How can you have a 'guaranteed CPM' over radio?

How can you have a 'guaranteed CPM' over radio?

The air time is purchased based on CPM. The industry works off Nielsen ratings (who bought Arbitron) which are published and made public several times a year for each participating station. This takes into account a surprising number of factors including time of day, day of week, average time a listener tunes in, station market share and several others.

When we purchase air time we do so by setting a max CPM for the budget for that particular buy. We are using a system to purchase un-used ad inventory that stations still have available for the following week. So we will be getting rates below what you would be offered by approaching stations directly.

The goal is to use this along with a co-op model to deliver value and have a cost effective (new) way to drive app downloads. I'll post more on demographic targeting below.

Just out of interest, did you have done some market analysis upfront ? Do you know how low the sales of your common app-developer is and this with almost worldwide selling platforms available. How much could a relativ local radio advertisment help in this case ? Did your $800 include the advertising costs of popular radio channels, or do you need to spend an other $XXXX to reach a broader audience ? Do you even hit the right audience ?

Good questions:

- Yes, we have been doing a lot of market research. I will include some additional details below for feedback.

- Yes, I have personally been a "starving app-developer" and the fact is the vast majority of apps are not generating much revenue at all:

http://techcrunch.com/2014/07/21/the-majority-of-todays-app-businesses-are-not-sustainable/

However, Sticky.fm is working off the premise that if your app is compelling enough, it just needs the exposure and critical mass of users to start the word of mouth chain reaction. I feel large market radio is a way to achieve this and rise above the noise of ASO and the other methods for promoting your app.

- Our initial campaigns are set to run in 5 large radio markets that we have selected, see PDF below (attached).

[attachment=22877:Stickyfm-Markets.pdf]

Overall, targeting gamers with smartphones stuck in traffic:

• Worst Traffic
• Highest Smartphone Penetration
• Top "Tech" US cities
• Top US Gamer Cities
• Top US Trend Setting Cities

For demographics we are able to target by gender, age and others via radio industry metrics. We are basing our targeting using data from Flurry (see below) on demographics by given game type, since they do differ, and plan to target accordingly.

[attachment=22867:Demo-Graph-1.png]

[attachment=22868:Demo-Graph-2.png]

We're seeking two mobile apps that we can produce a demo radio commercial for.

There is no cost and the spots will be published on our site as a demo (free promotion for you).

PM me if interested. You can also browse our beta site for more info http://www.sticky.fm/radio2.html