3/5/13: New tech enables radio listeners to interact with ad campaigns via mobile phones

Paul Maloney
March 5, 2013 - 1:10pm

Dial Global and SoundHound will work together to extend radio ad campaigns to mobile platforms (and make them interactive) using the new "SoundHound for Radio."

SoundHound is a music identification app: it identifies audio a user's phone can "hear."

With the new SoundHound for Radio technology, advertisers can offer interested listeners exclusive content, contest entry, and other promo offerings. Users just need to "SoundHound" the broadcast they're hearing.

The idea is to give radio advertisers the ability to, at least somewhat, measure campaign effectiveness via digital engagement.

A pilot campaign run by Geico during the Superbowl gave listeners access to a Tim McGraw interview and the chance to preorder his new album. According to AdAge, the SoundHound for Radio platform will roll out first on national radio shows, and then be available to local stations later this year.

Read more in AdAge.com here.

Paul Maloney
March 5, 2013 - 1:10pm

Last month in RAIN (here) we reported Federated Media stations were participating in the beta release of a new Abacast technology designed to enable "song skipping" on live radio streams. The technology, called "Hammer," streams another song from the station's playlist when a listener hits the "skip" button during a live broadcast. Abacast says "individualized buffering and insertion functionality" will allow subsequent programming (music, ads, breaks, etc.) pick up seamlessly.

Abacast SVP/Products and Marketing Jim Kott penned a guest column for RadioInfo.com to explain the system further.

Apparently, the system can be "dayparted," meaning a station might want to allow listeners to skip music only during certain segments of the day. Specific songs can be made "non-skippable." And, naturally, "skips" will be tracked and recorded. To minimize royalties, Kott says the system will limit skips, either per-session or per-hour.

Read more from Kott on Abacast's "Hammer" in RadioInfo here.

Paul Maloney
March 5, 2013 - 1:10pm

Leading webcaster Pandora announced today its audience data will now be available in STRATA and Mediaocean's Donovan and Mediabank stewardship systems, the three most popular media buying platforms.

This will enable radio ad buyers to compare Pandora national and local audience data directly to U.S. radio broadcasters' numbers. STRATA and Mediaocean will both import use Triton Digital's "Webcast Metrics Local" data as the data source.

STRATA's integration was released in January 2013, and all STRATA agencies now have access to Pandora audience data. Mediaocean is currently in beta release, integrating Pandora data to Mediabank systems in mid-March, and to Donovan systems by the end of April.

There's more in AdWeek here.

Paul Maloney
March 5, 2013 - 1:10pm

Live365 has launched a new mobile app called Studio365, which allows station programmers to manage their radio stations from their mobile device.

Broadcasters can record "Shout Outs" (short, recorded announcements) directly from their phone, and set them to play on their station via the mobile app. The app also gives broadcasters the capability to "go live" on the microphone, again right from the device. Programmers can also manage station ID and pre-roll messages, update station profiles, review listening stats, and monitor stations.

Live365 says the new Studio365 mobile app is the first of many new products they'll release this year. Read more here.