As media multi-tasking becomes increasingly widespread, Lagardère Publicité and the News Europe 1 brand are innovating with the launch of the first second-screen app for radio: Europe 1 Check.
Listening to the radio is now an enhanced experience for Europe 1 listeners, who can access exclusive offers and content via real-time synchronization between the radio and a smartphone or tablet.
Listeners have been able to access additional content via the Europe 1 app since Tuesday 11 December, when the station began to air various ‘clips.’
The system incorporated into the Europe 1 app is based on technology that connects the mobile phone or tablet to what is being broadcast on the radio, so the app synchronizes with the advertising or editorial content being aired on the station.
A dedicated Europe 1 Check area within the app identifies all synchronized content for an extended, premium second-screen experience.
Yannick Lacombe, deputy managing director, marketing and strategy at Lagardère Publicité, explains:
“This innovation helps to focus listeners’ attention on brands and keep them involved. It offers advertisers the option of coordinating new, enhanced experiences by supplementing the marketing levers used on radio through interactive content available in real time on a smartphone or tablet. We are delighted to have taken this new and exclusive step via the Europe 1 brand, which remains a driver of modernity and innovation.”
Giles Nay, director of digital activities, Lagardère News (Europe 1, Paris Match, Le JDD, Le Lab):
“Europe 1 is committed to a process of constant innovation in digital technologies. Following the launch of its smartphone and tablet app and by offering listeners the ability to ‘see’ radio for the first time in France, with the launch of Europe 1 Check the station is now looking to confirm its commitment to enhancing its relationship with listeners and mobile Internet users. The development is clearly aligned with its mobile and social-media strategy.”
Europe 1 – a click ahead:
- 567,000 mobile and tablet applications downloaded (2)
- The No. 1 podcasted radio station, with over 6.3 million podcasts downloaded (3)