We are extending our innovative audio advertising InStream+ technology across more of our radio brands. The unique ‘logged in and listening’ audio advertising platform will now also be available on the KISS brand network (KISS, KISSTORY and KISS Fresh), Kerrang!, heat radio and Planet Rock following a successful trial on Absolute Radio and its decade stations.
InStream+ offers commercial partners a premium digital audio advertising solution, enabling them to digitally market to listeners with targeted and compelling content that overcomes the growing use of ad-blockers.
The InStream+ advertising model uses first party data to offer advanced targeting of consumers listening via any connected online device. Consumers ‘log in and listen’ to enjoy the one-to-many ‘shared experience’ feeling of radio combined with a premium one-to-one targeted storytelling opportunity for brands.
The trial on the Absolute Radio network has led to over 50% of its connected consumers logging in and listening. Listeners give info such as name, gender, location and age in return for personalised premium content which delivers a more engaging and relevant audio experience.
Recent InStream+ campaigns have enabled clients to deliver targeted audio that has driven their business KPIs and led to repeat bookings. Random House launched Russell Brand’s Revolution book through Instream+ which enabled a truly native campaign with excerpts of an interview with Absolute Radio’s Geoff Lloyd served exclusively to logged in listeners. Jaguar UK used the platform’s geo-targeting to target specific demographics to book test drives at local dealerships. Vue Cinemas have used the InStream+ technology to drive cinema sales of the James Bond film Spectre by targeting the most relevant consumers with exclusive targeted offers.
Commenting on the capabilities of the InStream+ technology James Brittain, Communications Planner at EMO Unlimited, the agency behind the Jaguar UK campaign said “The technology has impressive geo-targeting capabilities; the Jaguar UK campaign really drove footfall and critically results. The campaign surpassed all expectations and we are in the process of booking again”.
Abby Carvosso, Group Managing Director of Bauer Advertising, “Our unique InStream+ advertising platform is powered by first party data, our award-winning, trusted and influential brands combined with the instinct of our celebrated content creators to devise campaigns. Commercial partners will benefit from this new targeted way to reach premium audiences in a truly compelling advertising and user experience.”
Sam Jones, Managing Director, Digital, Bauer Media comments, “Instream+ represents our continued commitment, investment and innovation in digital audio and is another important step in Bauer Media’s unlocking new levels of digital performance.”
There is huge growth in consumer online audio consumption with 35 million Smartphone users in the UK*, which equates to 85% of 18-24 years olds**. 41% of online audio consumption is on a smartphone - amongst hard-to-reach 15-24s that rises to 56%***.
We will continue to sell our anonymous, un-logged in connected audio listening via the digital audio exchange (DAX).
Source: *UK Mobile Consumer Survey 2014, **Deloitte – Media Consumer 2015, ***Internal Server Logs Oct 2015.