Interactive technology start-up Screenreach and Bauer Media have announced a commercial partnership to create next generation radio applications delivering location-based, interactive services.

Bauer Media will use Screenreachs Screach SDK (Software Development Kit) to integrate Screenreach’s interactive ‘Screach’ technology into its award-winning radio applications, which have been downloaded more than one million times in the past year.

Bauer says the new technology will enable it to create real-time, location-based content to provide consumers and advertisers with a more engaging, compelling experience. It says that with the launch of the service next month, advertisers will be able to extend sponsorships and promotions into the mobile space, creating deeper engagement, and as rich an experience on Bauer’s radio applications as would be delivered to support on-air or online campaigns. 

Bauer’s radio apps will be able to use the phones native functions from within the radio app to target consumers by location while they are listening to the radio via their smartphone. The technology will also provide a clear, real-time picture of the performance of the campaign back to advertisers, offering them a transparent view on the effectiveness of current campaigns.

Screach technology is compatible with most smartphones, including iPhone, Android and BlackBerry. Screach allows two-way interactions between a smart device and any content from other platforms, such as digital screens, broadcast media, print, or just within the app. Screach technology can also be embedded into an existing app using the free Screach SDK.

“Screach technology helps us create more compelling content, and another reason for consumers to further adopt digital platforms for listening,” says Bruce Mitchell, Bauer Radios digital product & innovation director. “Until now, radio applications have been a one-way listening experience. Our partnership with Screach unlocks the full potential of the smartphone, and  links it to our broadcast output, so wherever our listeners are, they have the chance to engage with us in a way that keeps them longer with our stations and provides a reward for doing so.”