Here’s a great example of why Emmis CEO Jeff Smulyan believes the NextRadio app is a game-changer for the radio industry. NextRadio recently ran an 8-week promotion for a Disney contest called “Fly Away with Demi Lovato.” Here’s how it worked. The app served a digital ad to encourage listeners to register for the Flyaway each time one of Lovato’s songs played on the station the NextRadio user was tuned-in on. And here are the very encouraging results from that campaign…
– 43.3% of users who heard the song clicked to view the digital ad.
– Over two percent of those users who clicked, converted to entries.
– The NextRadio app delivered Disney more than 2.5K contest landing-page visits and almost 200 entries.
It also turned out to be a testing ground for Demi Lovato songs, showing which made the biggest campaign impact:
– 44.6% of those who listened to the track “Stone Cold” then viewed the contest entry ad.
– 43.5% of “Confident” listeners viewed the contest entry ad.
The majority of the listening and viewing for this promotion occurred weekend and evenings. The best performing formats were Adult Hits and Top 40. Also, Disney tested two different entry forms and was able to see that the three-field form resulted in 75% of the entries.
“We are encouraged by the results of this contest promotion campaign,” said Jeremy Vara, Manager, Digital Radio Promotion for Disney Music Group. “By using the NextRadio app we were able to bring together: FM radio—which is rooted in the history of how music fans enjoy their favorite artists; moment marketing—which helped us target the users of the app who were listening to Demi’s music in the moment; and the personal nature of mobile—which allows fans to engage with our promotion.”
NextRadio President Paul Brenner added, “At NextRadio we are excited for this opportunity to inject a broadcast radio artist promotion with a digital component. By soliciting a mobile response to a broadcast radio experience through our app, we are able to measure performance metrics for contest promotions and provide data to optimize future campaigns. We are exhilarated by the vast in-app possibilities and how we can advance advertising effectiveness for broadcast radio.”
The contest took place April 3, 2016 – May 27, 2016 and included 83 stations in the following states:
In the Midwest: IA, IL, IN, KS, MI, MN, MO, NE, OH, WI
In the Northeast: CT, MA, ME, NY, PA, RI
In the South: AL, AR, FL, GA, KY, MD, NC, OK, TN, TX, VA, WV
In the West: CA, CO, NM, NV, UT
