As DAB+ is smoothly rolling out in France, Switzerland is already among the European leaders in broadcasting, with over 125 programmes available to listen to.
Our agency already uses DAB+ in its cross-border media strategies through broadcasting in the French-speaking part of Switzerland and neighbouring France.
But do you know how this new broadcasting mode works? What's the difference between DAB+ and digital audio?
What is DAB+?
The DAB+, or Digital Audio Broadcasting, is the modern standard for broadcasting and the digital successor to FM transmission.
How does it work? On DAB+, multiple radio stations broadcast on a single frequency. This means more radio stations can transmit their programmes, resulting in more choice for the listener.
In contrast, traditional analogue FM transmission is increasingly encountering its capacity limits, being saturated in several regions of France. There is no longer room for new radio stations, which limits listeners' choices.
The advantages of DAB+
DAB+ technology allows you to listen to the radio for free and without a connection, thanks to satellite frequencies.
All content can be consumed anywhere : by car, but also at home, in the office and everywhere else.
There are many reasons to include DAB+ in your media strategy. The «+» following the name Digital Audio Broadcasting is not there by accident. It reflects the innovation of this technology and is synonymous with its promises: greater best sound, of best reception, and also greater diversity.
It is important to note that by the end of 2026, Swiss radio stations will cease FM transmissions. This highlights the importance of aligning with all the media platforms you use in your strategy.
What is digital audio?
Simple and quick media to set up, digital audio is a must-have in many media strategies. Quite rightly, this medium is accessible and refers to all listening that takes place over the internet.
You might even be consuming digital audio content as you're reading this! Among the best known are podcasts, web radio, or music streaming (which are consumed on platforms such as Spotify or Deezer).
ADVANCED PERSONALISATION AND TARGETING
We've been hearing about it for many months, and its implementation is happening gradually. With the end of third-party cookies, which was the traditional method for tracking and targeting web users, the digital advertising market is transforming. The ongoing developments are pushing us, as an agency, to explore new options for reaching your target audience.
In this regard, digital audio presents itself as an interesting media support to apply in your strategy. This device allows for more immersive approach and less intrusive for users. The digital audio model involves integrating advertisements into the heart of audio content favoured by specific, meticulously targeted audiences according to defined criteria.
The advantages of digital audio
Just like DAB+, digital audio can be consumed anywhere and at any time. This medium strengthens the your brand's notoriety thanks to messages placed on a privileged interface. The memorisation is a major advantage; given that 82% of audio listening is done alone, this ensures that your message receives greater attention. The same applies to the user experience, which is smooth and streamlined to ensure effective delivery and interaction between the listener and the advert.