egtabite 432: DTS Autostage: AI-Powered Connected Car In-Dash Experience

In this week’s egtabite, we take a closer look at an innovative in-car solution that unifies the radio experience in the car and future-proofs radio’s position on the dashboard.

The car industry is rolling out bigger and better-connected digital dash displays. The future of audio on the digital dashboard is increasingly under the control of global audio providers and streaming services such as Spotify, Apple, Google and Amazon. For the moment radio is still the most used medium in the car but online audio streamers are quickly catching up - they have a large base of users, massive revenue streams, and a unified experience across car brands. There is a new solution by Xperi that promises to bring radio onto a level playing field with streaming platforms. This solution was recently presented at egta’s Top Execs’ & CEOs’ Summit in Warsaw.

DTS AutoStage – How it works

In order to enhance and unify the radio experience in the dashboard, the technology company Xperi launched DTS AutoStage in 2020. DTS AutoStage is an independent global media platform for the automotive sector providing metadata on in-car display with coverage across 147+ countries, supporting 90,000 radio stations. The solution displays station logos as well as what is currently playing, through high-resolution album covers, artist images, other radio branding elements, song lyrics, and more. It enhances the overall radio experience with additional metadata and switches automatically to an online stream if the car is outside FM coverage. The solution delivers analytics and metrics to broadcasters at no cost. The cost is paid by car manufacturers who license the technology from Xperi.

DTS AutoStage is already available across various car brands: Mercedes, Hyundai, Kia, Genesis, with more brands scheduled to come to market globally. The car brands especially like that this is a single solution offering a unified radio experience across all markets. Within the next 12 months, DTS AutoStage will be present in over 100 car models. Tuning occasions increased 14 times since January 2022.

Big data for radio

DTS AutoStage offers privacy-compliant analytics to broadcasters at a previously untapped scale. The data has no personally identifiable information and each broadcaster only receives data for their stations. Big data has changed every industry and radio is no exception.

Data from DTS AutoStage can generate heat maps that visualise listener journeys. It shows where listeners are when driving. Broadcasters can see the reach of their station within a given area and consider advertising in new areas.

The solution can also monitor dayparts every 24 hours and compare any specific day to an overall average. This allows analysis of special events and hosts within broadcasting. The data also shows how many people listened to specific songs, radio segments, ads, or even who tuned away.

Xperi can quantify the data to distinguish between FM and DAB+ listening and show which type of stations are in the top.

The solution is free for broadcasters, the only thing needed to be onboarded is static data, such as station call letters, logos, names, slogans, streaming URLs, and live data from the station’s programming system (title and artists of songs, name of advertisers from ads, DJ name and photo, etc.). It is the broadcasters who decide the type of data to share. For more information on this, see here.

egtabite 429: How does radio contribute to the mental availability of an FMCG brand


Audify, a Dutch marketing organisation representing all leading broadcasters and sales houses, conducted research into the attribution of radio on the mental availability of the Douwe Egberts brand. The research was carried out in collaboration with Havas Media and DVJ Insights.


Jacobs Douwe Egberts was interested in determining whether adding radio into the media mix increases the brand’s mental availability. The brand’s target group is wide and consists of 11 million coffee drinkers in the Netherlands. That’s why the brand advertises consistently on TV, radio, OOH and online video. Their new 2022 campaign “The power of coffee, Douwe Egberts coffee” was the perfect opportunity to test radio’s added value in creating strong and memorable brand associations. This particular study was conducted on a representative sample of 2700 respondents.

Impact on ad recall

The campaign results showed that a strong cross-media campaign can significantly boost ad recall. Following the Douwe Egberts campaign, the figures for top-of-mind, spontaneous and assisted recall all increased.

Brand associations

The study also showed that combining radio with other media channels improves the results for brand attitude and brand preference. When compared to a TV-only campaign (index 100), radio with online video brought about a significant increase across both aspects, resulting in an index of 111 for brand attitude. However, combining radio and TV brought about even better results: index 138 for brand preference for Douwe Egberts.

