Europe’s leading digital audio event, RAIN Summit Europe, took place in London on Wednesday 13th November 2019 and Trisonic were represented on the Digital Agency Roundtable by Co-founder Howard Bareham.

Moderated by John Rosso from Triton Digital, the panel was brought together to discuss what the agency and brand expectations are of Digital Audio, and how advertisers are activating campaigns.

Audio migration

“It’s important to look at the whole audio landscape when it comes to planning campaigns for brands, not just at Digital Audio in isolation”, stressed Howard. He went on to highlight how existing broadcast radio advertisers are migrating spend across the audio spectrum to streaming and on demand services.  “Conversely”, he said “advertisers that have entered the market via Digital Audio services are now discovering Broadcast Radio”. 

Testing the audio medium

Howard highlighted that Digital Audio is an efficient way for advertisers who may not have used audio in the past to test the medium.  “It’s a great opportunity because you can construct targeted campaigns at a manageable capital cost”.

Howard’s insight is based on experience gained over 25 years in the Media industry, representing some of the world’s leading media companies including WPP and News UK.  Radio and Audio News was founded in 1999 and is a renowned source of commentary on the future of radio and emergence of digital audio, running RAIN summits around the World.

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