GCap Launches DAB Text Ads

GCap Media is launching DAB multimedia adverts across its portfolio of radio stations, including Classic FM, Capital Radio, Planet Rock and The One Network from March 19.

The service will see radio commercials accompanied by synchronised messages (known as ‘DABverts’) which appear on the DAB radio screen whilst the ad is playing.

The initiative follows successful trials over the past few months, and is launched as one of the first initiatives following the re-organisation of GCap’s national sales team in February, designed to focus on their multi-platform offering.

Commenting on the first synchronised campaign run by Starcom, John Miskelly, P&G Radio Manager, said: “GCap have adapted cleverly to the increasingly convergent media landscape and this technology communicates with radio audiences in an innovative way.”

Richard Shotton, planning director at Zenith Optimedia, added: “Synchronised DABverts have been a valuable addition to Lloyds TSB radio plans.

“As a brand Lloyds TSB are keen to experiment with innovative media and technologies in order to convey their contemporary image.

“DABverts strengthened the radio element of the plan by re-iterating the core message of the campaign whilst providing a timely call to action.”

Andy Wood, GCap’s group head of commercial programming, said: “Adding a visual element to radio campaigns allows brands to provide further information or reinforce their creative message.”

GCap Media: 0207 663 7000 www.gcapmedia.com