According to the works of Byron Sharp, improving the quality and quantity of brand associations helps to develop mental availability. The Douwe Egberts campaign results support this: the post-campaign measurement showed that the campaign helped increase the number of associations with the brand as well as positive and distinctive associations. This is even more significant considering that the figures were already relatively high for this well-established brand. The most common associations that came out of the campaign were: pleasant, familiar, cosy and Dutch.

When looking at the positive and distinctive brand associations generated by each medium, we can see that radio is the biggest contributor. The number of positive and distinctive brand association was highest for radio only and radio in combination with online video.

The importance of sonic branding

Sonic branding is the deliberate use of music, sounds, voices and silences to create both intellectual and emotional connections between consumers and brads. It is an essential tool for marketers to offer continuity and stand out in a fragmented media landscape.

A crucial part of Douwe Egberts’ brand identity, and a critical factor in creating positive brand associations, is their distinctive trademark sounds.According to the survey, up to 70% of Dutch people automatically link the Douwe Egberts sonic branding with the brand. It, therefore, has a unique power as a brand asset. Thanks to radio, Douwe Egberts can instantly foster a relationship between consumers and the brand thanks to the distinct sonic branding. Their sonic branding is more familiar to the older target group but a prolonged and consistent use in all brand communication will help establish the connection with younger generations too.

As an FMCG brand, Douwe Egberts proved that radio can create memorable and positive brand connections. Combining radio with other media positively improves brand attitudes and preferences further down the funnel.

“When it comes to FMCG, we strive to stimulate various senses in order to attract the customer. They should be able to see, taste and feel. The sound seems to play a more insignificant role for most marketers, which is a pity.” Said Hanka de Bruin, Senior Media Manager of Jacob Douwe Egberts Netherland


Full study here

egtabite 427: The Medium Moves the Message – Why Radio Broadcasters Should Embrace Podcasting


Many European broadcasters have been slow to embrace podcasting. In today’s egtabite, we take a look at data that shows why radio broadcasters should give podcasting an even bigger push. New research by Sounds Profitable proves that podcasting enhances a TV or radio buy with increased mid- and lower-funnel benefits.


In their new research, The Medium Moves the Message, Sounds Profitable, together with Signal Hill Insights, looked at the top five advertisers by share of voice in broadcast radio, linear TV and podcasting. They asked a series of basic brand health questions to a sample of over 2000 Americans aged 18+. By looking at such a broad sample, they were able to isolate different segments: those who were identified as weekly consumers of each medium and those who were not. They were able to record the differentials in responses to key brand measures between each medium's "best customers" and those who did not listen to or watch these channels regularly.

Key brand metrics

For each brand, they measured four key brand health indicators: awareness, favourability, consideration (how likely consumers are to consider researching, learning more and purchasing from the brand), and taking action (whether consumers bought or took some meaningful action towards purchase).

For the five TV and radio brands involved, they saw very similar results: high levels of awareness among regular and heavy users. Interestingly, however, as they moved towards the lower end of the funnel, with measures like consideration and action, the result indicated rather negative reactions amongst the heavy consumers of the medium.

This is where podcasting shines. When we look at the report card for a brand that heavily invested in podcasting, like BetterHelp, all the measures increased - not only the indicators for awareness but those for consideration and action as well.

Podcasts in a multichannel media mix

The most interesting results, however, were the various measures of brand health for heavy advertisers from the insurance industry, like Progressive and GEICO for example. When we look at the levels of reach and the results for awareness, we see that radio performs very well, but podcast audiences respond more positively on lower funnel measures, even for brands that are everywhere and often reuse the same audio creative.

