The evolution of the radio medium opens up the possibility and complexity of contemporary digital advertising to the audio format. Opinions of the CEO of Publicom, Gianpio Gravina
The ways in which we listen to music and radio content have begun to evolve in a manner comparable to what has been happening for some years in the video world: from on-demand, to use on different devices, to discontinuity.
"We have to get used to the fact that the radio is destined to go beyond the linearity of the schedules" says Gianpio Gravina (in the photo below), CEO of the digital agency Publicom, and continues "The path of transformation of radio into a multichannel experience opens up to the format audio the possibility and complexity of contemporary digital advertising. Today, we can think of audio as a platform capable of reaching people by identifying them through geographic data, demographics, social connections, listening behavior and other advanced metrics ".
The pluses of digital audio planning are identified in the touchpoints that see the user reach the home, on the move, outside the radio peak time; the experience of use in a native context free from ad-fraud and ad-block; premium content provided on selected properties that guarantee brand safety; multi-device to reach the user on all connected devices; traceability of measurable results with the main market metrics.
Publicom, a company founded and led by Gianpio Gravina, has structured itself with a dedicated team for the construction of cross-channel branding campaigns including strategies that integrate digital audio.
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