In September 2017, an FM radio station in one of Europe’s biggest markets switched to a commercially licensed Classic Rock presentation from what had been a “training radio” station for young, aspiring radio industry professionals.
To help build advertiser awareness and deliver strong ROI, it partnered with AdsWizz on a ShakeMe audio ad.
How were the results?
According to San Mateo, Calif.-based AdsWizz, ShakeMe was a success.
How so? Audio marketer SpotCom‘s Shell Car Wash campaign on Rock Antenne 94,5 in Munich, also heard in Augsburg, Bavaria, delivered nearly 4% of listeners engaging with the ad. That’s “well above” industry averages, AdsWizz says.
The Bay Area tech operation worked directly with Germany’s GroupM to develop the campaign for Rock Antenne, which has a national presence through DAB and audio streaming.
“We are always open to new media ideas, and are continually trying new digital solutions within our campaigns,” says André Humbert, Brand & Communications and Customer Journey Manager with Shell Deutschland. “We are very interested in radio as a medium, and for some time now we have had online audio in our media mix. The ShakeMe technology fit perfectly in our car wash campaign with Shell, and we are extremely satisfied with the performance of the ShakeMe campaign.”
AdsWizz’s ShakeMe invites users to shake their phone during the audio ad, which then takes a listener directly to an action to download an app, redeem a voucher, place a call, vote, get a boarding pass, find a location on a map, and other click-free tasks that don’t even require one to unlock their phone.
For Shell, one key goal was to optimize coupon downloads for 50% off a car wash.
During the three week campaign, more than 400,000 audio impressions were delivered, resulting in 15,782 shakes, a 3.95% interaction rate.
“We are happy about the successful launch of the interactive audio advertising ShakeMe and the positive feedback we have received from the market,” said Thomas Kanschat, Managing Director of SpotCom. “Our goal is always for our customers to develop new products that help them meet their goals, and with ShakeMe we have succeeded. I am proud of the campaign and we are thrilled with market response and new requests we see.”
In the past year, AdsWizz has run a number of successful ShakeMe campaigns with agencies and publishers all over the world, including London-based talkSPORT and Australia Radio Network (ARN) in partnership with iHeartMedia.
To deliver formats like ShakeMe, AdsWizz audio publishers deploy tech in the form of an SDK to enable the unique user interaction.
“We continue to be dedicated to creating and supporting innovative technologies for digital audio advertisers all over the world,” says AdsWizz CEO Alexis van de Wyer. “This is just one of the many innovations we are continuing to bring to market.”
— Additional reporting by Eike Knall, from Munich