Broadcast Radio Groups Expand Non-Traditional Ads with Mobile

HipCricket has partnered with a handful of broadcast radio groups representing 43 radio stations in most U.S. markets to offer mobile marketing programs tied to on-air programming. The broadcasters will work exclusively with the mobile marketing firm to create non-traditional solutions for advertisers.

Under the plan, ad sales execs at each radio station will work with HipCricket to add a customized mobile component to an ad buy. HipCricket CEO Ivan Braiker said he discourages stations from treating the offering as a value-add, and rather suggests they offer it as an additional opportunity. It does raise the price of an ad buy. “We have found the stations add about 10 to 20 percent [to the cost] of the commercial to add a mobile component, which lets them go after interactive dollars and not just radio dollars,” Braiker said.

As the Internet ad spend continues to close the gap on dollars spent on radio, broadcast stations look for interactive and other non-traditional offerings for marketers.

Through the deal each radio station gets its own short code, managed by HipCricket, to run text programs. Braiker said the unique short code allows stations to build clubs and opt-in audiences while collecting data on its listeners. The company reports an average 40 percent response rate across campaigns.

HipCricket previously executed mobile text campaigns for radio stations. Advertisers include Verizon Wireless, McDonalds, Burger King and Gamestop. Verizon Wireless ran recruitment ads in markets where it has call centers. The creative advertised an open house, with a call-to-action to text for more information on the career fair. The text response then prompted participants to reply once again to receive a reminder on the day of the open house.

The deal includes exclusive relationships with broadcast groups including Hubbard Radio, Triad Broadcasting Company, Perry Broadcasting, Press Communications, Sandusky Radio Seattle and South Central Radio Group. In total, Braiker said HipCricket works with just under 100 radio stations. The company also works with TV stations and directly with brands.