Swiss Radioworld launches data-based radio advertising together with Adremes

Since the first World Cup match of the Swiss national team 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 percent, Swiss Radioworld, a subsidiary of the Goldbach Group, 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 or even sales figures, radio campaigns with greater relevance for listeners can be broadcast in the future. Thanks to the end-to-end automation of order management and spot broadcasting via interfaces to the relevant station systems, radio stations and advertisers can react quickly to events and tailor advertising messages to specific events. In this way, data-based radio campaigns can be implemented easily and efficiently in the future, even with the highest level of complexity. Switzerland is the first radio market in Europe to use data-based radio advertising 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, said in a statement that he was pleased with the innovation: "With this step, radio becomes the first classic media genre to play out data-based advertising offers via non-digital channels. The demand is confirmed by the many customer inquiries, which we are currently concretizing and implementing with various advertising clients."

Nico Aprile, Chief Executive Officer, Adremes: "The implementation of the first true data-driven advertising campaign that puts commercials on air simultaneously and in real time on multiple Swiss radio stations based on data such as sports events is the result of a process we started together with Swiss Radioworld a few months ago. Our vision is to use the Adremes communication and commerce platform and the Amily campaign management system to drive the automation of audio advertising in the Swiss radio landscape, to simplify it and to reshape the advertising business from the ground up. The successful launch of the new type of advertising campaigns is an important milestone on this path. From the very beginning, we were confident that in Swiss Radioworld we had found a partner who is driven by innovation and shares the vision of a modern, automated advertising market. I look forward to our continued collaboration."

The success of the partnership is already evident in the first jointly implemented campaign, according to the statement. Together with Microspot.ch, a spot with the appropriate message for the final result was broadcast immediately after each of the Swiss group matches. Martin Koncilja, Head of Marketing, Microspot.ch, draws a positive conclusion: "Together with our agency, we are always looking for innovative ideas. Swiss Radioworld's solution was the perfect way to stand out from the multitude of advertising messages around the World Cup. The increased awareness that we were able to achieve through the campaign was demonstrated, among other things, by the large amount of positive feedback we received from our customers."

Targetings on various sports (from American football to ice hockey, soccer and skiing to tennis) as well as weather situations (temperature, snow, fog, wind, pollen and hail) are already bookable.