The media-streaming site StationDigital is starting to pique interest among users despite big-league competitors like Pandora and Netflix. After attracting 6 million viewers since its September launch, CEO Timothy Roberts tells that StationDigital has the punch to stand out from the pack. Attracting 6 million users since its September launch, the media-streaming site StationDigital is starting to pique interest among users despite big-league competitors like Pandora and Netflix. CEO Timothy Roberts says StationDigital has the punch to stand out from the pack, primarily because it streams all kinds of media — music, TV, movies and video games — and sells merchandise, all while being platform agnostic. He believes users will respond well to the convenience of being able to access all their media through one site — and, thanks to a Cloud-based system, on multiple devices, too.
StationDigital was created with about $5 million from private investors. Although it officially went public in April, stocks have not yet been traded. The company’s media catalogue includes 22 million songs, which can be downloaded or listened to via StationDigital radio stations and recommendations. It is in the late stages of acquiring rights to stream TV shows and videos. In addition to offering media downloads for sales and rental, StationDigital will sell entertainment memorabilia, art and posters and electronics. Roberts won’t say how much subscriptions — which should be available by the end of the year — will cost, only that “we are going to be priced lower than the competition.” At the moment, consumers can access content at no charge or upgrade to a service that eliminates ads for $3 a month. StationDigital is able to collect data on users including their location by longitude and latitude, cookies and behavioral data. The site’s direct sales division — which will allow users to buy media including video games and merchandise — should be functional in about four weeks, he says. Roberts says the site already is attracting advertisers, although it only now is building a sales force. Since launch, StationDigital has run ads acquired through competitive exchanges, he says. However, Roberts expects to have 56 full-time sales, marketing and customer support staffers hired by the end of the year, and more than 100 onboard by late 2015. With at least 90% of traffic coming through mobile devices, StationDigital’s strategy emphasizes mobile advertising. The company sells mobile banner, interstitial, audio and video ads, as well as desktop banner ads, Roberts says. In addition to concentrating on mobile growth, StationDigital’s larger strategy also focuses on other portable devices such as connected cards, TV and gaming systems, he says. Roberts also calls his ad model “better than Pandora” because of its geotargeting capabilities. The service can change ads based on user locations at the time they are using the service, not just their registered addresses. StationDigital’s loyalty and rewards program, under which consumers earn “SD dollars” they can use toward purchases, is largely spurring consumer interest in the service, he says. Users can enroll in the program with no “registration roadblock,” making it particularly attractive, Roberts says. StationDigital also has launched a robust marketing campaign that includes billboards in prime locales like Times Square and the Sunset Strip, as well as radio and online advertising, all of which Roberts hopes will grab attention.
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