Bauer Media

Case Bauer Media

Promotion of the RadioPlay On-Demand service application

Bauer Media, the trendsetter of audio business and Finland’s largest radio company, reaches almost three million Finns per week through its radio and online products. Bauer Media’s brands include, for example, Radio Nova, Iskelmä, KISS, Radio City and The core of On-Demand content is that it can be listened to anywhere, regardless of time and place. The competition for consumers’ headphones is stiff, and the number of podcast listeners is growing at an annual rate of 10-20 %.


Starting point

Bauer Media needed a partner in order to implement a multi-channeled launch and promotion of the RadioPlay service. In collaboration with Redland, the goal was to acquire as many application downloads as possible, at the best possible price, within a 3-month period.


The RadioPlay service was launched in December 2017. Bauer Media’s own extensive web and radio media outlets were deployed for the launch, according to the most popular program content. Redland was responsible for the digital marketing of the application, which was implemented by using, among others, a Google Ads application campaign, as well as Facebook advertising.

The advertising systems were integrated into application stores to receive data on the number of application downloads, which was the central performance goal. As the campaign progressed, the advertising budget was allocated according to where application downloads could be acquired at the most efficient price.


Over 2 million views, almost 30 000 clicks and 10 000 downloads were achieved through the Universal App campaign. RadioPlay has tripled trendsetter Bauer Media’s digital audio consumption. The average listening time of RadioPlay’s podcasts is 58 minutes. Content satisfaction is also evident through visitor loyalty, since 85 % of listeners return to the service within a week. Find something good to listen to!

“"It has been easy to work with Redland. When I give them a task, I know it will be done well and I won’t have to think about it anymore." ”

Kirsi Takala
Product Manager RadioPlay, Bauer Media