If we look at this comparison of consideration measures (the percentage of people who say they are "very" or "somewhat likely" to use the brand) across weekly audiences for TV, radio, and podcasting, we see that even for brands that advertise heavily on every channel, podcast audiences score higher in consideration, favourability, and taking action. In fact, in fact looking at a summary of the averages for the top five brands in each channel, you can see that radio performs very well for awareness (especially when considering that the radio brands are also heavily present in other channels) while podcasting performs great on taking action.

Why radio broadcasters should embrace podcasting

The key question is: why should radio broadcasters embrace podcasting? For podcast publishers, this data supports a view that advertisers should be buying podcasts to obtain measurable lift in lower funnel measures. Radio can, however, present a combined sell to advertisers that is not just a podcasting being added in to a radio buy, but rather a sequenced part of a total audio solution that starts with building reach on radio and moves a listener meaningfully along a customer journey towards a deeper relationship with a brand through podcast advertising.

It comes down to a true total-funnel solution, one that does not cannibalise existing broadcast properties. Podcasting may seem to be competing for resources with radio but they are actually incredibly complementary and the data from The Medium Moves the Message is one of the first credible studies that clearly spells this out.

* This egtabite has been adapted by egta from the original article by Tom Webster, Partner at Sounds Profitable

The Miracle of Advertising on Radio

Case description

The joint initiative “Werbewunder Radio” (The miracle of advertising on radio) is a cooperation between ORF-Enterprise, RMS Radio Marketing Service, Marx Tonkombinat Arbeitergasse (sound studio) and the Creativ Club Austria whose aim is to strengthen the medium of radio. Since the cooperation was founded, all four partners have supported the initiative through an annual creative competition highlighting the possibilities of radio as a medium and emphasising radio spots as a playground for creative radio advertising.

The winning spots from this competition are broadcast on ORF and RMS Austria radio stations. In addition to all radio listeners, the target group is primarily people from the media sector, agencies and advertisers.

This initiative has been around for more than 15 years and some of the creative spots also went on to win other creative competitions – one spot was shortlisted at the prestigious Cannes Lions festival. The rules for the competition have changed a bit over the years, but in general it all starts with a call for entries in which creatives are asked to come up with a funny idea for a given topic. In a preliminary round, up to ten participating teams (1-3 people) are selected. They then receive a full briefing on the actual task and final campaign.

The selected teams are asked to develop a radio campaign consisting of several spots around a given strength of radio advertising. The spots can have a touch of humour, be catchy and get to the heart of the strength of radio. The goal is to create attention-grabbing and entertaining spots to increase awareness of radio’s strengths.

The winning campaign is then broadcast on the stations of the public service broadcaster (ORF) and most of the private radio stations (RMS) during the summer months with a strong frequency at no cost to the winners. The initiators finance the spot production and submit the campaign to the major domestic creative competitions. The winning team receives a prize of 10,000 euros. All other teams from the final round receive 500 euros per team.

This initiative supporting creative radio advertising has produced many great spots over the years and shows that radio advertising can not only drive sales, but can also implement complex ideas in an exciting way using just the imagination. In addition, young copywriters discover the possibilities radio offers and are encouraged to use radio spots more often for their creative campaigns.

New player on the energy market successfully positions itself through sponsorship

General information

Sector: Energy

Media: Radio, Social media

Time period: Summer 2020, February 2022

Case description

Bolt is the first green energy platform that aims to make the Belgian power grid sustainable. Via Bolt, people can buy their energy directly from local, green energy providers. The client wanted to raise awareness and build their brand - they worked with Var to do this through two campaigns.

The first was a sponsorship with Camping Belgica during the summer programme of StuBru radio in 2020. Bolt provided a mobile solar park to fuel the StuBru campsite. The aim was to show that it is possible to fuel festivals with alternative green power. The second collaboration was a fun campaign, ‘De Wekker van StuBru’ (‘The Alarm Clock of StuBru’). Listeners needed to guess which famous Flemish person they heard imitating the alarm clock sound in the morning show. The winner got 5 years’ worth of free green energy from Bolt. Together with the radio host the winner then went on to visit the green energy providers who explained how they supply the green energy via Bolt.

