VSP, Igem and Swiss Radioworld present "Radio today - Audio tomorrow"
On Tuesday morning, the "Radio today - Audio tomorrow" event in Zurich offered insights into developments in analog and digital audio advertising. In addition to usage, the focus was on advertising impact and new booking forms for audio advertising.
Peter Scheurer from the VSP opened and hosted the event, which was jointly organized by Swiss Radioworld, Igem and the VSP. He traced the arc from 100 years of radio to today's audio offerings.
Siri Fischer from IGEM introduced the topic and showed the importance of audio as a combination of radio, music streaming and podcasts. The latest Digimonitor 2024 study shows that 99% of the population aged 15 to 75 consume audio at least occasionally - over 80% even do so on a daily basis. This means that audio is firmly anchored in everyday life, and radio can be well complemented by streaming and podcasts.
Nicolas Peggs from Swiss Radioworld used customer cases to show that advertising recall and impact increase with increasing budgets for digital audio. This is due to the rapid build-up of reach, which means that the young target group is also easily reached.
Sven Ruppert and Florian Walz from Splicky gave an insight into how programmatic advertising as a form of advertising booking, which originally comes from online advertising, is now also becoming an issue in linear radio. This development opens up new opportunities for radio, such as more flexibility and the cross-media integration of advertising.
An interactive AI quiz also demonstrated how difficult it has become to distinguish between human and AI-generated voices. An audio spot can be produced in two minutes, as Nicolas Peggs demonstrated using a live demo with Goldbach's audio generator.
Claudio Catrambone from Family Agency presented the fresh advertising subjects for the Radiobuchen.ch generic campaign.
At the end of the event, Peter Scheurer from VSP summarized: "Today, the great potential of radio and audio advertising was demonstrated. We look forward to advertising clients making even better use of the advantages of digital audio advertising in the future".
"The figures from both the IGEM Digimonitor study and the study conducted by Swiss Radioworld show that the combination of radio and digital audio has an evident effect on ad recognition and the overall advertising impact of a campaign," adds Nicolas Peggs from Swiss Radioworld.
Siri Fischer from IGEM drew a positive conclusion: "The well-attended event shows the increasing relevance of audio in Switzerland. The individual areas of radio, streaming and podcasts have long been present at many of our member companies and we are delighted to be able to accompany the combination of these as audio into the future".
