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Bauer to support location-based content in radio apps

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Bauer Radio
Bauer Media had partnered with a technology startup to create new location-based, interactive services for integration into the company's radio applications.

The Bauer Radio group, which includes the Magic, Kiss and Kerrang! stations, will integrate Screenreach's interactive 'Screach' technology into its mobile apps, which have been downloaded more than one million times in the past year.

The new technology will enable Bauer to create real-time, location-based content to offer both consumers and advertisers "a more engaging, compelling experience". Screach technology is compatible with the majority of smartphones, including iPhone, Android and BlackBerry.

From September, advertisers will be able to extend sponsorship and promotions on Bauer stations into the mobile space, "creating deeper engagement and as rich an experience on Bauer's radio applications as would be delivered to support on-air/online campaigns".

Bauer's radio apps will use Screach to better utilise the native functions of smartphones to target consumers by location while they are listening. The new technology "will also provide a clear, real-time picture back to advertisers, enabling them to have a transparent view on the effectiveness of current campaigns".

Bruce Mitchell, the digital product & innovation director for Bauer Radio, said: "Screach technology helps us create more compelling content and another reason for consumers to further 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 with our stations and provides a reward for doing so."

According to the latest RAJAR data, 14.5% of adults claimed to have listened to radio via a mobile device in the second quarter of 2011, rising to 31% among the 15-24 demographic.

Steve Taylor, the creative commercial director of Bauer Radio, said that Screach has the potential to "revolutionise" the company's sponsorship and promotions activity.

He said: "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."

Screenreach chief executive Paul Rawlings added: "We're very excited to be partnering with Bauer to bring Screach interactive experiences to radio stations across their network. It's a fantastic partnership that will revolutionise how radio stations interact with their listeners in this digital age."

Bauer Radio reaches 13.8million people every week through its portfolio of 42 stations, including London's most popular commercial station Magic 105.4.

In April, the company launched two new "personal" radio portfolios - Bauer Place and Bauer Passion - in a strategy aimed at enabling advertisers to more easily connect with listeners.

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