The Radio Advertising Bureau has written a guide to digital radio
for potential advertisers.
RAB is billing the booklet as a ’starter guide’ for companies interested
in the medium.
The guide includes an explanation of how consumers will benefit from
digital radio and predicts the future growth of the medium - stating
that 46 per cent of UK consumers will own a digital radio by 2009.
It also outlines the advertising opportunities digital radio will
For instance, it explains how clients could flash their name and
telephone number on digital radio screens as part of direct-response
RAB’s Guide to Digital Radio is the ninth booklet to be published by the
industry body. The publication has been sent direct to advertisers as
well as planner/buyers in media agencies and account handlers in
So far, three digital radio stations have launched into the UK market;
Capital Radio’s 24-hour pop music channel Life, GWR’s Planet Rock and
teenage pop station Core.
GWR also has plans to launch One World Radio, which will specialise in
books and plays.