The Netherlands-based Switch Media is preparing to bring its radio advertising network to the United Kingdom early next year.
The company says it can help UK stations generate new income by selling unused advertising space on FM, DAB plus and online streams.
Switch already works with ninety two stations in five countries and focuses on monetising linear reach rather than digital pre rolls or mid rolls. One of the key points for UK broadcasters is that no integration with audience measurement systems or extra software is required, so the service can sit alongside existing commercial activity without disruption.
The network automatically sells remnant inventory to regional, national and international advertisers. According to the company, many of these advertisers have not used radio before and are drawn in by Switch’s ability to link traditional radio reach with online behaviour.
For advertisers, Switch has developed software that can detect website visits and online sales generated after people hear a campaign on FM, DAB plus or an online radio stream. The aim is to show clear outcomes from a radio campaign in the same way digital platforms report conversions.
Chief Executive Floris Schakelaar said the model is gaining traction because stations face no commitments. He said: “It can run alongside all your other revenue streams and you can switch it off whenever you want. That really is our strength.”
Switch Media plans to begin selling campaigns in the UK in the first quarter of this year and is inviting radio stations to register their interest.
More information is available at switchmedia.io
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This story first appeared on radiotoday.co.uk