31 May 2016
Bauer Media are publicly announcing their official partnership with digital out of home media owner, Kong Outdoor and creative technology provider, Flux as they explore innovative digital marketing solutions across a number of Bauer brands. KISS, Hallam FM and Radio Aire are among the first to utilise the companies’ outdoor digital ad screens and real-time updates to target consumers with unique, engaging, personalised content streams.
KISS FM recently promoted their ‘Live At The Brits’ show strand through Kong’s 12 digital portrait sites in London, offering passers-by from 4pm – midnight, ‘to-the minute’ updates on nominations, winners and stories from the Brit Awards 2016 with MasterCard. This KISS marketing strategy focus was part of a wider Bauer Media partnership with the awards, which saw one bespoke, fully integrated content package networked across a number of its radio brands. The radio show featured special programming, commentary and artist interviews from the Brits.
The KISS brand then followed its Brits activity with an outdoor digital campaign to celebrate the Rickie, Melvin and Charlie breakfast show’s extension from 6-10am weekday mornings.
Bauer City Network stations Hallam FM in Sheffield and Radio Aire in Leeds have both signed up to 12 month campaigns running weekdays 6am to 10am and 4pm to 7pm across numerous Kong screens in their respective cities. Sites possess the functionality to display intelligent messages that are easily edited, from events and feature news, to listener birthday shout outs and more, all accompanied by a live music or traffic ticker.
Ali Wilkinson, Head of Content & Partnerships at Bauer Radio said: “The collaboration with Kong Outdoor and Flux provides huge potential for audience development. They have a considerable network of influential locations across key territories for Bauer. We’re particularly excited by the scope to include the tech as part of future commercial partnerships, working with advertisers to deliver curated content for outdoor sites.”
Mark Catterall, Sales & Marketing Director at Kong Outdoor said: “We’re working closely with Bauer Media to develop some innovative and unique content for our city centre digital screens across the UK. Essentially we’re aiming to make our sites destinations for fun and engaging content. We’re looking at everything from entertainment and showbiz news, to the latest traffic and travel updates. It’s a really exciting development in our approach and we’re confident that our audiences and advertisers will see real value in combining great content with ads.”
Liam Rushforth Director of Flux says “Our technology allows advertisers to be reactive, disruptive and creative with digital out-of-home. Brands need no longer rely on carpet coverage; they simply advertise when it makes sense.”
The campaigns are leveraged by the strategy embedded in the business’s digital arm Bauer Xcel Media, which launched in the UK last year. They continue to drive a new level of digital performance alongside the brands successful print and broadcast businesses. Bauer Xcel Media focusses solely on digital development and growth with Bauer’s ambition to take advantage of local opportunities and scale them globally, leverage learnings, best practice and build original and innovative data-driven products centred on audience needs.