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The “DAB DisplayAd” concept was launched in cars across Switzerland at the end of August 2020. The feature is now in DAB home radios with displays, expanding the reach to 280,000 contacts at home, says a report by media company HORIZONT.
This form of advertising is likely to receive increased attention, as the global pandemic has people working in home offices or in their cars instead of in the office. With the expansion to the DAB home radios, people can now also be reached at home, noted DAB Network GmbH.
The first customers have already booked the DAB DisplayAd again this year. “We were able to expand and optimize the medium with the help of these first-mover customers,” said Managing Partner Sandro Proietto. “We continue to work on our technology at the same pace and will continuously develop the DAB DisplayAd and adapt it to customer needs.”
As reported in a story by HORIZONT on the new advertising platform, the display ads appear directly on the screens of DAB-enabled radios, regardless of the radio station that is currently playing. The placement of ads takes place via a fully automated booking system.
Currently, they are working on programmatic integration of ads, with hopes that it will be available soon.