‘Groundbreaking’ is the word being used to describe the effective new measurement tool for audio introduced by DAX. The new tool will allow advertisers to measure and track the impact of their advertising on a deeper level.
The new ‘Listener ID’ tracking capabilities was announced at the IAB Upfronts last week. Brands are now able to measure the effectiveness of their campaigns on digital audio platforms including SoundCloud, audioBoom, Global’s Heart, Capital and Radio X, and Bauer Media’s KISS.
Agencies and advertisers will now have the ability to profile their audiences based on a range of consumers attributes, while also tracking the user interaction and the journey on their sites to help understand which creative routes are driving traffic for campaigns.
“This is hugely significant and a big step forward for the audio market,” said Mike Gordon, chief commercial officer at Global and one of the founders of DAX.
“The introduction of ‘listener ID’ means that advertisers will have deeper insights into the behavior of listeners after they are served ads, and how different advertising is performing for their brands. We are going to start rolling this out to clients this week.”
‘Listener ID’ will be introduced to brands advertising on DAX – with regular advertisers including Camelot, CineWorld, Go Compare, Asda and Lyst.
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