New properties are entering the audio space all the time, each with different and exciting new ways to reach consumers. One of those properties we have our eye on is Grooveshark.  Like other personalized audio players on the market the user can define the music they will hear but it does have a few elements that make it special.

The Grooveshark interface gives the option for users to either listen to the several stations that are programmed into Grooveshark or to add songs to their library and interact with them sort of like you would an mp3 player. On either a phone or PC users can pause songs, replay them endlessly, and generally interact with music in ways not seen a on a lot of other properties.

A consumer likes a song? They can email it to a friend, by logging into the Grooveshark interface with a Google or Facebook account.

If you, as an advertiser, create an outstanding theme or skin for the audio player- users can then download it and have your branding in front of them long after your buy has ended (there’s nothing like brand loyalty!) Design a widget or other application programming interface (API) that users can interact with long after they’ve stopped listening for the day.  If you just want to test the waters you can still use more traditional pre-roll and banner ads within the audio player to see what your response is. Don’t just make a simple ad. With audio interfaces you can build a relationship with the consumer based around something they love–music.

Stand alone media of all kinds is giving way to integration and Grooveshark is a perfect example. In this case, your radio buy is part of your social media strategy and your mobile commerce campaign. Properties like these will allow The Radio Agency to help you kill two birds with one cost effective budget. And you thought radio was old school?

Jasmine Hall is a planner/buyer at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com