Bauer Media connects with the right audiences

Overview: Bauer Media makes connections with the right audiences

Experian help Bauer fine-tune their advertising on a local level

Bauer Radio is a much loved and listened to broadcaster with dozens of stations that are played all day long across the country. In this digital world, with localised signals it can be a challenge to ensure the right listener has the right broadcast, and Experian helps them to make this happen.

After acquiring 40+ new radio stations, Bauer Media needed a way to match the new radio catchment centres to Postal District centroids to ensure their clients’ paid advertising was optimised and the right adverts were hitting the right listeners in the right locations.

Man listening to smart phone with headphones

Challenge overview

When asking their smart device to play the radio station, it’s important the radio stations are mapped to the right locations to serve the right ads. Previously, the centres of radio stations were assigned automatically to where the town or city centre was located meaning in some instances, advertising could have been delivered to the wrong listeners.

In one example where a pin was automatically assigned, just 11% of the pin’s coverage area was assigned to the correct catchment.

Challenges
  • Match radio catchment centres to postal district centres
  • Ensure paid advertising reaches the right customers
  • Increase the coverage area of the pin to the catchment
View Bauer Media Profile
Company Bio:

Bauer Media Group is one of the world’s largest privately owned media businesses with media assets all over the globe. Founded in Hamburg in 1875 and now in its 5th generation of family ownership, the Bauer Media Group reaches 200 million consumers worldwide and operates in 14 countries with 15,000 employees.

Industry: Media
Established: 1875
Employees: 15,000
Without Experian’s MicromarketerG3 Product and the Distance Analysis tools, this analysis and resulting re-location of station points wouldn’t have been possible for us to do accurately.
Daniel Steele, Regional Insight Manager, Bauer Media Group

Solution overview

MicromarketerG3 is Experian’s OnPremise customer and spatial analytics solution, providing users with tools to deliver mapping, reporting and data analysis, using Experian’s proprietary Local Area datasets and Segmentation data, in combination with mapping from Esri.

Using MicromarketerG3’s Distance Analysis tools – Bauer Media were able to ensure their radio station pins were placed in the optimum position, meaning adverts delivered through radio stations were hitting the right audience, first time.

This meant Bauer were able to ensure their clients’ adverts were optimised for their listener’s location, meaning the right ads were served to the right areas and their clients’ marketing spend was being used effectively. For listeners, it meant they were accessing the right radio station for them through their smart device, and they were being served ads that were relevant to their location.

Bauer Media were able to ensure their radio advertisements were placed in the optimum position, hitting the right audience, first time.
Learn how Experian can help identify local target markets
Results
  • Realistic positioning was guaranteed and placed
  • Stations were attached to the right catchments
  • Coverage increased to match population densities
Solutions
Bauer Media makes connections with the right audiences

Using MicromarketerG3 to optimise spatial decisioning for radio advertising

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