SCA to house all digital audio assets within new ‘LiSTNR’ app
Southern Cross Austereo has launched a free new app called LiSTNR that will deliver users a personalised and curated audio experience.
LiSTNR will house live streams of SCA’s radio stations and shows across its Hit and Triple M network, as well as over 100 original local, national and global podcasts.
The launch of the app also sees SCA unveil a new music offering via 15 new linear music live streaming channels, which it says will cater for a diverse array of moods and genres.
There’s also set to be a new on-demand audio news and info services built into the app, which will initially include ‘hyper local’ news and sport reports across 15 regions and 34 towns across Australia, plus a new CrimeWatch report in four key markets and The Locals’ Guide.
The launch of LiSTNR comes after three years of development and research that SCA conducted into the evolving habits and needs of consumers.
This extensive external research by SCA iQ looked at 2,500 Australians the three year period, identifying a number of key consumer personas, known as ‘LiSTNR Vibes’, that enable a targeted buying and marketing approach for LiSTNR.
The personalised service provides users with a daily feed of audio, bringing together SCA’s existing digital audio slate as well as a new range of compelling premium content.
By getting users to sign in, LiSTNR is set to provide a large scale known audience for advertisers, which will allow for dynamic ad targeting based on demographics and behaviour – a unique audio advertising and partnership opportunity.
SCA CEO Grant Blackley said the app will allow the network to provide an “unrivalled, deep understanding” of its audience.
“The number of Australians accessing digital audio has doubled since 2016 and is projected to reach 80% of Australians by 2024. LiSTNR will provide a personalised listening experience that easily enables consumers to discover a new world of premium, relevant audio that is live and on demand,” he said.
“LiSTNR will be a primary generator of listening data, allowing SCA to provide an unrivalled, deep understanding of our audience. We now have the ability to deliver a valuable, targeted audience at scale for advertisers. And this is just the start.
“LiSTNR will continue to expand its content offering with the development of new and original premium content, along with exciting partnerships to be announced soon, making LiSTNR the new audio destination for all Australians.”
LiSTNR will be available across both iOS and Android, plus CarPlay and Android Auto, Google Assistant and Alexa and Android TV.
In addition to the new live music streaming channels, LiSTNR is set to feature four new weekly music podcasts, led by a new music show called The Spin hosted by former Triple J announcer and musician Linda Marigliano.
Its podcast content portfolio will expand over the coming months, with local and international podcasts, as SCA continues its agreement with PodcastOne US.
SCA is kicking off its LiSTNR marketing campaign next week with a theme called ‘Open Your Ears’ on owned and digital media to drive consumer adoption.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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