NextRadio recently executed a pilot interactive radio campaign with Starwood’s Aloft Hotels. The campaign aired April 4-30 and included 68 stations in: Illinois, Minnesota, Ohio, Wisconsin, Massachusetts, New York, Pennsylvania, Florida, Louisiana, Maryland, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, Arizona, California, Colorado, Oregon, and Washington, D.C. Here are the results of that campaign, according to NextRadio:
NextRadio says the campaign had a conversion rate of 23.8%. This means that approximately one-quarter of the campaign’s unique listeners converted to unique viewers by interacting with a digital companion ad on the smartphone app. These viewers were able to use the mobile companion smartphone ad to book a hotel room, look for a nearby Aloft location or call for a reservation.
The Aloft pilot interactive radio advertising delivered:
– Advanced click conversion rates: 2.1% click conversion rate
– Resonance with multicultural audiences and women:
– 33.7% of Aloft campaign listeners were African-American
– 17% were Hispanic
– 53% of were Female
– Top Genre connection was with hip-hop music listeners
“Aloft and NextRadio both seek to deliver authentic experiences to consumers who love music and technology,” said Ashley Hinchman, Director, Aloft Hotels. “In this campaign, we were able to attribute interactive data to our radio buy, which has the ability to inform our future efforts. We look forward to continuing to leverage NextRadio, as it provides a unique opportunity to enhance our FM radio media plans even more.”
How many hotel nights were booked?