A German radio station claims it has designed a platform that uses artificial intelligence and synthetic voices to create, produce and book an audio spot in as little as three minutes. The platform — RadioADMaker — takes care of the copywriting and the spot’s complete production.
“We thought about how smaller, local customers in particular, who may not have done radio advertising before, could easily create commercials themselves and book them in, including geo-targeting. Thanks to artificial intelligence, our platform can do just that,” says Gong 96.3 CEO Johannes Ott, who came up with the idea. The platform currently serves potential advertisers in the station’s broadcast footprint and that of its digital offering 089Kult.
“You first select which city or region you want to advertise and the station. Then you enter a few facts about the topic you want to advertise. The artificial intelligence then makes five text suggestions for the spot in seconds. Then you choose one of five voices and select the appropriate music. The artificial intelligence then produces the finished online audio spot,” continues Ott. Once the user has selected a budget and paid using PayPal, the spot goes on air as a pre-stream spot, i.e., before the station’s program starts.
“Of course, RadioADMaker cannot replace conventionally produced glossy audio spots. But our evaluation has shown that users accept this quality level. And some test persons didn’t even notice that the voices were synthetic,” adds Ott.
“The platform offers broadcasters the opportunity to reach a completely new customer target group,” says Roman Bauer, managing director of rb media, which co-developed the platform. “Even the small butcher shop around the corner or the sports club can book radio advertising at short notice.”