Creative minds and campaign executors

This project was a cooperation between the creative partnerships department and the marketing department of Studio Brussels.

Pricing and package

The budget was a combination of the price of the audioboards linked to the radio campaign and the game, with the different items online and on social media (including a dedicated page on the website, coverage on social media, a video about the price, etc.)

Campaign results

“The cheerfulness of Fien Germijns, radio host of the ‘De Ochtend’ on Studio Brussel, gives the necessary dynamic to our campaign ‘De Wekker van StuBru’ and goes hand in hand with the positive energy that Bolt is known for,” said Co-founder & CEO of Bolt - Pieterjan Verhaeghen

Client testimonial

StuBru campaign

Rebranding on radio…on the sea

General information

Sector: Tourism

Media: Radio, digital, TV

Time period: 2022

Case description

The Italian cruise line Costa Crociere has a long history of luxury travels dating back to year 1854. Following a standstill in operations in 2020 and 2021 due to the pandemic, Costa was restarting full operations in 2022, including with new cruise ships sailing in the Mediterranean, the Caribbean and more. To relaunch the cruise tourism, Costa decided to rebrand with a new logo. A campaign across radio, TV and digital was created. On the radio side, the campaign included radio spots, sponsorship and brand integration where a radio programme on RAI Radio2 was hosted on one of Costa’s cruise ships.

The radio programme was aired during a special event related to the 72nd edition of the Sanremo Music Festival. The Sanremo Festival is Italy’s most popular song contest and award ceremony, held annually in the city of Sanremo, Liguria. It is the longest-running annual TV music competition in the world and worked as an inspiration for the popular Eurovision Song Contest.

Costa Crociere played a leading role in the Sanremo Festival with a special initiative: Costa Toscana, the company’s new green ship, became an integral part of the show. The ship’s theatres hosted artists and performances, as well as hosting Rai2’s programme “Tre per due” with Gemelli Di Guidonia, an Italian band.

Creative minds and campaign executors

The format was realised within RAI’s sales house by the Brand Integration team.

Increasing the effect of radio with systematic testing

General information

Sector: Media

Media: Radio, VOD

Time period: 2021

Case description

Strim is a Norwegian streaming service that has established itself in its local market as a provider that gathers TV channels and streaming services in one place, making it easier for viewers to find the content they are looking for. Operating in a competitive TV market that has undergone major changes in recent years, Strim wanted to run a campaign that would describe well their product range, build the brand and increase subscriptions.

Radio was chosen as the main medium together with commercials and sponsorships on TV, with the goal of informing and activate consumers to visit and test the streaming service.

Thorough testing of the radio campaign

To maximise the effect of the radio campaign and to analyse the impact, the radio spots were tested by the analytical software company Penetrace. The results were then actively used to adjust the commercials throughout the campaign.

The very first test showed that the radio spots received high attention. Strim as a brand was distinct and the message was, according to the results from Penetrace, relevant to listeners. However, the test also showed a significantly high level of receivers that disliked the ads and even found them annoying. Based on these results, Strim continued working on the composition of the ads to increase the perceived positive association to the brand. This was done by using relatable humour from everyday situations.

After tweaking and developing the concept further, a second test was made showing a significantly higher liking of the new radio spots. Strim’s identity received notably better results. During the second radio campaign pulse, Strim decreased the investment by almost 50%, and results were still impressive.

The sender ID went up from 63% to 74%. The spots were perceived as entertaining and received high scores in other important areas that would indicate an increased brand awareness and higher level of intended product testing.

