Bauer Media and Screenreach partner for interactive ‘Screach’ technology integration
Bauer Media has partnered with interactive technology start-up Screenreach to integrate its ‘Screach’ technology into Bauer’s radio applications.
The technology will allow Bauer to create real-time, location-based content. Bauer’s radio apps will be able to use the phones native functions from within the radio application to target consumers by location while they are listening to radio via their smartphones.
The new technology will also provide a clear, real-time picture back to advertisers, enabling them to have a transparent view on the effectiveness of current campaigns.
Bruce Mitchell, digital product & innovation director for Bauer Radio, said: “Screach technology helps us create more compelling content and another reason for consumers to further adopt digital platforms for listening.
“Until now Radio applications have been a one-way listening experience. Our partnership with Screach unlocks the full potential of the smartphone and links it to our broadcast output, so wherever our listeners are, they have the chance to engage with us in a way that keeps them longer with our stations and provides a reward for doing so.”
Steve Taylor, creative commercial director for Bauer Radio, added:“Screach has the potential to revolutionise our Sponsorship and Promotions offering. With increasing numbers of consumers listening to radio on smartphones, Screach brings together the portable nature of radio with the location capabilities of mobile.
“This added new dimension delivers a fantastic potential for our clients to better engage through on-air campaigns and interact with listeners at station events.”