DAX, the digital advertising platform owned by the U.K. broadcaster Global, has struck an exclusive partnership with Frequency, which provides creative management for digital audio ad campaigns. The alliance will allow DAX’s U.S. advertisers and streaming audio partners to use data-driven dynamic audio advertising. The companies say their pact will leverage data to give advertisers greater insights and smarter targeting.
Cumulus Media, TuneIn, LiveXLive powered by Slacker and AccuRadio use the DAX audio advertising platform. Frequency’s technology allows clients to personalize digital audio ad creative based on real-time data signals, such as weather, location, time or device type; along with a listener’s listening history and the performance of each ad creative.
In combination with DAX’s Listener Insight ID measurement technology, advertisers will be able to personalize their creative and track the results of each personalized ad.
The companies say they have already seen success using this approach. In May, they launched a data-driven audio campaign for a QSR brand, using the day of the week, location, and weather to personalize ads in real-time for listeners. When it rained in a listener’s location, the system ran creative promoting the brand’s mobile app to inform consumers of a more convenient option for delivery. When the weather was dry, listeners heard rotating offers based on location and day of week.
The campaign’s results showed that on average, across all markets, rain triggered the brand’s mobile app creative 14% of the time. When it did rain, engagement increased, which DAX and Frequency said was because ads that reflected the rainy weather appeared more relevant and personalized. That, they say, showed a direct correlation between personalized creative and ad performance.
As a part of the partnership, DAX will also have access to Frequency’s Creative Management Platform for ad production, creative management, and detailed creative reporting.
“With data-driven capabilities, Frequency will enable a better ad experience for listeners and improve engagement for our advertisers across the DAX network,” said Matt Cutair, CEO of DAX US. Pete Jimison, CEO of Frequency, said the alliance “highlights the ways innovation in the audio space will continue to drive value for the entire ecosystem.”
DAX was previously known as AudioHQ, founded by Cutair, a former Westwood One and Pandora executive, who sold the company in October 2017 to the European radio giant Global, which sought a way to grow its digital ad platform in the U.S. market.