The audio content strategy of 24ORE Group
The quality productions of the 24ORE Group are available to its Partners: from branded podcasts to the sale in Private Deal or Guaranteed and in Reservation of the audio inventory.
New series of original podcasts are coming to the Radio 24 and Il Sole 24 Ore websites and new commercial communication opportunities for the 24 ORE Group Partners.
24ORE Group, a leader in quality information and storytelling, has been producing podcasts for several years and experimenting with new forms of audio content, thanks to its editorial richness, the transversal nature of the themes and its informative ability to narrate them and, from today, to offer them as an opportunity to communicate with its Partners.
Radio 24 characterized by a multi-thematic programming that covers the areas of interest of different target audiences was the first broadcaster to produce original Podcasts and has a large podcast archive of the programs on air, enriched day by day including some cases successful as La Zanzara, by Giuseppe Cruciani who for years has been in the top positions of the podcast rankings on the main audio platforms.
For IlSole24Ore.com digital innovation on the audio content front has already been present with both free and pay products in the name of in-depth analysis and verticality and with audio on demand formats, in a logic of audience enlargement, such as for “Start”, the podcast of the Sole 24 Ore that every morning choses for the listeners the three useful news for the day, constantly in the rankings of the main podcast platforms with a figure of daily listeners that 77% are under 34 years of age.
The audio content strategy of the 24 ORE Group is enriched with the new proposal of the 24 ORE System advertising agency led by Federico Silvestri. An innovative, performing and transversal offer that is always careful to offer the market new valuable products that focus on the treatment of podcasts as native content.
Thanks to the creation of Original Branded Podcasts, in the formula “in collaboration with” and “Created for”, Partners will be able to combine their communication with the contents of the Sole 24 Ore and Radio 24 in the logic of sharing values and sentiment, relying on a know-how of consolidated production and guaranteed quality by having solutions for tailor-made contents based on the high capacity of narration and emotionality.
In this new audio content strategy logic, the 24 ORE Group has invested not only in production but also in technology by adopting a technological platform that allows planning with new, more sophisticated and more performing tools and expanding the coverage of audio campaigns. The 24 ORE Group has in fact opened its very wide range of digital audio content to programmatic sales in private deal or guaranteed mode, and in reservation thanks to the activation of a technological solution specialized in the digital audio sector.
The programmatic is already available on Radio 24, the only “news & talk” broadcaster on the Italian radio scene, with its 75 programs per week and 500 podcasts per month – and soon it will also be on the Sole 24 Ore website – with ad serving solution that manages and optimizes advertising campaigns and an audience analysis platform, which provides accurate and measured information. Furthermore, the connection to the main DSPs on the market will enable both private deal and reservation sales on the three main formats: pre-mid and post roll on site, App and on all audio distribution platforms in which Radio 24 is present.
A unique opportunity for all customers and Media Companies who want to reach an audience made up of the most active and cultured component of the population, able to be the first to grasp the value of new stimuli, fashions, trends and styles by riding the medium currently in greater growth: Podcasts.
In 2021, the 24ORE Group will launch a new production of original podcasts featuring well-known personalities and prominent opinion leaders on valuable content and topics of great interest to the public.
In the meantime, new original podcast series from 24ORE Group are already on the way.
Radio 24 offers a new line of original Podcast productions between December and January, including: “Talk to Pardo”, 6 meetings-interviews by Pierluigi Pardo with personalities from the world of entertainment, sport, culture and costume and “Sul Filo”, podcast made in the theater by the hosts of the ‘Off topic’ program in collaboration with the Teatro Filodrammatici of Milan.
In addition, “Sport for Nature“, where Dario Ricci, with Stefano Tirelli, will talk about the champions who link the passion for sport to the passion for the environment and “10 Millennials“, a series curated by Matteo Caccia, born from the collaboration with the School Holden in Turin, created by students to give the floor to a generation that tells itself in the first person. Finally, the second series of “One more and then that’s enough” by Marta Cagnola kicks off, dedicated to the most famous TV series and those still to be discovered, and Anna Marino’s “Jobs of tomorrow” returns with a second series dedicated to the works of sustainability.
Among the news on Sole24Ore.com, Maria Latella’s new series dedicated to successful women under 40 debuted on 25 November, on the occasion of the world day against violence against women. In the 10 episodes of the podcast “Women of the future“, on Stream24 and on all streaming platforms, Maria Latella will interview 10 young top managers, with a story that intertwines private and working life.
From November 22, the anniversary of Kennedy’s death, “Kennedy: the myth and courage” is online by Paolo Colombo, Professor of History of Political Institutions at the Catholic University of Milan: a narrative podcast where the assassination of the US president becomes an opportunity to reflect on American culture. On November 21st, “Market Mover”, a weekly podcast on finance issues edited by the Sole 24 Ore journalist Andrea Franceschi, also debuted with the participation of colleagues from the Finance editorial staff and other experts.