Revolution on the radio: Programmatic advertising conquers the waves of Austria!

Revolution on the radio: Programmatic advertising conquers the waves of Austria!

In a groundbreaking step for radio advertising in Austria, an innovative program was started as a pilot project. A programmatic radio campaign for the customer C&A was realized by RMS Austria in cooperation with Mediaplus Austria, Aireal and Virtual Minds. This marks a technological milestone because radio advertising spaces were booked in real time and data-based for the first time. The campaign, which took place between September 24 and 30, used the latest technology platforms to play a 15-second spot in the broadcaster Radio 88.6 and Radio Arabella, which generated over 477,000 contacts in the target group, such as medianet reported.

The advantages of programmatic radio advertising

The new system not only enables the listeners' targeted address, but also significantly increases the effectiveness and flexibility of the campaigns. By immediately integrating the programmatic adslots into the transmission systems, these campaigns were booked and broadcast in record time. According to Adaudio Programmatic Radio offers a targeted targeting, improved measurability and efficiency, in which advertisers are able to optimize their campaigns in real time and to react quickly to changes in the market. These skills are crucial for the increasing relevance of the medium in the competitive environment, especially towards digital platforms.

The reactions in the industry are consistently positive. Joachim Feher, Managing Director of RMS Austria, sees great potential in this new form of marketing and emphasizes: "Mass medium and programmatic are not opposites." The programmatic booking of radio advertising is seen as a revolutionary instrument with which agencies can create hyper-individualized, data-driven campaigns that are tailored to the needs of their customers. The radio industry thus experiences a remarkable boost of innovation in terms of advertising options and will continue to develop in the coming years.