Mogreet Debuts Mobile Solution For Broadcast, Radio

Radio

Mogreet, the pioneering MMS (Multimedia Messaging Service) provider, has launched a new platform designed to help broadcasters -- and especially the radio industry -- harness mobile to bolster promotional and advertising efforts.

The Mocast Broadcast Platform builds on the company's core offering for delivering video, photos, text and audio with tools geared to radio station marketing.

"Radio has needs that are a bit different from other industries. We thought it made sense to create a specific platform for this market," said Tara Zanecki, vice president, marketing and client services at Mogreet, which handles billions of MMS messages.

Among the specialized features in the system is the capability for radio hosts to track a continuous feed of song requests or other "shout-outs" that listeners have texted in via their mobile devices, allowing DJs to respond to incoming messages on-air or directly to an audience member. 

On the advertising and transactional side, the broadcast platform will also power mobile-focused contests and sweepstakes, daily deals and rich media mobile coupons, and support for mobile ad formats, including pre- and post-roll video, text and audio.

As an example, Zanecki said a radio station could run an opt-in mobile promotion in which it sends out MMS messages featuring a new track from a listener's favorite band or artist and includes a sponsored link to buy tickets for a local upcoming concert. Messages can also include a button for sharing a song or other content on Facebook. "That's where you really get extensive reach," she said. Other social media options for sharing in addition to Facebook are expected to be added.

Zanecki said Mogreet has about 100 active radio station clients to date, including ones owned by the Cox Media Group, EntreVision, Emmis and South Central Media. In addition to providing MMS software, she emphasized that the company also provides training on mobile marketing and ad sales for traditional media clients that may not have much experience yet with the medium. "It's a very hands-on approach."

Mogreet, whose clients also include brands such as Nike, Starwood Hotels, Warner Brothers, and American Greetings, charges an annual fee for licensing its technology. It throws in a bundle of allotted monthly MMS messages, but companies have to pay on a per-message basis if they exceed the limit.

The 5-year-old company says its main platform can reach 2 billion people in 175 countries. It has raised $10 million in venture funding from investors including Ascend Venture Group and Black Diamond Ventures.

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