Launch of 24 ORE Group new audio content strategy
The 24 ORE Group, leader in quality information and narrative, has been producing podcasts and experimenting with new forms of audio content for some years now, building on its editorial wealth, the cross-sectional nature of its themes and great storytelling and, starting today, to offer all this content as communication opportunities to its Partners.
Radio 24, with its multi-themed schedule covering areas of interest of different target audiences, was the first broadcaster to produce original Podcasts; it boasts a generous archive of podcasts of programmes enriched day by day, including a number of blockbusters such as La Zanzara hosted by Giuseppe Cruciani, at the top of the podcast charts on the main audio platforms for some years now. IlSole24Ore.com has been innovating digitally on the audio content front for quite a while, with both free and pay products, offering in-depth analysis and verticality, as well as on-demand audio formats, with a view to expanding the audience, such as “Start”, the morning Sole 24 Ore podcast that takes stock every day of the three hottest news items, positioned firmly in the rankings of the main podcast platforms with 77% of daily listeners under the age of 34.
The 24 ORE Group audio content strategy is now enhanced by the new proposition from 24 ORE System led by Federico Silvestri. An innovative, high-performance and cross-sectional offering, always ready to provide the market with new valued products that focus on treating podcasts as native content. Thanks to the creation of Original Branded Podcasts under the "in association with” and "Created For" formula, Partners will be able to combine their own communication with Il Sole 24 Ore and Radio 24 content, with a view to sharing values and sentiment, leveraging on consolidated production know-how and guaranteed quality, and building on tailor-made content solutions based on compelling narrative and emotional experience.
With this new audio content strategy, the 24 ORE Group has invested not only in production, but also in technology by adopting a technological platform that enables it to plan with new, more cutting-edge and high-performance tools, and to expand the coverage of audio campaigns. The 24 ORE Group has, in fact, opened up its rich range of digital audio content to programmatic sales in private deal or guaranteed mode, as well as in reservation mode thanks to the launch of a technological solution hinged on digital audio.
Programmatic is already available on Radio 24, the only "news & talk" broadcaster on the Italian radio scene, with its 75 programmes a week and 500 podcasts a month - and soon also on the Il Sole 24 Ore website - with an ad serving solution that manages and optimizes advertising campaigns and an audience rating platform that offers accurate and measured information. Additionally, connection to the main DSPs on the market will offer the possibility of both private deal and reservation sales on the three main formats: pre-mid and post roll on the website, App and on all audio distribution platforms covered by Radio 24.
A golden opportunity for all those clients and Media Centers who seek to reach an audience made up of the most active and cultured component of the population, capable of grasping the value of new ideas, fashions, trends and lifestyles before anyone else, riding the strongest-growing medium today: Podcasts.
In 2021, the 24 ORE Group will kick off with a new production of original podcasts featuring popular personalities and prominent opinion leaders on high-value content and appealing topics for its audience.