20 Aug 10

GMG Radio launches enriched smartphone apps

By Craig McDonald, Planner Buyer

In our last radio update we highlighted RAJAR research that concluded 20% of smartphone owners, equivalent to 1.4 million people in the UK, have downloaded a specific radio station app while 53% of them use their radio apps at least once a week. These results prove to be an interesting challenge for the radio industry, as listenership becomes more fragmented and diverse as a result of technology and on demand opportunities.

Now GMG are launching new smartphone apps that will not only allow users to stream live content but also buy music and interact with the stations, offering further advertising opportunities.

The apps were produced by the digital team at GMG radio in conjunction with All In Media and are available for the iPhone, iPod and iPad. Listeners will be able to use the app for background listening if their device supports it, click through to either buy or share songs that are being played on the station, and set reminders for their favourite shows.

Each app will serve a pre-roll audio ad before the live streaming begins. Advertisers will be able to target listeners by device and also launch app-friendly promotions and giveaways.

The apps also allow listeners to access website content including competitions, news, quizzes and galleries, and will send alerts for the latest news, information and competitions direct to the users device.

Yet another example of technological innovation opening up exciting new advertising opportunities.