Set switch-on pulses in the GenZ
Challenge
Ö3 is the most popular radio station in Austria. Programs such as "Ö3-Wecker", "Frühstück bei mir" or "Sternstunden mit Gerda Rogers" are familiar to the majority of Austrian radio listeners. But how can we spread the Ö3 program even further among the young, mobile target group and motivate young people to listen to Ö3?
User- and program-centric data strategy for GenZ
Solution
We combine Ö3 LIVE content with the needs and listening habits of young target groups and use data to provide the decisive impetus for tuning in. With dynamic online advertising media and an automated targeting mechanism, we reach potential young listeners in the digital space. An integrated streaming link ensures seamless access to the Ö3 LIVE program.
Results
"Smart data strategies are becoming increasingly important in media targeting. The interweaving of LIVE content with fully programmatic and AI-based media mechanisms has demonstrably encouraged more young listeners to tune in to Ö3."
Group Head Consulting & Planning
Mediaplus Austria
AWARDS
iab webAD
Best Data-Driven Kampagne
2022
Media Award
in the category Excellent use of data
2022
OOH Awards
in the category Media, Tourism & Entertainment
2022
Key Takeaways
#1
A good data strategy is essential for success.
#2
Dynamic advertising media increase the advertising impact
#3
GenZ can also be inspired to listen to the radio
