DAB+ ‘doesn’t fit into our plan’ as it’s easier to target audiences with streaming services admits media buyer
DAB+ is not getting its share of ad dollars because media buyers do not know enough about it and the niche audiences they attract are more easily targeted through streaming services, a panel of agency executives has said.
In the What media buyers want session at the National Radio Conference on Friday Starcom Sydney’s investment head Rebecca Ho admitted at the moment digital radio isn’t on her radar because she doesn’t know enough about it.
Rebecca Ho: ‘Niche audiences are more easily targeted through Spotify and Pandora’
“For us I don’t think DAB+ would fit on a plan as audiences are quite small and quite niche focussed,” she said.
