media landscape is changing at an accelerated rate. Digital platforms have altered
consumer habits and expectations. Rapid adoption of smartphones, tablets and
other connected devices has created a new type of consumer who demands instant
gratification and on-the-go media consumption.
Examples of interactivity using the Quu app. Listeners can call an
advertiser, vote for an artist or tag a song.
millions of consumers continue to listen to or watch their program from
“traditional” radio or TV platforms, they’re doing so with new digital platforms
also at hand. Consumers expect full interaction with these platforms. They want
socialization with other connected consumers, they want the ability to obtain
additional information and they want to “be heard.” Likewise, advertisers are
demanding a better ROI for their ad dollars and more comprehensive analytics
dashboard landscape is becoming a vehicle for this transformation, and radio
needs to be a part of it. This is the claim of Joe Harb, founder of Quu Interactive.
offers technology to help terrestrial radio thrive in this car environment,
with data-driven services like contesting, couponing, music presentation and
concert promotion. His NAB Show Broadcast Engineering Conference Sunday session,
“In-Car Hybrid Radio,” is a call to action for radio broadcasters to join in
the automotive entertainment revolution.
they’re responding to the music a station plays or interacting with
advertisers, the next generation of radio listeners wants to be heard,” says Harb.
moved radio beyond a sound environment into the text and graphics realm.
RDS and HD
Radio offer some data services already with basic station information like
artist and song titles, program host name and, in the case of HD Radio, album
covers. However, Harb says, this is not enough for today’s consumers, who
demand and expect full interactivity, additional information and instant
step to interactivity, Harb believes, is bringing it to mobile apps in the form
of a “second screen” for radio.
offering is called ScreenTwo. The app, loaded on a mobile device,
provides a radio listener with a second screen experience, no matter how the
user is hearing your station; it knows which station the user is listening to regardless
of source device. While the consumer is listening to the
FM or AM station, the app will display related rich info, where the user can
browse for additional information or take action such as “click to call the
advertiser” or tag the song or ad for later action.
Harb said a station that
signs up for the service will receive software with a minimum footprint that
communicates with Quu’s servers and helps ScreenTwo identify the station the
listener is tuned to. The methodology by which the app knows this is
confidential, Harb said; but the system does not rely on embedded coding of the
The next step is bringing this second screen info into
the car, and utilizing the automotive touchscreen and mobile environments to
make radio an interactive medium.
| Joe Harb
stereos are application-driven, and the industry should put its weight behind
bringing ScreenTwo as a standard app in the car dash, Harb says. The consumer
would be listening to regular broadcast FM or AM, but the display on the car
stereo would be fed using the data connection on the phone for a rich consumer
For example, a DJ may play three songs and ask listeners
to vote for their favorite by pressing A, B or C. (In the car environment, they
may also use voice commands.) The station thus gets immediate feedback from its
listeners. The system provides rich analytics to the station and the
about who is listening, where they are listening, what ads interest them, what
songs they acted on and the total number of listeners, can all be provided
instantly,” said Harb.
Features of interactive
advertising include coupons, lead generation for advertisers and content that can
be tagged and shared via social networks. Display companion advertising can be
localized and targeted to individuals. For example, if an ad for car brand is
playing, the display ad would show the ad with directions and the phone to the
The costs to stations are relatively modest, according to
Harb. “The cash outlay is a few thousand dollars.” He adds that the solution is
software-based, no hardware purchases are necessary, and two major broadcast
groups are on board.
The transition to new forms of interactive advertising,
he adds, is underway up north, where major advertisers in Canada have announced
that they will no longer support advertising with less than two screens.