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Customized Audio Players Engage Listeners and Provide New Touchpoints for Advertisers
Arabian Radio Network Case Study, 2012
“We have seen significant and sustained growth in the number of unique listeners per month.”
BackgroundArabian Radio Network is a Dubai, UAE broadcaster whose network includes eight terrestrial radio stations and one internet only station. ARN has 1.6 million daily listeners1 from over 200 nationalities, giving it by far the largest listenership in the United Arab Emirates.
Furthermore, ARN takes pride in being at the forefront of media innovation in the region. The listening audience can access any of the brands on air, online and via the latest Smartphone apps.
Advertisers can rely on ARN to develop campaign strategies that include targeted solutions to successfully connect with the right consumers within the UAE’s diverse population.
1 Ipsos MediaCT RDM April 2011
Steve Pulley, Director of Digital, ARN
TritonDigital.com1 514 448 4037 | [email protected] |
Arabian Radio Network Case Study, 2012
ChallengeWhile each of the eight stations within the network had a streaming player, they were missing two key components. They lacked rich content to engage and retain listeners. Without advertising integration ARN’s advertisers were missing out on an additional consumer touchpoint and impressions; this meant not one of the stations was generating revenue from the streaming player.
SolutionARN enlisted Triton Digital to design Smartphone apps2, and create enticing, feature-rich, fully customized streaming audio players to meet current and future needs:
• Now Playing information • CD cover artwork • Last 10 songs played • Host and Show information • Social Network links • Buy Now functionality
Results“We have seen significant and sustained growth in all areas of our streaming, specifically in the number of unique listeners per month,” states Steve Pulley, Director of Digital, ARN. Twelve months prior to deploying the new streaming players, ARN averaged 500,000 unique listeners per month; that figure has grown steadily to 775,000 unique listeners in March 2012, including a continually increasing percentage of Smartphone listeners. Video campaigns running within the streaming players have proven to be very successful for advertisers.
Arabian Radio Network knows ensuring listeners the best possible brand experience with access to audio content on any device at any time strengthens audience engagement, encourages loyalty and improves ARN’s bottom line.
2 Triton Digital did not design or create the Smartphone apps for ARN’s two English language stations, 104.4 Virgin Radio Dubai and Dubai 92.
TritonDigital.com1 514 448 4037 | [email protected] |
