SER Publicidad
A platform for buying and tracking radio advertising
Designing a more efficient User Experience for Spain's largest media ecosystem
The challenge
Optimise the processes of configuration, recommendation and purchase of advertising space on the Prisa group's radio stations through a new architecture and new navigation flows that seek to generate recurrence in the contracting of advertising space, offer new personalisation options that adapt to the needs of each advertiser, increase the conversions of potential users and reduce their abandonment rates.
An automated system
For the configuration of the new flow of airtime purchase, we designed a strategy that allowed the platform to segment the offers in several casuistics:
・Prioritisation of packs by desired reach.
・Impact on advertisers' potential targeting.
・Promotion of less saleable spaces at more competitive prices.
In this way, we created a recommended pack configurator, allowing users to customise and control their own campaigns with greater flexibility and autonomy.
Management and motivation
The platform now makes it possible to store, manage and track in real time the reach and impact of radio campaigns, which translates into greater motivation for users to renew current campaigns and reactivate past ads.
A transactional email strategy was also designed, which allows users to have a better user experience and SER Publicidad to offer new mechanisms for customer loyalty. An innovative solution that generates a positive impact on both the business and the relationship with its customers, opening up new opportunities and forms of financing for the medium.
