The largest DAB+ campaign to be commissioned by the commercial radio industry since DAB+ services launched in Australia 10 years ago is rolling out this month. The landmark consumer-focused DAB+ digital radio campaign takes in both audio and visual mediums, with the first phase running during December 2019 and January 2020, with a second phase planned for 2020.
The campaign consists of short and long-form video content and four radio ads. The radio ads air across all markets where DAB+ is broadcast in both metropolitan and regional areas, while video content will primarily be shared in the digital and social space, including catch-up TV. It uses vibrant scenes displaying the diverse radio audience and impactful slam poetry audio narration. This is designed to showcase the value and influence of radio in general, and the benefits of DAB+ radio in particular, which include unique, entertaining content and premium quality sound.
Commercial Radio Australia CEO Joan Warner said: “This new campaign reinforces radio’s key strengths and listener engagement, while highlighting that DAB+ radio enhances these qualities by offering a variety of choice and exceptional sound quality. DAB+ provides additional diversity in both broadcast content and the ways in which all radio content can be consumed, giving people what they want, when they want it.”
More than 4.208 million people listened to DAB+ radio in 2018, up from 3.616 million in 2017. DAB+ has a weekly reach of 30.4% with 5.4 million DAB+ enabled devices sold already.