The digital adaptation of radio and its new emerging advertising spaces: the case of Audiobranded

Abstract

The advent of the Internet has caused many changes in all the media in terms of format, content distribution and configuration of advertising spaces. This trend has made it possible to rethink the time and way in which radio content is presented, to the point of moving considerably away from the traditional conception of these media while adapting their activity to new consumer habits in today’s communication panorama. This study investigates the transformation of radio in the online space, the formats in which contents are now distributed, the advertising spaces which are developed in them, the targets of broadcasters in the Net, and where the process of change of media is heading. This digital radio conversion is exemplified with the Valencian company Audiobranded, which is engaged in the development of exclusively online radio stations for events and brands, and in the production of branded podcasts as its core activity.

KEYWORDS: digital radio, formats, advertising, podcasts, Internet, transformation.