cancellations in April in May for radio campaigns for the rest of the year, which meant we were starting again, if you like, from a booking revenue perspective.”
“What really happened is that radio listening increased and improved,” he continued. “People were spending longer listening to the radio because it was a form of information, but more importantly, it was a form of communication with communities that people felt connected to.”
By his own admission, it took the network “a little bit of time” to convince the advertising world that this was the case.
“But, pleasingly, as we saw towards the end of the year, we returned to growth. That was continuing this year, despite the fact that Melbourne was locked down on its own for a few months late last year.”
“You know, people who are advertising on radio…are continuing to spend, and increase in their spend because of the engaged audiences that we have, the more digitally focused products that we’re rolling out, and the fact that actually, radio advertising works.”
One of ARN’s greatest boons has been the acquisition of the Kyle & Jackie O Show, which joined KIIS 1065 from 2Day FM in 2014. Earlier this year, they knocked 2GB off the top rung of the breakfast ratings – a feat that hadn’t been achieved in 20 years.
The appeal of the pair, for Davis, is that they have an unmatched chemistry. They are also experts in the field.
“They’ve been broadcasting for 21 years. I’ve been lucky enough to work in radio in many countries and wherever I’ve been in the world, whether you like them or not, Kyle and Jackie are considered the best in the world at what they do, for the type of content that they produce,” he said.
He compared them to iconic UK hosts like Chris Evans and Terry Wogan, who have seen incredible longevity in their careers.
“I think it’s because A, they get on well, and B they have this great sense of chemistry. But C, and most importantly, they’re uniquely able to understand what the mood of their audience is on a particular day, or how a particular topic will go. You’ll find that with great radio announcers around the world, they are able to actually talk to their audience and talk about issues, whether it’s silly or serious, in a way that resonates with people. That’s a magnificent skill, a talent that not many radio presenters have.”
In late July, Sandilands dropped his own vaccine jingle to wide praise. This, in Davis’s mind, is the power of radio.
“What I am passionate about is [that] radio’s ability to drive the agenda is really strong. If you look at what’s happened over the past couple of weeks from, ARN perspective particularly, you have Kyle’s video about vaccination, which struck a chord much more than any political advertising I’ve seen to date in terms of talk ability and, and the ability to influence consumer’s perceptions.”
He continued with the example of Erin Phillips, one of the co-hosts of the Adelaide breakfast show, who creted her own 30 second ad in one night. It was then endorsed by the SA Premier Steven Marshall.
Jase of Melbourne brekkie show Jase & PJ asked Scott Morrison for an apology on the bungled vaccine rollout.
“He wasn’t looking to score political points,” explained Davis. “He was just tapping into what the audiences were thinking.”
“That’s radios great ability, that I think needs to be talked about more.”
From an advertising point of view, ARN is currently leading with their new proposition ‘Connections That Count’.
“It’s demonstrating that the connections that we have with our audiences, the touchpoints that we develop with them, and the products that we’re rolling out, actually form deeper connections for advertisers to tap into. We’re very active in market at the moment on that,” said Davis. He also cited the network’s focus on neurological research into audio advertising.
“More often than not, we just listen to the market, we listen to their clients, we understand what their needs are, which led us last year to launch ‘Dynamic Audio’, which effectively was digital advertising capability in a broadcasting environment. What we’re doing is developing an overall audio proposition grounded in radio, but really striking a chord with advertisers, particularly as we look to more digitally focused content and advertising solutions.”
Ultimately, though, ARN’s future relies on striking that balance between more content, more audiences, and new digital audio – and ensuring all of that resonates with advertisers. Along with their new dynamic audio product will be an audio planner, to show advertisers the best forms of audio advertising depending on the day.
Undoubtedly, the newly christened ARN has further changes in store.
Please login with linkedin to comment
ARN arn rebrand Ciaran Davis Kyle and Jackie O Radio Advertising radio interviewLatest News
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.