The latest news and announcements from DAX, including market trends and industry insights you won’t want to miss.
85% OF UK ADVERTISERS WILL INCREASE INVESTMENT IN DIGITAL AUDIO IN THE NEXT YEAR
78% OF UK ADVERTISERS AND AGENCIES PLAN TO INCREASE SPEND ACROSS MUSIC AND DIGITAL RADIO IN THE NEXT 12 MONTHS
75% OF UK ADVERTISERS AND AGENCIES PLAN TO INCREASE SPEND ACROSS PODCASTS IN THE NEXT 12 MONTHS
SMART SPEAKERS SET TO FURTHER GROW INVESTMENT IN DIGITAL AUDIO ADVERTISING
DAX, the digital audio exchange created by Global, has today released findings which reveal that investment across digital audio is set to grow significantly in the next 12 months and beyond.
DAX’s annual report, The Rise of Digital Audio Advertising, explores advertisers’ and media agencies’ views on digital audio in 2019 as well as their expectation for the future. Research firm MTM surveyed and interviewed 215 senior and mid-level executives at leading media agencies and UK brand owners.
The report revealed that interest among advertisers in digital audio is stronger than ever. Seventy-eight per cent of UK advertisers say that they will increase spend across music and digital radio, while seventy-five per cent said that they will increase investment in podcasts, in the next 12 months alone.
The report revealed growing confidence in digital audio as a powerful advertising tool. Eighty-six per cent of advertising agency executives and 66% of brands said that they now see digital audio as a key part of media strategies. With listening figures growing consistently across all formats, and proliferation of quality audio publishers and platforms available, advertisers also reported increasing numbers of stand-alone digital audio campaigns.
Ollie Deane, Director of Commercial Digital at Global, said: “The findings in this year’s report show an extremely positive outlook for digital audio advertising, with 85% of advertisers planning to invest further in digital audio over the next twelve months. The ability to target a listener at the right time, in the right place and in the right context, has always been and continues to be our focus at DAX. Now, the value proposition and opportunities in digital audio are clearer, so too is the prominence of digital audio in advertisers’ media strategies. As new technologies continue to emerge and we see campaigns tailored to listeners in connected cars, cross platform attribution and improved measurement tools will be essential for driving the industry forward.”
Participants surveyed identified four factors driving investment in digital audio: increased podcast listening, smart speakers and connected cars, the rise of programmatic trading and cross-platform targeting opportunities.
GROWTH OF CONNECTED CARS AND SMART SPEAKERS
New technologies such as smart speakers and connected cars are seen by advertising and brand experts as key drivers for reaching audiences at scale. Seventy-six per cent of advertising executives believe that growth in smart speakers allows advertisers to effectively target audiences in the home. In addition, the rollout of 5G connectivity is expected to create an important new vertical for advertisers to target audiences in connected cars.
Whilst advertisers reported the exponential growth of podcasts, they acknowledged podcasts are not a substitute for radio. Podcasts offer advertisers contextual opportunities across listeners’ interests and a range of ad formats from spot ads to authentic ads read by the podcast host. Seventy-five per cent of advertisers plan to increase spend across podcasts in the next 12 months. Advertisers claimed that Podcasts have found an audience in commuters, and 85% claimed that digital audio is effective for reaching consumers on the go.
RISE OF PROGRAMMATIC TRADING
Programmatic audio and the opportunity to deliver targeted campaigns in a brand safe environment is viewed by the industry as critical to further grow investment in the medium. Seventy-three per cent of advertisers credited digital audio as a great way for reaching new audiences of all ages, notably younger listeners, which other media struggle to reach.
CROSS PLATFORM CAMPAIGNS
More than half of respondents (53%) rated digital audio as the medium developing the most innovative opportunities for advertisers, above all other media, including social media, digital video, outdoor, TV, radio and print. Notably, advertisers said that the ability to combine digital audio with out-of-home advertising to deliver location-based targeted campaigns, will unlock more value from digital audio advertising in the future.
To read the full The Rise of the Digital Audio Advertising report complete with quotes from executives at leading media agencies and leading UK brand owners visit www.thisisdax.com/wp-content/uploads/2019/07/DAX-Whitepaper.pdf
Thursday March 7, 2019, TORONTO – SoundCloud, the world’s largest open audio platform, announced today an expanded advertising agreement with DAX, the world’s most advanced audio advertising platform from Global, to include Canada. Through the exclusive agreement, advertisers in Canada will have the opportunity to reach SoundCloud’s highly-engaged and influential audience.
DAX is already SoundCloud’s exclusive sales partner in the UK through an agreement that has been in place since 2016.
“Brands in Canada now have the opportunity to reach SoundCloud’s unique audience of tastemakers who are driving what’s next in music culture, exclusively through DAX,” said Michael Weissman, Chief Operating Officer, SoundCloud. “DAX has been a great partner to SoundCloud in the UK for years. Now, with this expanded deal, we’re able to leverage its leading technology and deep sales abilities to support the continued growth of our ad supported service in the Canadian market.”
Chris Nimigon, Chief Revenue Officer, DAX Canada, said: “We’re pleased to broaden our working relationship with SoundCloud to give advertisers in Canada further opportunities in digital audio. Our ambition is to help advertisers optimize their audio campaigns and learn more about their audiences through our unique technology, Listener Insight ID. Since launching in Canada, DAX continues to grow at an exceptional rate and we’re all very excited to bring SoundCloud’s huge catalogue of audio content to our clients and partners.”
Advertisers in Canada will be able to access SoundCloud’s audio inventory programmatically and directly, exclusively through DAX. In addition, advertisers will be able to learn more about their audiences through sophisticated data targeting technology and DAX’s unique audio attribution measurement tool – Listener Insight ID.
