RDS = Dashboard Gold in Your Marketing Mix
In today’s fast-paced media landscape, it's easy to overlook traditional broadcast technologies. But one feature that's quietly driving results for marketers—especially in radio—is RDS (Radio Data System). If you're not using RDS in your campaign strategy, you're missing a simple, cost-effective way to capture attention right where people are already tuned in: their car radios.
Want your brand name on dashboards across your city? Learn how to add RDS to your next campaign.
What Is RDS?
RDS is the technology that allows FM radio stations to transmit additional information alongside the audio signal—like the station name, song title, artist info, and custom messaging—to compatible car and home radios. That scrolling text you see on your dashboard? That’s RDS in action.
Why It’s Great for Marketing
Real-Time Branding: Your brand name or campaign message appears directly on listeners’ screens while they’re hearing your ad or sponsored segment. It's visual reinforcement during key listening moments.
Drive Immediate Action: Promote event dates, discount codes, website URLs, or text-to-win contests that are visible while listeners are in the car—often minutes away from a purchase decision.
Low-Cost Add-On: Most stations already have RDS infrastructure. That means no extra production costs—just a smart, strategic use of space already available on the airwaves.
High Visibility During Peak Times: 75% of radio listening happens in cars (Nielsen, 2022), and RDS engages those eyeballs during commutes and road trips, turning passive listeners into active consumers.
Trackable Results: Want to test RDS performance? Pair your message with a custom URL or promo code and monitor conversions.
Tip: Use RDS to drive listeners to your website or store with timely, action-oriented messages.
Who’s Using It?
Major brands like McDonald’s and Coca-Cola have leveraged RDS for localized promotions. Radio stations also use it to push app downloads, podcast launches, or community events—it works just as well for small businesses as it does for national campaigns.
Ready to try it?
If you're advertising on radio and not using RDS, you're missing valuable screen space and customer touchpoints. Reach out to our team to activate RDS on your next campaign!
Sources:
Nielsen Total Audience Report (2022)
National Association of Broadcasters: What is RDS?
RadioWorld: Radio's Forgotten Marketing Tool: RDS