Mobile marketing and advertising technology provider Velti has signed a two-year mobile marketing partnership agreement with Bauer Media Group UK.

By the terms of the partnership, Velti will manage all mobile interactivity, promotions and marketing for Bauer Media’s 43 radio stations. Bauer hopes to spice up consumer engagement through Velti’s mobile marketing efforts, in an effort to include mobile messaging, interactivity, CRM mechanics and loyalty programs.

“Our aim is to develop closer relationships with our audience by providing mobile engagement opportunities and interactivity throughout our campaigns,” said Joanne Baldwin, digital commercial director at Bauer Radio. “Our listeners expect the simplest from Bauer so we needed to work with the most effective supplier available in the market. Velti is a partner we will trust and depend upon to deliver these mobile marketing services while also guiding and advising us on the right way to best capitalize on technology advancements within the mobile and digital landscape.”