Interactive radio service Jelli has announced a new advertising platform that combines the reach of terrestrial radio with the engagement and measurement of the social web. "We are reimagining the radio spot, making it more engaging and interactive," said Jelli CEO Mike Dougherty.

With this new platform, Jelli says it will transform radio advertising by incorporating the user engagement from Jelli's social platform with terrestrial radio spots served on the air from Jelli's platform. Jelli's advertising platform includes two key elements:

• Jelli Response, an advertising unit that enables a terrestrial radio ad spot, served from Jelli's platform, to receive the same real-time social feedback from the audience that a song receives on a Jelli broadcast.
• Jelli Insights, a powerful analytics platform which provides agencies and radio buyers insights as to how the audience reacts to each campaign, by demographic and region.

This new platform is available immediately for national and network radio advertisers. Jelli's first campaigns using this new platform will begin to run next week in markets across the United States.

"The advertising industry is eager for innovation from radio, to move a radio campaign from the world of ‘did it run?’ to ‘did it resonate?’," said Dougherty. "Pre-launch support from the largest agencies and their clients has exceeded our expectations."

With Jelli Response ads, Jelli's social music platform serves the radio spot on-air, simultaneously presenting the ad to users who can interact in real-time with it as it plays, via Jelli for iPhone, Jelli for Android and the station's website. A Jelli Insights report is created, summarizing the engagement data from the radio campaign, including by demographic and region.