The term ‘freemium’ was coined to refer to any software or service offered for free use, but offers some some enhanced functionality if the user or organization pays a monthly or annual fee. Notable examples include DropBox, who offers 2GB 5GB of online storage for free — up to 1TB for paying users — or Pandora, who offers free Internet radio but allows paying customers track skips and an ad-free experience.
While ten years ago paying for a service such as Internet radio would be regarded as a frivolous expense, there are a growing number of paying subscribers who would contend such an expense is just as vital as keeping the electric bill paid. According to an internal survey, 67% of Pandora listeners said the company’s Internet radio service made a positive impact on their life. When narrowed to just the musical experience, some 84% said Pandora connects them with the music they love. With stats like that, who wouldn’t want to listen to, or advertise on, Pandora?
A recent survey showed 67% of listeners said Pandora had positive impact on their life.
But this presents a real problem for advertisers.
Let’s take Pandora; with over 80 million registered users, they’re arguably the widest reaching internet radio platform — a lucrative advertising medium to spend our media budgets on. Here I am, Mr. Media Buyer, trying to target the Pandora’s most loyal listeners, particularly ones who have disposable incomes what most would consider a
Add to that the psychological effect on a user who pays for a service he or she was already getting for free: they use it a heck of a lot more. After all, if I’m catching grief from my penny-pinching wife on spending six bucks a month on some internet radio service she gets on her iPhone for free, I had better spend every waking minute of the day using it. This means the users with the highest frequency to the site are excluded from my advertising reach.
For a company like Pandora, it equates to the users with the highest listening hours per month — with the greatest chance of seeing my client’s ad — are totally off limits to my campaign. This makes it a harder sell to clients, knowing that a sweet piece of a pie will never hear their clever ad.
Even with that considered, advertising on freemium services is far from a bad option. This stands especially true if you’re targeting the coveted 18-25 demographic, who’ve all seemed to embrace conventional-media-replacing services like Pandora and Hulu.
It’s a limitation, not a deal breaker, but I sure hope these service providers fully explore every option before excluding the crème de la crème to us media buyers.
Ozean Consulting was notified today the Jeff Siegmeister for Florida State Attorney – Circuit 3 radio campaign is a finalist for the 2013 Reed Award.
“Ozean is excited to be recognized for our work on the Jeff Siegmeister Campaign. It was exciting enough to play a small role in the election of the first Republican State Attorney from Florida’s third circuit since Reconstruction, but to have the work recognized nationally is thrilling,” said Alex Patton, owner of Ozean Consulting.
“This is the third time our firm has received national recognition for our political work, and we look forward to continuing our mission of helping conservative candidates navigate to victory,” concluded Alex Patton.
January 11, 2012 – Arlington, VA – Today, Campaigns & Elections announced the finalists of the annual Reed Awards.
The finalists represent the top talent in the political consulting business in the fields of Direct Mail, Online Advertising, Newspaper Advertising, Phones, Political Technology, Signage and Collateral Material, Radio and Television.
Winners will be awarded for their 2012 campaign work at The Reed Awards Dinner on February 1st, 2013 in Washington, DC.
The Institute of Gainesville, a local non-partisan think-tank, has announced Alex Patton as the key note speaker at their one day conference entitled “Challenges for Florida in the 21st Century: Energy, Education, & Growth”.
The conference will be held Feb 10th and the one-day conference will include scholarly presentations, discussions with invited speakers and Q&A with the public. It will include 3 concurrent sessions on Energy, Education, and Growth.
Following the conference, the members of the Institute, will write several policy, position and white papers using the information from the conference in combination with additional research.
“I am extremely excited and humbled to be joining such an esteemed roster of participants such as Darin Cook of Infinite Energy, Dr. Larry Smith, John Delany President of UNF, Marin Smillov from Santa Fe College and additional experts from The University of Florida, national think tanks and the private sector,” said Alex Patton.
Ozean Consulting was notified today the Todd Chase for Gainesville City Commission direct mail campaign was named a finalist for the 2012 Reed Award.
“Ozean is excited to be recognized for the Todd Chase direct mail campaign. It was exciting enough to play a small role in the defeat of a popular, Democratic incumbent in the Democratic stronghold of Gainesville, FL by 9%, but to have the work recognized nattionaly is thrilling,” said Alex Patton, owner of Ozean Consulting.
January 12, 2012 – Arlington, VA – Today, Campaigns & Elections announced the finalists of the fourth annual Reed Awards.
The finalists represent the top talent in the political consulting business in the fields of Direct Mail, Online Advertising, Newspaper Advertising, Phones, Political Technology, Signage and Collateral Material, Radio and Television.
Winners will be awarded for their 2011 campaign work at The Reed Awards Dinner on February 3, 2012 in Washington, DC:
It was announced today that Alex Patton, owner of Ozean Political Consulting, is to be the guest speaker at the January membership meeting of the Builders Association of North Central Florida.
The talk is entitled:
Alachua County’s current political landscape & 5 things that can change it!
“I look forward to sharing some recent polling information and providing my opinion of 5 things that can be done to change the current political landscape,” said Alex Patton.
“I made a New Year’s resolution to be fearless, and I will do just that. This talk may ruffle a couple of feathers, but I wasn’t invited to speak on how to get along with people. Should be fun, hope you can make it,” concluded Alex Patton.
On Friday, March 11, 2011 Ozean Consulting was awarded a 2011 Pollie award by the American Association of Political Consultants. The AAPC Pollie Awards recognize the best of the best in political communications for 2010.
The Pollie Awards are awarded annually to recognize excellence in political advertising, and they are billed by Esquire Magazine as the “Oscars of Political Consulting.”
“Personally, I have never been a big awards person, but the fact that Ozean is competitive with political consultants from Washington and around the nation, makes this one special,” said Alex Patton, owner of Ozean.
The award was announced at the 20th Annual Pollie Awards & Conference held March 9-11 at the Fairmont Hotel in Washington, DC.
The Pollie awarded for a radio commercial produced for the Alachua County Republican Executive Committee for the annual Black Tie and Blue Jeans Dinner, entitled “Zombie Black Tie and Blue Jeans”.
“What allowed this to be successful is a client willing to task risks and push the envelope a little bit, we thank the ACREC,” commented Alex Patton. “While I am proud of the award, the highlight of the event was meeting University of Florida graduate and Washington consultant Charlie Black – THAT guy is a legend,” concluded Alex Patton.
About Ozean Consulting (www.ozeanconsulting.com) – Ozean Consulting is a political consulting firm specializing general political consulting & media for Republican candidates and conservative Issues.
About the American Association of Political Consultants (www.theaapc.org/) – Association membership consists of political consultants, media consultants, pollsters, campaign managers, corporate public affairs officers, professors, fund-raisers, lobbyists, congressional staffers and vendors and is open to everyone associated with politics from the local level to the White House.
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