Advertisers run hundreds of audio advertising campaigns on DAX, targeting audiences based on a variety of factors such as age, gender, location and preferred listening genre.
Global, the Media & Entertainment group, acquired the digital audio sales division of Canadian based Audio Streaming Solutions Provider, leanStream, to launch DAX in Canada in November 2018. The move brought the world’s most sophisticated digital audio advertising platform to Canada, giving advertisers in the country a way reach millions of people streaming music, podcasts and digital radio through premium publisher brands.
CUMULUS MEDIA Appoints DAX As Exclusive Representative Across Network Radio and Programmatic Streaming Sales
New York, NY, February 20th, 2019 — DAX, the world’s most advanced digital audio advertising platform, today announced a multi-year deal with leading radio broadcaster, CUMULUS MEDIA. The deal establishes DAX as CUMULUS MEDIA’s exclusive third-party sales representative across network radio streaming and national programmatic advertising, alongside CUMULUS MEDIA’s national and local sales teams.
CUMULUS MEDIA is the first traditional broadcast network to join a premium roster of publisher brands with inventory on DAX. DAX brings programmatic audio expertise and provides brands with access to sophisticated data targeting tools to reach key audiences. The new collaboration also enables advertisers across CUMULUS MEDIA’s programming access to Listener Insight ID – the attribution technology from DAX. The Listener Insight ID dashboard allows advertisers to measure the performance of their ad campaigns in real time, providing granular insights which help brands test and optimize their campaigns based on listeners’ responses.
“We’re really looking forward to working with CUMULUS MEDIA to improve the listener experience across its network and help advertisers reach the right people through technology from DAX,” said Matt Cutair, CEO of DAX U.S. “The partnership allows us to continue our ambition to improve engagement and attribution in the digital audio advertising space.”
“We are thrilled to be partnering with DAX for network radio and programmatic streaming sales,” said Bryan Forbes, President of Sales, Westwood One. “DAX has a proven track record of innovation and brings new approaches in the sales and technology arena to our streaming network.”
Partnership Creates a New Playing Field for Advertisers to Effectively Reach Listeners
NEW YORK, NY – February 4, 2019 – DAX, the world’s most sophisticated digital audio advertising platform, today announced that it has signed a deal with LiveXLive Media’s wholly-owned subsidiary Slacker Radio to become its audio exclusive sales partner in the U.S.
Slacker Radio enables music lovers to choose from human-curated stations customized to their own moods and favorites. Its catalogue offers more than 20 million audio tracks and reaches over 1.2 million active users. The platform offers hundreds of expertly programmed stations in a variety of genres and extends beyond music to also include news, sports, and talk shows.
The streaming platform is wholly-owned by LiveXLive Media (NASDAQ: LIVX), a global digital media company focused on live entertainment, delivering premium livestreamed video, digital audio, and on-demand music experiences from the world’s top music festivals and concerts, including Rock in Rio, EDC Las Vegas, Rolling Loud, and many more.
The partnership will enable DAX to package Slacker’s inventory across its extensive digital audio network and offer innovative and robust packages to advertisers. DAX’s large roster of advertisers will now have expanded access to Slacker’s multitude of genres and radio formats, spanning a wide range of listener demos.
“We couldn’t be more excited to be expanding our longstanding partnership with Slacker as they have always been an industry leader and innovator in the streaming music market. Now that we are their exclusive audio ad sales partner, advertisers will now be offered more unique and premium ways to engage with their dedicated audience,” said Matt Cutair, CEO of DAX U.S.
Added Mike Bebel, EVP of Development and Rights Management for LiveXLive, “the advertising-supported freemium tier of Slacker Radio is an important revenue source for the company and it’s a great value proposition for our subscribers and listeners. We look forward to maximizing this opportunity with DAX to offer our advertisers and sponsors a more robust access point to our audiences.”
TO OFFER U.S. BRANDS AI-POWERED INTERACTIVE AUDIO AD CAMPAIGNS
Instreamatic.ai is the first AI platform dedicated to voice-activated advertising. This deal enables U.S. advertisers to run targeted campaigns through DAX’s programmatic platform, which prompts people to engage with brands through voice technology. For the first time, listeners in the U.S. will be able to respond to ads heard via a mobile device with commands including “tell me more” or “download the app”.
AI powered audio ads eliminate the need for the listener to stop and look at a screen, offering a hands-free solution for people on the move. Data from Bright Local in May found that almost three in five (58%) of people surveyed had used voice search to find local business information over a 12-month period. The survey also found that people want to be able to use voice search to make reservations, get prices on products and services, and confirm if a business has a particular item in stock. As people demand more voice-enabled capabilities around them, brands have an opportunity to shift how they advertise to align with this trend.
Leading brands that have already invested in interactive audio ads include Mastercard, Visa, Samsung, HP, Alfa Bank and Infiniti. This new innovation in advertising aims to drive higher audience engagement and through DAX, advertisers now have the tools to measure the effectiveness of interactive audio ads.
“Instreamatic.ai is a visionary platform that is in the perfect position to thrive in the midst of the voice boom,” said Matt Cutair, CEO of DAX US. “The ability for people to interact with their ads in a convenient way improves the overall user experience and allows advertisers to measure direct performance and engagement on their ads. We’re very excited to be able to offer AI voice-enabled ads to our brand partners.”
“DAX is a progressive company that understands the nuances of audio marketing and the importance of valuing engagement,” said Stas Tushinskiy, CEO of Instreamatic.ai. “We are providing a screen-free, hands-free opportunity for brands to get in front of consumers, which is a whole new entrance to the audio marketing arena. We knew we wanted a partner that could grasp the potential of this opportunity and give us the strongest chance to succeed during this critical juncture.”