Triton Digital Media Launches Triton Engagement Labs
January 24, 2011 at 6:48 AM (PT)
TRITON DIGITAL MEDIA has launched TRITON ENGAGEMENT LABS, a testing ground for innovative audio applications and online integration that broadcasters can use to maximize listener engagement and advertiser revenue. The new testing facility will identify driving factors which influence audience engagement both on-air and online.
TRITON ENGAGEMENT LABS is working with a number of radio stations to measure the influence of different contests, clubs and prizes on response rates and the continued loyalty of a station’s audience. By integrating on-air and online promotions, stations are able to better measure engagement and customize promotions and offers to their loyal listeners.
Among the first group of stations participating in the ENGAGEMENT LABS is HALL COMMUNICATIONS Country WCTK (CAT COUNTRY)/PROVIDENCE. WCTK launched its "CAT Pack" listener club in mid 2010, and in OCTOBER the station signed on with the ENGAGEMENT LABS to test a number of new promotions, ranging from concert ticket giveaways to music polls. That month, WCTK experienced a 310% increase in CAT Pack registrations (compared to the average for the two months prior), a 63% increase in page views on its website and a 53% increase in unique member participation.
"In today’s world, where audiences have so many choices as to how they consume music, loyalty and engagement are more important than ever," said WCTK PD BOB WALKER. "Using TRITON's online tools improves our measurement and engagement with our listeners, and that’s something that our advertisers benefit from as well."
"It’s no secret that radio audiences are fragmented. It’s extremely difficult for stations to understand which promotions are working, and exactly how engaged listeners are in different aspects of programming," said TRITON LOYALTY Pres. CHRIS BELL. "With TRITON ENGAGEMENT LABS, we’re aiming to deeply connect stations to their listeners, to fully engage and increase loyalty."