To drive brand awareness of Bauer Media’s radio station, NRJ Sweden, Ve implemented its programmatic advertising video solution. By targeting specific users, the ads received high engagement and significantly increased the station’s listenership.

Bauer Media.

About Bauer MediaFounded in 1875, Bauer Media Group is now Europe’s largest

privately-owned media group, operating in 19 countries

with around 11,000 employees worldwide. Headquartered

in Germany since its foundation, its portfolio consists of

600 magazines and over 400 digital products, as well as 50

stations including NRJ which broadcasts in several countries

around the world.

CUSTOMER STORY

NRJ Sweden wanted to boost brand awareness and ultimately

increase listenership to their station; a challenge given the

competitiveness of the industry. In addition to this, NRJ were

launching a new morning show with new hosts, so there was

no pre-existing fan base to rely on.

Radio listening on our FM Stations increased by 35% over the campaign periods...

To achieve this, intelligent video advertising was implemented, serving NRJ’s

video ads to a highly-targeted audience and gaining great results in a medium

that can be difficult to report and measure.

Drive awareness to increase listenershipVideo advertising is a highly effective channel to boost brand awareness, but

the targeting and delivery of this is crucial to its success. To achieve this, Ve’s

programmatic advertising video solution was set up, utilising its exclusive in-

depth user data. This allowed Ve to deliver ads based on content and affinity

targeting, ensuring NRJ’s ads were served to the most relevant and interested

audience. Proving this precise targeting, the ads received a click-through rate

of 1.35% – far exceeding the typical benchmark set at 1%. In addition, the ads

also enjoyed a completion rate of 75%.

The ads were both pre-roll and in-app, and served across device to reach

users at every stage of their journey. A frequency cap of 2+ was implemented

however, to ensure the ads were not served to each individual user too often,

and so protecting brand image. Combining this tech with industry expertise,

during the campaign Ve’s programmatic advertising video solution drove an

overall 35% increase in NRJ’s listenership.

Click-through rate

Completion rate

1.35%75%

ve.com | info@ve.com

Increase in listening during campaigns

35%

... For us, these activities have turned the campaign into a proper business case with pure ROI. Whenever we lack sellable inventory, we now know that we can boost our listenership with online video.

JAKOB GRAVESTAM – GROUP MARKETING DIRECTOR, BAUER MEDIA