VSP, IGEM and Swiss Radioworld present "Listen Up! The Power of Radio & Digital Audio"
The Association of Swiss Private Radio Stations (VSP), the Electronic Media Interest Group (IGEM), and Swiss Radioworld provided insights into the future of radio and audio marketing. At the event in Zurich, the latest developments in analog and digital audio advertising were presented.
The event «Listen Up! The Power of Radio & Digital Audio» demonstrated just how rapidly the world of audio is changing and how brands can strategically leverage this potential to achieve success. The morning session featured practical examples from research, technology, and innovative audio advertising.
Peter Scheurer (VSP) hosted the sold-out event, which was organized by Swiss Radioworld, IGEM and was organized jointly with the VSP.
Siri Fischer (IGEM) began by reviewing the latest findings of the study IGEM-Digimonitor. It showed that audio—as a combination of radio, music streaming, and podcasts—is firmly embedded in everyday life and reaches nearly the entire population on a regular basis.
Ralf Brachat (Swiss Radioworld), Daniel Tschudi (Goldbach Group), and Jericho Lämmler (CH Media) explained how programmatic advertising is also being introduced in radio. Making linear radio programmable poses a particular challenge given its nature as a one-to-many medium. Implementation is imminent: Automated booking processes bring new flexibility and enable more precise targeting of audiences.
In his presentation «Radio 2028: FM, New Research, Streaming—Why Our Medium Isn’t Standing Still,» Nicola Bomio (VSP / CH Media) showed that radio is more vibrant than ever—because it is consistently reinventing itself digitally. Starting in 2028, radio reach will merge with streaming data, providing a more precise, cross-platform picture of overall audio consumption. His message: Radio touches people, connects them, and remains the medium that fosters the closest connection—strengthened by data, technology, and new listening habits.
Kevin Gander (Energy Schweiz) presented an innovative advertising product that makes traditional radio campaigns measurable, thereby integrating transparency, performance, and data-driven management into audio advertising. At the heart of the product is a smart website tag that measures in real time how many website visits occur immediately after a radio spot—thereby making the direct impact of advertising visible for the first time. Tests showed results with up to a 23% increase in traffic, clearly confirming the relevance and effectiveness of radio as a performance channel.
Michael Selz (Omnicom Media Group) and David Foser (TX Group) used meta-analyses of 51 campaigns to demonstrate when audio is particularly effective. Audio has a strong impact within the media mix, especially when the gross budget exceeds CHF 300,000 and there are at least six touchpoints. Younger target audiences respond more quickly, while older audiences require more audio contacts. Industries such as telecommunications, automotive, and retail benefit from up to 42% higher activation rates, and the combination of radio and digital audio significantly increases reach and impact.
To wrap up the event, Nicolas Peggs and Steve Krebser (Swiss Radioworld) gave a presentation titled «Sound Stories,» explaining how brands use holistic and creative audio planning to reach their audience in various life situations. Using Honda as an example, they demonstrated how the brand slogan «The Power of Dreams» is brought to life through «The Power of Audio.».
Peter Scheurer (VSP) summed up the event: «Audio is more diverse today than ever before. The examples presented show that radio and digital audio together form a powerful advertising duo—with great potential for the future.»
Ralf Brachat (Swiss Radioworld) added: «The studies presented show that the combination of radio and digital audio has a clear impact on the overall advertising effectiveness of a campaign. With programmatic radio, this potential is now even more widely accessible.»
Siri Fischer (IGEM) drew a positive conclusion: «This well-attended event shows just how relevant the topic of audio has become. Research, technology, and effectiveness come together perfectly here. Many of our member companies have been active in the individual areas of radio, streaming, and podcasts for quite some time, and we’re excited to help shape the future of audio by bringing these elements together.».
