Audio advertising: Direct approach at the right moment
Radio is the oldest electronic mass medium. Even today, a large proportion of the Swiss population consumes radio as an accompanying medium in everyday life. This makes radio advertising an effective advertising medium. Auditory advertising messages appeal directly to listeners and create an emotional bond.
But traditional radio is no longer the only medium for audio advertising. With digital audio - which includes the live and web channels of selected radio stations or streaming services such as Soundcloud - we have advertising platforms with millions of users. Or you can address your target group at the point of purchase. We market Coop Instore Radio exclusively and thus offer the ideal advertising environment directly at the POS.
What these three types of audio advertising have in common is that they reach people in a wide variety of life situations. Whether they are driving, at work, doing sport or shopping. Your advertising message therefore often reaches people at exactly the right moment, which increases its impact. Audio advertising also gives the message a high level of acceptance and credibility. It is also suitable as an accompanying medium for cross-media campaigns.
Audio channels for your campaign
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Advantages of audio advertising
- Reach: A large proportion of the Swiss population listens to the radio or uses streaming services every day. In addition, audio advertising can quickly build up reach.
- Credibility: As the oldest electronic mass medium, radio advertising in particular enjoys a high level of credibility.
- Cross-media advertising: Audio advertising is the ideal accompanying medium for cross-media campaigns.
- Realization: Audio advertising can be implemented in a short time.
- Target-group-specific advertising: With our more than 50 radio stations, live and web channels, streaming services and Coop Instore Radio, we have various platforms available for audio advertising.
- Mobile devices: Today, practically everyone has a device on which audio advertising can be played.
- Low costs: Our partner sound studios realize audio advertising material quickly and cost-effectively.
Stations, platforms and environments for your audio campaign
Frequently asked questions about audio and radio advertising
What types of audio advertising are there?
- Radio advertising: Traditional commercials on FM or DAB radio.
- Podcast advertising: Ads within podcasts, either as pre-produced spots or advertising messages read aloud by the host.
- Streaming audio advertising: Ads on music streaming platforms such as Spotify or Apple Music.
- In-store radio: Advertising messages that are played in stores via the internal radio system.
How do I create an effective audio commercial?
- Clear message: The advertising message should be concise and easy to understand.
- Appealing voice: A professional speaker's voice can enhance the effect.
- Appropriate music/sound effects: Support the mood and remain in the memory.
- Call to action: A clear call to action motivates the listener to act.
What role does the placement of audio advertising play?
Placement influences the perception and effectiveness of advertising. In radio, broadcasting time and environment are decisive. In podcasts, advertising can be placed at the beginning (pre-roll), in the middle (mid-roll) or at the end (post-roll). Streaming services often offer personalized placements based on listening behavior.
How does audio advertising differ from other forms of advertising?
Audio advertising exclusively uses the sense of hearing and can therefore be consumed in situations where visual advertising is not possible, e.g. when driving. It enables a direct and personal approach and can evoke strong emotional reactions through voice and music.
Current articles on the topic of audio advertising
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