The first data-based radio campaign in Europe

Since the Swiss national team's first World Cup match on June 17, 2018, radio campaigns in Switzerland have been data-based, fully automated and playable in real time. With its national coverage and net reach of over 35%, swiss radioworld, together with its Hamburg-based technology partner adremes, is introducing an innovation to the Swiss radio market that is unique in Europe: based on data such as weather, traffic and sales figures, radio campaigns can now be broadcast with greater relevance for listeners. Thanks to the end-to-end automation of order management and spot broadcasting via interfaces to the corresponding station systems, radio stations and advertising clients can react quickly to events and tailor advertising messages to specific events.

Easy implementation of data-based radio campaigns - in multiple languages

This means that data-based radio campaigns can be implemented easily and efficiently in future, even if they are extremely complex. Switzerland is the first radio market in Europe where data-based radio advertising is used in multiple languages. adremes, the technology provider of swiss radioworld based in Hamburg, specializes in radio as an ad exchange and is therefore the right partner for swiss radioworld's digitization initiative.Ralf Brachat, Managing Director, swiss radioworld: "With the radio stations that are connected to our platform, we reach a net reach of over 35% and therefore more than 2.4 million listeners in Switzerland every day. We offer the advertising market the largest advertising network of all media types in Switzerland. The combination of the shortest possible duration and new, innovative advertising opportunities also sets our offering apart from other media types, making radio the first traditional media type to offer data-based advertising via non-digital channels. The demand is confirmed by the many customer inquiries, which we are currently concretizing and implementing with various advertising clients."

Result of a complex process

Dr. Nico Aprile, Chief Executive Officer, adremes: "The implementation of the first real data-driven advertising campaign, which broadcasts advertising spots based on data (such as sports events) simultaneously and in real time on several Swiss radio stations, is the result of a process that we started together with swiss radioworld a few months ago. Our vision is to use the communication and trading platform adremes and the campaign management system amily to drive forward the automation of audio advertising in the Swiss radio landscape, to simplify it and to redesign the advertising business from the ground up. the successful placement of the new advertising campaigns is an important milestone on this path. Right from the start, we were certain that we had found a partner in Swiss Radioworld that is driven by innovation and shares our vision of a modern, automated advertising market. I look forward to our continued collaboration."

First test during the World Cup

The success of the partnership is already evident in the first jointly implemented campaign. Together with microspot.ch, a commercial with the appropriate message for the final result was broadcast immediately after the Swiss group matches. Martin Koncilja, Head of Marketing, microspot.ch: "Together with our agency, we are always on the lookout for innovative ideas. The swiss radioworld solution was the perfect way to stand out from the multitude of advertising messages surrounding the World Cup, and the increased awareness that we were able to achieve through the campaign was reflected in the large amount of positive feedback from our customers. The smooth campaign broadcast, the high reach of the network and the direct connection to the respective event set programmatic radio apart from other genres. We are already looking forward to further targeting opportunities and innovations. "Targeting can already be booked for various sports (from American football to ice hockey, football, skiing and tennis) and weather situations (temperature, snow, fog, wind, pollen and hail).

Increasing the appeal of radio as a medium

Matthias Kost, Managing Director, Radio Zürisee: "The swiss radioworld initiative can further increase the attractiveness of radio as a medium. In future, other interesting data-based advertising offers such as weather or health data, data on dust and pollen levels in the air and even sales figures from advertising customers could be taken into account in campaigns. "We are convinced that the launch of data-based radio advertising will have a huge impact beyond national borders, as the advertising industry will have completely new opportunities to reach the right customer at the right time with the right story. "Programmatic radio enables radio stations to significantly increase efficiency and open up new revenue potential. Already 80% of Swiss radio stations process orders and spot broadcasts fully automatically with swiss radioworld.Matthias Kost, Managing Director of Radio Zürisee, continues: "With adremes' interfaces to our order management and broadcasting systems, we have streamlined work processes and significantly increased efficiency. We have eliminated non-value-adding process steps, leaving more time for more comprehensive customer advice and better service."