Societe Generale as first sponsor of audio programmatic solution pioneered by Metro Broadcast

To meet the growing market demand for audience targeting, engagement and conversion, Metro Broadcast has launched Audio Programmatic, which makes radio advertising accountable, flexible, and precise audience targeting.

Audio programmatic is a solution that integrates audio content and text messaging into segmentised audience targeting. When a radio programme host cites an advertiser’s campaign keywords in a live radio programme, the audio keywords will trigger the system to push designated promotional message to audiences who are listening to that live radio programme via Metro Broadcast’s app.  

Societe Generale (法興), the launch sponsor of Metro Broadcast's pioneered Audio Programmatic solution, deployed the new yet innovative solution to promote their warrant offers to warrant traders. During trading hours, Metro Finance radio programme hosts and financial experts report price changes of the most active Hong Kong’s stocks such as Tencent and HSBC. When the names (keywords) of companies are mentioned, a push notification featuring a warrant issued by the warrant issuer will be sent via the Metro Boradcast's app to the listeners who are listening to Metro Finance’s live radio programmes.  A listener will be diverted to the warrant issuer’s digital destination once he or she clicks the push message. Flexible yet user-friendly, the solution allows advertisers to send specific promotional messages based on the dynamic stock market, while each user will only receive the same message once daily.

“Finance clients are now more result-oriented. Audio Programmatic is highly welcomed by our clients as it enables effective targeting of audience who are already interested in the topics. Directly targeting interested audiences can minimise wastage, resulting in more impressive ROI for advertisers,” said Anthony Leung, general manager – omni-channels and digital business at Metro Broadcast. 

Teresa Fung, chief commercial director of Metro Broadcast also said, “We are thrilled to pioneer Audio Programmatic in Hong Kong. Our record reveals clearly that a high percentage of our loyal and new audiences enjoys our programmes via the app. It offers not only programme information, but also becomes an active ground for audience interaction."

She added, "We launched Omni-Live solutions on the threshold of the year and received very positive responses from marketers through our offering with high impact, frequency and engagement. We are proud that Metro radio is no longer a traditional radio programme broadcast, but an Omni-solution effectively targeting and engaging the mass online and offline. The recent introduction of Audio Programmatic marks another key milestone in our Digital Transformation, and is clearly remarkable in the radio broadcast history in Hong Kong."

This article is sponsored by Metro Broadcast.