Tune in to mobile ads where sight, sound and location collide

Marketing platforms have just dived deeper into the multi-sensory world, linking technological formats that tackle mobile consumers’ audio and visual synapses. Tag onto that location-specific targets, the possibilities become more compelling.

Scoring a big client in this space is Represent Media (wholly owned by New Zealand’s alternative market-listed mobile marketing company Snakk media -founded by Derek Handley of Hyperfactory) who just won exclusive rights to run ad campaigns across online streaming company TuneIn’s mobile app across 8 geographies, covering Australasia and Southeast Asia.

The deal is sweet for Represent Media given this is TuneIn’s first exclusive mobile advertising deal that TuneIn has given outside of the United States and the UK.

Jamie Hollebone Represent Media's general manager says there are not many other audio streaming services synchronising their audio and visual ads. “TuneIn is finding the synchronisation - known in the industry as "audio companion formats" - are scoring higher click-through rates (1.3-1.5%) over the industry standard of 0.5% from a regular banner ad. Given this is a very high-volume business, this uplift in results is strong.”

According to published data, globally, mobile advertising spend is expected to reach $41.9 billion by 2017, up from around $18 billion in 2014, and $13.1b in 2013.

With over 50 million monthly active users, 100,000 radio stations and four million-plus on-demand programmes, TuneIn is one of the world’s largest audio streaming products. Its content is available across over 200 connected devices with people tuning in to its popular sports, news, talk, and music programmes from every continent.

The stakes are definitely with mobile apps as it boils down to offering users a better experience – one that is more targeted, attractive, engaging and interactive.

“People are spending more time on their smartphones and are using more and more apps to do things, with apps making up 90% of how users access the mobile web. While the humble mobile banner is here to stay for a while yet, combining them with audio and then overlaying ad clever tech like geo-location means that the cut-thru (results) of the ads for brand advertisers is that much higher,” Hollebone says.

Bill Hartman, TuneIn’s global director (Brand Partnerships & Sales) says Represent Media offers a unique mix of tech and creative, centred around engagement-based display and audio ad units. 

Represent Media was officially launched in Australia last month to cater to the growing number of advertisers who want their brand messages to appear on the mobile apps and web sites produced by specific premium publishing titles. It had earlier announced ESPN as the first premium publisher to sign an exclusive mobile advertising collaboration agreement for their Australian mobile ad inventory.

About TuneIn

TuneIn is the most popular way to listen to real radio from around the world. With over 50 million monthly active users, TuneIn lets people listen to the world's sports, news, talk, and music from wherever they are. TuneIn has over 100,000 radio stations and more than four million on-demand programs streaming from every continent, and is available across over 200 connected devices. TuneIn has venture funding from IVP, Sequoia Capital, Google Ventures, General Catalyst Partners, and Jafco Ventures, and is headquartered in Palo Alto, California.

About Represent Media

Represent Media is a wholly-owned subsidiary of Snakk Media Ltd offering advertisers highly-targeted and engaging mobile ad campaigns that run exclusively across the mobile apps and websites produced by well-known publishing brands with large audience followings.

About Snakk Media Ltd

NZAX-listed Snakk Media helps brands find and reach consumers using apps, games and social media on their smartphones, tablets and other smart screens.