Creative minds and campaign executors

Viaplay, Strim, Penetrace analytical company, Los & Co advertising agency

Campaign results

"Since the launch, and especially since utilizing broadcast media in the summer of 2021, we have had fantastic results. The main goal of the campaign was to increase brand awareness and increased product testing. We have succeeded in both,” said Ida Svele, Marketing Director at Strim. The overall campaign results lead to increased traffic to and lower Cost per order (CPO) which decreased by almost 50% from Q1 2021 to Q1 2022. From 1 April 2021 to 1 April 2022, traffic to the streaming service increased by 158.6%.

The campaign was also very cost-effective. Even with a significantly lower budget, Strim’s radio spots have yielded significantly better results compared to the average. By using the insight and the intricate parameters from the tests, the creatives were adjusted and improved the campaign’s costeffectiveness, maximising the outcome of the radio investment.

By testing and adapting along the way, Strim successfully created a humorous concept associated with the challenges of finding content across TV and streaming suppliers. The campaign was not only recognised by listeners, as Strim and the advertising agency Los & Co. were awarded the Sølvmikken (Norwegian radio award celebrating great creative concepts) for best radio ad in February 2022.

Accelerate Innovation by Fujifilm

General information

Sector: Electronics

Media: Radio, podcast, digital

Time period: March – May 2021 and December 2021 – February 2022

Case description

Fujifilm wanted to position itself as a high-tech brand for medical imaging instruments. Atresmedia, therefore, developed a brand-building campaign to promote and explore various scientific advances with a subtle yet effective intervention from the Fujifilm brand.

The campaign consisted of a series of 10 podcasts that feature reports and interviews with leading scientists from different fields. The focus being how the pandemic accelerated innovation and the adoption of new technologies and procedures in the healthcare field in Spain. Special attention was paid to the sound quality.

To boost the visibility of the campaign, a radio + digital multimedia campaign was designed with incorporated advertising and content integrations. On top of the branded podcast there were also related branded news on web, branded news on air, radio spots, live mentions and social media posts.

Creative minds and campaign executors

The campaign was a collaborative development in which the commercial department, the content department and the technical team each played its role. No creative agency was involved in the process.

Pricing and package

Atresmedia packaged the campaign as a new commercial offer for branded content.

Campaign results

The client returned for a second campaign, while initially the purchase was only for a series of 6 podcasts. The campaign’s success has allowed Atresmedia to bill a new client for the medium of radio. Fujifilm's healthcare division would never have considered a conventional radio campaign otherwise.

Cross-Media Campaign drives awareness and store traffic for Lidl

General information

Sector: Retail/FMCG

Media: Radio, TV, online

Time period: November - December 2021

Case description

Major European retailer, Lidl, wanted to promote and increase awareness of its Deluxe product range, drive in-store traffic and convince French consumers to opt for their Deluxe products for the Christmas holidays. Lidl decided to collaborate with TF1 Live and Unify to meet their objectives and offer an innovative marketing strategy to the general public.

UNIFY brings together the digital activities of the TF1 group (excluding OTT and Replay TV) and in particular the Marmiton brand, whose website is the leader for cooking and recipes in France. Associating this brand with Lidl’s Deluxe products was, therefore, a way of guaranteeing that the brand was recognised in the culinary world and amongst cooking enthusiasts.

The marketing strategy consisted of proving the quality of Lidl products, through the pre-spot "Ad'vise By" recommendations both on TV and radio, and to integrate Lidl Deluxe into the shopping habits of Marmitons during the winter holiday period.

The TV campaign on TF1 ran from 30th November to 25th December 2021 - 4 “Ad'Vise By" of 4 seconds were produced (chocolate cake, snails, scallops and foie-gras) and 28 spots of 24 seconds were broadcast.

The radio campaign ran almost simultaneously - 14 spots of 35 seconds in VIP Solo – exclusive ad break - were broadcast for 3 weeks on “Les Indés Radios”, a group of 130 local and regional radio stations, covering 95% of the French population. For this radio campaign, 5 “Ad’vise By” of 5 seconds were produced.

