The DAB+ refers to the digital broadcasting of radio via radio waves. This technology uses a different frequency band than FM.
Analogue FM broadcasting is increasingly meeting its capacity limits and is saturated in several regions of France. Consequently, there is no longer any room for new radio stations, which limits listeners' choices.
En DAB+, several radio stations broadcast on a single frequency. In this way, there are more radio stations that can broadcast their programmes, thus resulting in more choice for the listener.
Certain radios available in DAB+ do not broadcast their programmes on FM.
The DAB+ allows you to listen to the radio for free and without a connection thanks to satellite frequencies. All content can be consumed anywhere: in the car, at home, at the office, and everywhere else.
In Switzerland the DAB+ is already well established, it is already possible to listen to around 125 programmes on a radio DAB+. On average, 8 out of every 10 minutes of radio listening in Switzerland takes place via digital platforms. At home and at work, more than 80% of listening is digital, whilst in the car, the figure stands at 66%.
The reasons for including DAB+ in your media strategy
More programmes:
With the DAB+, you have even more terrestrial radio, free and anonymous, in addition to the FM. There are radios that are not broadcast on the FM locale.
More diverse
Thanks to a wider choice of local, regional or national, thematic or general programmes.
More qualitative:
Clear sound thanks to digital reception technology and no crackling or interference.
Mobile Plus
A new listen, on the road, in digital quality with programme tracking and no change of frequency while travelling.
More informative
With additional information in the form of texts, images, photos, and slideshows, which illustrate the current programme, as well as other data such as occasional news, weather, or real-time traffic information.
Location tracking adaptable to your objectives
Unlike digital audio, the DAB+ stay in the same format as the FM with time-based and spot diffusion VS. print diffusion for digital audio.
How to successfully integrate the DAB+ network into your media plan
Use the DAB+ digital radio as an effective lever for reach and frequency, rather than as the primary driver of conversion.
For your media plan, we advise using it to support local awareness and recall within the postcode area, for example.
How to effectively use DAB+ in the plan
Keep it as a support channel
For conversion objectives, audio should not represent the largest part of the budget. It works best when it helps people remember the brand before they later see or click on a Native ad.
2. Use it for local repetition
If your geographic area is very local, the audio must be planned for frequency rather than for wide national coverage.
Keep the message simple and easy to remember. Audio performs better when the listener can recall the brand and URL without needing to click immediately.
3. Associate Audio with Native Retargeting or Sequential Messaging
Ideal structure:
- The Audio DAB+ Digital radio builds awareness.
- Le Native reaches this same audience of local business leaders with a more detailed explanation.
- Landing pageLanding pagecaptures the lead.
- If the tracking is ready later, add retargeting for site visitors.