Incoming: Using PPM technology to unlock interactive features for radio advertisers.

Story by Inside Radio

Arbitron’s PPM service has been mostly used to measure exposure to encoded media. 

But the technology offers other potential uses beyond measurement. Through a PPM software encoding developer kit, Arbitron has been creating new applications for the technology. 

Spanish Broadcasting System has had conversations with the measurement company about encoding commercials in such a way that the inaudible codes would automatically trigger a client coupon or QR code to download onto a listener’s smartphone. “The concept is that during your morning or evening commute, your phone downloads some offers that are action-oriented” based on what encoded ads the smartphone detected, SBS VP of digital sales Andrew Polsky says. 



The technology would allow mobile devices to enhance radio’s call-to-action utility. Even without PPM technology, SBS is using its La Musica streaming app to drive listeners to an advertiser’s place of business and get them to do something. 

Using the app’s multiple sponsor tabs and geotargeting, it has executed successful mobilecampaigns for New York area auto dealer Major World and Los Angeles convenience store chain AM-PM. 

In both cases, electronic coupons and an interactive map were served to users to find the nearest store location at which to redeem the offer. “We use radio as the 800-pound gorilla to drive users to our app,” Polsky says. “It’s just a matter of being creative with
the client and knowing what their end goal is.”