Interview with Steve Krebser about the Swiss Audio Network
“Why we are now focusing on local trust.”
In a fragmented advertising market, the Swiss audio landscape, with its deeply rooted radio stations and local podcasts, offers a unique “home advantage” with local anchoring. With our new Swiss Audio Network, we bundle the power of regional web radio and curated podcasts, fulfilling the demand for brand safety, which enjoys high acceptance through the single spot principle with a pre-roll.
Steve Krebser from Swiss Radioworld explains why the credibility of local audio publishers directly enhances your brand’s reputation and how a listen-through rate of 95% is achieved through the trustworthy environment of Swiss voices.
Steve, why is the Swiss Audio Network so important for the Swiss advertising market right now?
“We have found that advertisers are no longer just looking for reach, but also for trust. When a message runs in a local podcast or web radio with familiar Swiss voices, the credibility of the publishers directly rubs off on the brand. We are now giving you the tools to leverage this atmosphere strategically.”
A listen-through rate (LTR) of 95% in Swiss environments is impressive. How do you explain this figure?
The LTR is one of the greatest advantages of audio, and it doesn’t happen by chance. When listeners tune into a radio station or podcast, there is usually only 1 spot, and then they can listen to the content ad-free for several hours. This applies especially to the web-only channels offered by radio stations. But advertising is also accepted in podcasts, and we see in our reports that ads are rarely skipped. Another advantage is that audio is platform and device independent, allowing us to reach users in almost all moments. For example: web radio while cooking or podcasts during sports.
Brand safety is an ongoing topic. How does the Swiss Audio Network contribute to brand security?
Audio is generally one of the safest channels overall. There is very little content in our Network that is user-generated or of questionable origin. The web streams and podcasts come from curated networks and offer professional content. With our Swiss Audio Network, advertisers know that their audio spots run in journalistically maintained environments. This protects the brand from inappropriate content and strengthens reputation through trustworthy Swiss publishers. It doesn’t get safer or higher quality than this.
Audio is booming, but the market is becoming more confusing. Is local anchoring the answer to this fragmentation?
Yes, fragmentation also offers opportunities to reach different target groups through different channels. The connection to local stations remains constant in audio. With Swissness targeting, we simplify access to Swiss inventory by bundling web radio and podcasts for the first time. Additionally, booking in the podcast sector becomes more attractive in terms of pricing. It’s the perfect opportunity to test the audio format!