In order to intensify the TV and radio campaign, TF1 Live and Unify decided to integrate LIDL Deluxe products into all Marmiton channels during the end-of-year holidays thanks to the integration of LIDL brand recipes, the promotion of products by influencers, the addition of LIDL to the recipes most consulted by Marmitons, or the activation of Marmiton social networks, followed by millions of French people (3 million fans on Facebook and 832K followers on Instagram).

Campaign results

Marmiton’s strong brand image clearly strengthened the impact of the TV and radio campaign, with good performances across all media including social. The TV campaign generated nearly 130 GRP ind 25-59 yo and more than 33M contacts ind 25-59 yo over the 4 weeks of broadcast. The Radio campaign had the same success, with more than 35 GRP ind 25-59 yo and 10M contacts on the core target.

The objectives concerning Marmiton brand activations were largely exceeded. On social, there were more than 500,000 impressions on influencers' stories, Instagram TV and carousel posts, nearly 300,000 views on Marmiton’s Instagram and Facebook stories and nearly 65,000 page views on brand recipes on the Marmiton website, visited mainly on mobile (57%).

Making The Card Retailer Famous with Extraordinary on Air Content

General information

Sector: D2C

Media: Radio, social media, online

Time period: 2021

Case description

In the height of the pandemic, with all parties and in-person celebrations cancelled, e-cards were more popular than ever. In a heavily saturated market needed to stand out. As a challenger brand to the established players, thortful wanted to quickly grow share ahead of one of the industry’s most crucial retail times – Valentine’s Day. But Bauer was faced with an obstacle – thortful were brand new to radio having never even ran an airtime ad, let alone a multiplatform sponsorship. Bauer overcame this with assurances of their expertise and an idea so ambitious, it beat all their competitor’s pitches.


  1. Increase Brand Awareness in a creative way, making famous for being a fun brand.
  2. Increase Brand Affinity – hero thortful’s card creators and promote their community messaging.


thortful were looking to target all adults – a challenge in itself, but Bauer’s diverse radio portfolio was the perfect solution. Research showed that radio was Europe’s most trusted medium, at 57%. With listeners having assurance in their favourite presenter, Bauer shaped their proposition around their audiences’ love for their on-air talent. THE IDEA To get everyone talking about thortful ahead of the big day, Bauer challenged their presenters to create the best Valentine’s card of the year. Utilising Bauer’s biggest brands and flagship shows across Absolute Radio, KISS and Magic Radio, over a 3 week editorially led story-arc, presenters were teamed up with thortful card creators to produce their own cards. In the battle of all battles, on each station the breakfast show hosts were pitted against the drive-time presenters, going head-to head in a fierce competition to win the hearts of the listeners and the most votes for their creations.



In Bauer’s boldest promotion to date – in just 3 weeks the campaign saw 3 editorial story arcs across 3 stations. Campaign moments were purposely extraordinary and deeply engrained into the fabric of the editorial, to create a buzz on socials and make thortful famous.


The heart of the campaign was a multi daypart story arc, featuring Bauer’s flagship talent, within the Breakfast and Drivetime shows across all 3 stations. This was supported by live reads and presenter-voiced trails across the schedule; alongside live in-show editorial across each of the competing shows.


Bauer created bespoke pages on each station’s website for the full duration of the campaign. With exclusive home page take-overs across KISS and Magic Radio. Listeners were driven here to vote for their favourite card, for the chance to win! Pages included key messaging, imagery and click-through links to Users were encouraged to purchase the competing cards or pick from thortful’s huge range – with a portion of sales donated to Bauer’s charity Cash for Kids.


Social campaigns ran across all three brands. It also saw additional organic posts from Bauer’s talent on their own social channels – from Joel Corey on Instagram to Ritchie on Twitter. The campaign was supported by app interstitials and digital audio.

Campaign results

16% increase in brand awareness 10% of listeners bought something from 50% of listeners took some form of action, with 1/3 visiting 187% over delivery on the on-air campaign.