What's SoundHound For Radio All About?

3-8-13

Earlier this week, Dial Global and SoundHound announced a new product that both companies believe can help radio stations increase listener engagement and improve metrics for advertisers. A big challenge for radio has always been a solid enough ratings system sellers can bring to advertisers that would lead to the industry getting a larger portion of an advertisers budget. For what seems like decades, radio has received about 6-8% of that budget, while TV and print have gotten the bulk, and now digital is making big gains.

Dial Global and Soundhound believe this new product they've developed will help radio, especially with advertisers. SoundHound for radio is now being used on a national scale for Dial Global's products and will be available to all radio stations later this year. We interviewed Dial Global President Ken Williams and Sales & Marketing VP Kathleen McMahon (pictured here at a Convergence 2013 panel) about how this new product works at Convergence in Santa Clara for more details about the product. Here is that full interview.

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Dial Global Teams With SoundHound

3-5-2013

Dial Global launches SoundHound for Radio, a proprietary radio advertising platform developed in partnership with SoundHound Inc. SoundHound for Radio uses SoundHound's audio-recognition technology to connect Dial Global's 225 million weekly listeners with exclusive branded mobile content; integrated marketing campaigns using SoundHound for Radio benefit from direct engagement with radio listeners and analytics never before available to radio advertisers.

"Until now, radio has struggled to keep pace with the kind of measurable engagement offered by newer digital marketing platforms," Dial Global President Ken Williams said. "Together with SoundHound, we have created a marketing solution that delivers trackable engagement between listeners and brands."

SoundHound VP Katie McMahon said, "We are incredibly excited to announce the rollout of SoundHound for Radio with Dial Global. Each month, tens of millions use SoundHound's instant music search and discovery capabilities to engage with and share what they hear on the radio. Now through this partnership, radio advertisers will have the unparalleled ability to directly engage consumers on the go through SoundHound's mobile app, which has 130 million users around the world."

Listeners served by Dial Global and its affiliates can access exclusive offers and branded audio, video, and Web content delivered on mobile devices through SoundHound. Dial Global and SoundHound partnered to test and refine the technology in beta, ensuring the platform will work for all types of broadcasts, from live performances to sports, talk, music and entertainment. Early adopters included Geico and Big Machine Label Group.

Elizabeth Albright, managing director/national audio for Horizon Media, said the new platform offers great value for brands: "At Horizon we are tasked with not only buying media at an efficient cost per point, but with generating an even more significant value for our clients. We believe the SoundHound platform allows for direct engagement with radio listeners in a traceable way that provides meaningful value and results."

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