Case Study: BBC Radio 1 achieves strong youth engagement (1.45% CTR, 13% linkouts) with InMobi's personalized rich media solution

Rich media created a unique and personal experience BBC’s target audience

BBC Radio 1, preparing for Nick Grimshaw to take over the Breakfast Show, needed a mobile campaign to shift its audience younger and drive awareness and social sharing among 15–24 year olds. The challenge was to introduce the new host in a way that felt fresh and personal to a younger, mobile-first audience.

InMobi’s creative team built a bespoke iOS rich media unit that mimicked a phone call from the DJ, using BBC-produced content and Audience ID targeting to reach the desired demographic. The campaign delivered over 5 million impressions, a 1.45% CTR, 13% linkouts from listeners to the site, and engagement time in the unit that was double the referenced 25‑second media message.

BBC Radio

Alex Heywood

Account Director, MEC