For the first time, the Radio Advisory Board provided insights on digital radio advertising spending on the Dutch market. The amount in the first quarter of this year was 1.5 million euros.
Marketing organizations of countries and regions, public and commercial radio stations have set this number as Just announced. From now on, digital spending will also be reported separately in each quarter.
During the day, radio listeners can easily switch between the various known forms of radio: from IP, FM, DAB+ to digital cable. The NLO streaming audio standard indicates that more than 30 million time is spent on live broadcasting via IP each week.
With the increase of digital listeners, this group has become more and more interesting for advertisers. They can also use specific Internet radio channels to send advertising messages. Digital broadcast advertising can achieve more complex positioning. From now on, RAB will publish the number regularly, which shows how fast advertisers and their agencies are.
Previously, digital radio advertising sales were part of total spot sales. Off-site turnover was 2.3 million euros.
In addition to broadcasting, a new field is also emerging: podcasting. In the Netherlands, several new production plants appeared last year to meet the demand for specialized facilities. This usually involves a combination of technology and development. Internationally, Spotify in particular has taken over podcasts in production and distribution, as well as promotion and development. The number of Dutch podcast advertisements is unclear.
photo: Alex Kahn (Cc)