With the programmatic delivery of a cross-audience campaign for the client Hornbach, which combines classic radio and digital audio, RMS is once again setting a technological milestone. For the first time, it is possible to automatically expand digital audio campaigns to include linear radio coverage based on a uniform, programmatic and target group-oriented logic. The placement of the spots has been optimized to maximize the number of contacts across both channels. A special "cross-auditive grace time" prevented double airings for listeners using both channels. This approach effectively increased the reach in the target group.

For Matthias Schenk, Head of Partner Management at RMS, this is just the beginning: "This pilot test with cross-media booking methods creates a solid basis for the development of prototypes for programmatic audio planning, which RMS will drive forward together with partners in 2024".

In order to play out the campaign across channels and systems, RMS once again worked closely with its partners aireal and Virtual Minds. aireal's technology served as a bridge between the buyer and seller sides. "This test proves that digital and linear channels not only complement each other, but also synergistically increase the overall reach," explains Markus Adomeit, co-founder of aireal. Dirk von Borstel, Managing Director of the programmatic omnichannel tech specialist, Virtual Minds, adds: "The pilot case shows that traditional radio is now also ready for programmatic advertising. With cross-auditory advertising playout on FM and digital audio, the radio genre is fully tapping into the great potential and efficiency benefits of programmatic marketing."

Hornbach, an advertiser known for its creative courage, was happy to use this pilot case of programmatic playout in its national campaign: "We are delighted to be part of this audio case within our spring campaign and thus remain true to our motto 'innovative by tradition'," said Valentin Felten, Head of German Marketing at Hornbach.

The latest campaign, orchestrated by Mediaplus and its programmatic unit Mediaplus Realtime, represents a groundbreaking innovation in the field of audio advertising. It enables a fully automated, comprehensive approach to different target groups via a single platform. "This solution promises efficiency without additional effort, from booking to reporting and billing," explains Pierre-Michael Heck, Unit Director at Mediaplus Realtime.

The ANTENNE BAYERN GROUP, with its wide-reaching ANTENNE BAYERN program, is the ideal publisher for the cross-auditive campaign. The program not only offers the necessary reach (terrestrial and online), but also has the expertise to realize the technical implementation as a pioneer. The 20-second spot was broadcast from February 22 to 29, 2024 in the program and in the digital audio stream. A total of 6,965,607 contacts between the ages of 20 and 59 were reached during this period. Vasco Winkler, CDO of the ANTENNE BAYERN GROUP, on the success of the campaign: "Radio is a very attractive medium for advertisers due to its reach and advertising impact. Efficient booking via programmatic audio will open up new revenue opportunities for media agencies and advertisers from digital spendings in the future.