43.3% of NextRadio app users who listened to a Demi Lovato song viewed the contest promotion on their mobile phone
Indianapolis, IN. – July 15, 2016 –NextRadio, the smartphone app that provides free, portable FM radio listening, ran an 8-week promotion for a recent Disney contest entitled “Fly Away with Demi Lovato.” The NextRadio app served a digital ad to encourage listeners to register for the “Demi Lovato Flyaway” contest each time one of her songs played on the broadcast radio station that the NextRadio user was tuned-in on. The campaign delivered a measurable mobile response: 43.3% of users who heard the song clicked to view the digital ad. More than two percent of those users who clicked converted to entries.
In addition to converting listeners to viewers, the NextRadio app delivered Disney more than 2.5K contest landing page visits and almost 200 entries. Simultaneously, it proved 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
“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.”
“At NextRadio we are excited for this opportunity to inject a broadcast radio artist promotion with a digital component, “ said Paul Brenner, president NextRadio, powered by TagStation. “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 majority of the listening and viewing for this promotion occurred over weekend and evenings. The best performing radio 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.
The Disney Demi Lovato contest promotion occurred April 3, 2016 – May 27, 2016. It included 83 stations in the following states:
- Midwest: IA, IL, IN, KS, MI, MN, MO, NE, OH, WI
- Northeast: CT, MA, ME, NY, PA, RI
- South: AL, AR, FL, GA, KY, MD, NC, OK, TN, TX, VA, WV
- West: CA, CO, NM, NV, UT
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