‘Video is rapidly coming down the pipe’: Michael Stephenson’s masterplan for ARN, what’s next, and a massive 12 months ahead
Description
New ARN CEO, Michael Stephenson, has been unusually quiet for much of the year. After this week’s upfronts, we now know why. Stephenson has been rapidly redesigning ARN from an audio operator to a fully-fledged entertainment company.
ARN unveiled a dozen big new content and commercial initiatives on Wednesday, and at the centre of Stephenson’s blueprint for ARN 3.0 is the iHeart digital platform. ARN has the APAC rights to iHeart, which, in its US home market, has 188 million users. In Australia, it's 3 million on the platform and 7 million when syndicated.
One of the announcements this week was Ruby, iHeart’s branded content studio, which produces 30-minute podcasts for brands.
“It’s a simple model: We will produce your podcast, for free, and we will distribute, amplify and monetise it for you. All we need from you is an upfront commitment in advertising dollars to co-promote your own product, to drive audience to your destination,” says Stephenson.
Ruby has been a massive success in the US: “Many of the podcasts [iHeart has] produced, actually are in the top 10 per cent of downloads of podcasts within the US across the board,” per ARN’s Chief Digital and Technology Officer, Ben Campbell, “and that's branded content.”
The barrage of new initiatives includes a move into video, new TV-style tentpole entertainment programming like Kissed at Sea and Save Our Pub. The latter involves finding and rescuing a rundown pub, bringing back the schnitty, live music and giving it national prominence post-reno. It's also pushing into live events, like Run Club Rave, “with global DJs playing in parks,” per Stephenson. “Nightclubs are out. Mornings are in”. Across all of that, the content will include audio, video and will run on TikTok as part of a beefed-up, integrated brand platform with the social juggernaut.
Campbell, meanwhile, has also supercharged ARN’s ad tech and data credentials – deals with Westpac DataX, Experian for targeting and LiveRamp on clean rooms were part of the upfront show this week. As were launching a women's sports network, a podcast deal with Are Media and its portfolio of women's brands, not to mention the complete overhaul of the radio network into two national Metro brands, KIISS and Gold.
Stephenson hopes the move will make them easier to buy for national advertisers – and plans to use the revenue upside to keep funding the reinvention.
He’s got an even busier 12 months ahead. Here’s the plan.
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