TheIndustry launches DAB Display Ads

Zurich agency TheIndustry and Swiss DAB network operator Digris are introducing a new form of advertising. Display ads can now be streamed directly to the screen of DAB-enabled car displays.


With DAB Display Ads, the advertising image appears on the DAB display, regardless of the radio station that is currently playing. The aim is to reach all car drivers in Switzerland, as well as passengers.

According to the Swiss Federal Statistical Office, around 1,031,000 cars on Swiss roads are currently equipped with digital audio broadcasting. Up to 300,000 more such vehicles are added every year. The Federal Council has decided to completely replace terrestrial analog radio FM with DAB technology by 2024. For the launch of the DAB display ads, TheIndustry and network operator Digris have teamed up. The latter distributes 60 percent of all Swiss DAB radios.


First customers already on board 

The insurer, the coffee manufacturer Lattesso, and the lakeside clinic Brunnen are already running national campaigns. Joséphine Chamoulaud, Head Marketing & E-Commerce at "As a digital insurance company, we are always looking for new, innovative ways to reach our customers. With TheIndustry's DAB Display Ad, we see great potential to pick up Swiss motorists at the right place at the right time."

Those responsible at Latesso also see the potential of the new advertising measure: "With the innovative DAB Display Ad from TheIndustry, we bring the message directly into the car as the best break recommendation. Thus we animate with our message (clean & safe) purposefully to the purchase with the next stop at the gas station , explain Erich Kienle, General manager with Latesso.


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