Over the past several months, NextRadiohas been conducting beta tests on select radio stations to gauge the interactivity response rate within the NextRadio app. �The results have been incredible for an album promotion campaign, showing an average 6.65% interactivity rate � far exceeding key norm benchmarks for digital ads,� said Paul Brenner, President NextRadio.
NextRadio tested how interactive a listener was with what was playing and what they were seeing on the NextRadio app screen. The interactivity being measured consisted of tracking what NextRadio buttons the listener tapped: buy link on artwork screen, buy song, dislike, like, share and save. The data was broken down further, uncovering a �norm purchase intent� response rate of 4% across the artists.
The four-week test was designed to promote �pre-order� (two weeks) and �buy now� (two weeks) functionality. It was spread out nationally on select radio stations and included country and hip hop artists. Here are the results from one of the artist�s test:
�Listeners are engaging, they are excited about it and they are coming back. This is a milestone for radio to be able to track what listeners can hear, see and interact with on NextRadio. It is a great measurement story for radio and proves it delivers results. Advertisers and broadcasters can now offer metrics showing results immediately after a campaign has been aired on local radio. This is the future of interactive radio,� Brenner added.