Tune into a GCap Media-owned radio station on a DAB radio soon and you'll be able to see what their advertisers have to offer – as well as hear it! The UK's biggest radio group are launching DABverts, meaning clients' text-based messages will be displayed on screen whilst their audio advert is playing on air.
GCap say the synchronised messages will be utilised from next week across the group's entire portfolio of stations – including Classic FM, Capital Radio, Xfm, Planet Rock and local stations in The One Network.
The idea's been trialed over the last few months and launches as one of the new initiatives following the re-organisation of GCap's National Sales team last month. DAB text is normally used for displaying "song playing now" information, station contact information or news and travel information. GCap Media is the first to synchronise text along with spot adverts.
GCap's Group Head of Commercial Programming Andy Wood told RadioToday.co.uk: "Adding a visual element to radio campaigns allows brands to provide further information or reinforce their creative message."
Lloyds TSB are one of the first companies to try the new media-mix. Richard Shotton, Planning Director at Zenith Optimedia says that they've been a valuable addition to the bank's radio plans: "As a brand, Lloyds TSB are keen to experiment with innovative media and technologies in order to convey their contemporary image. DABverts strengthened the radio element of the plan by re-iterating the core message of the campaign whilst providing a timely call to action."
Recent Radio Advertising Bureau research has shown the nearly 70% of DAB listeners have used the text display to find out more information about what they are currently hearing, and over 40% have then used that information in a call to action.
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