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Interactive digital media company Screenreach has partnered with Bauer Media to bring geo-targeted ad and editorial content to radio apps, aimed at listeners using smartphones to stream content.
Using the Screenreach’s Screach technology, the companies- both UK based- will harness GPS capabilities within smartphones to deliver “real-time, location-based content” to handset users. Starting in September, iPhone, Android and BlackBerry owners streaming Bauer Apps like Kiss and Kerrang- which the company says cumulatively reach nearly 14 million people each month- will begin to receive the content while using the apps.
Advertisers will not only reap the benefit of a more targeted audience, but can also evaluate real-time campaign stats as the content rolls out to users. Digital product and innovation director for Bauer Radio Bruce Mitchell commented:
“Screach technology helps us create more compelling content and another reason for consumers to adopt digital platforms for listening… Until now radio applications have been a one-way listening experience. Our partnership with Screach unlocks the full potential of the smartphone and links it to our broadcast output, so wherever our listeners are, they have the chance to engage with us in a way that keeps them longer and provides a reward for doing so.”
Creative commercial director at Bauer Radio Steve Taylor added:
“Screach has the potential to revolutionise our sponsorship and promotions offering. With increasing numbers of consumers listening to radio on smartphones, Screach brings together the portable nature of radio with the location capabilities of mobile… This added new dimension delivers a fantastic potential for our clients to better engage through on-air campaigns and interact with listeners at station events.”
Bauer Media says the company had over a million downloads of its radio apps in 2010.
