Radio advertising is much more accepted by listeners than advertising forms on other channels – that is the finding of a psychological study conducted by the Cologne-based institute “emsulting” on behalf of ARD Werbung SALES & SERVICES (AS&S), which markets advertising time for Germany’s ARD public broadcasting service. Consequently, radio is the medium with the least active avoidance of advertising. A special survey carried out by “ma IP Audio” between March and May in Germany also found that radio is used daily by 53 million people in Germany alone and has seen a real surge in popularity of 52 percent during the coronavirus pandemic. Radio is therefore ideal for spreading your brand message to a large audience.
Digitalization and the associated emergence of a vast array of online audio formats have transformed the established mass medium of radio into the multichannel medium of audio. Convergent audio campaigns can now be orchestrated extremely precisely, and waste coverage is kept to a minimum when targeting the desired listenership. Frank Bachér is a recognized expert in the field of digital advertising. In his position at the audio marketing firm RMS, he is responsible for further developing and strategically expanding digital and programmatically driven advertising business for audio offerings. We interviewed him about current trends, opportunities, and developments on the digital audio market, and much more.
In this guide, you can read Frank’s insights and learn about the following aspects related to radio advertising:
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