NPR.org is featuring a new HTML 5 Audio Player, which debuted last month to industry acclaim for its fresh design and “versatile listening” experience. The Player also offers powerful insights about audience listening habits, including how and what users are listening to – all instrumental maximizing the impact of sponsor campaigns. Initial findings show that the redesigned Player boosts performance for brands, delivering a more powerful platform for users and sponsors alike.
With a new “sticky” right rail placement integrated seamlessly throughout the site, the NPR.org Audio Player keeps banners in view as users explore the page. Since introducing the persistent format, NPR.org banners now achieve 96% viewability and, click-through on NPR.org banners has doubled (Source: Moat).
Further, NPR.org users are enthusiastically embracing the Audio Player’s improved listening options. Users are now listening to upwards of 40,000 hours of on-demand content per day – from podcasts to newscasts – and thousands more in live feeds from local NPR stations (Source: DFP).
This powerful listening experience is a prime opportunity to connect with deeply-engaged listeners.
With new digital audio sponsorship opportunities in the NPR.org Audio Player – Supported Selections, Supported Podcasts and Mobile Player – sponsors can align their messages with content that resonates with NPR’s audience.
For example, as part of its ongoing efforts to commemorate the 100th anniversary of the National Parks Service, Subaru has kicked off a campaign supporting NPR’s coverage around the centennial. A Supported Selections channel in the fast-growing NPR One app extends Subaru’s alignment with the coverage and provides audiences a hand-picked selection of timely National Parks stories.
AT&T’s multi-platform campaign with NPR includes Supported Selections, a new sponsorship offering that seamlessly integrates their brand into the Audio Player. With engaging audio and visual recognition, the new unit aligns AT&T with a collection of business and technology stories relevant to their campaign, all curated into an AT&T-branded channel.
Through the campaign with NPR, Subaru has connected with users who share their brand values.
Beyond the redesigned Audio Player, NPR boasts an impressive track record for digital innovation for sponsors. From the NPR One app and its desktop companion, to Center Stage roadblocks on the NPR home page, NPR leads the industry with captivating, game-changing design for brand integration across platforms.
What sets NPR apart from digital publishers is the unwavering commitment to their passionate audience. Always putting users first, NPR has cultivated an uncluttered and engaging environment for programming and news that provides supporting brands fluid integration and high visibility. And NPR.org users take notice: 69% of NPR.org users hold a more positive opinion of companies that support NPR (Source: Lightspeed Research, State of Sponsorship Survey, August 2015.)
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