Recommended
More Related Content
What's hot
What's hot (18)
Similar to MIKE GORDON - GLOBAL’S DIGITAL AUDIO EXCHANGE
Similar to MIKE GORDON - GLOBAL’S DIGITAL AUDIO EXCHANGE (20)
More from Hilary Ip
More from Hilary Ip (20)
Recently uploaded
Recently uploaded (20)
MIKE GORDON - GLOBAL’S DIGITAL AUDIO EXCHANGE
- 1. MIKE GORDON Chief Commercial Officer The Media & Entertainment Group
- 3. Audio in the UK 1 How DAX works 2 Brands using audio in new ways 3
- 4. “By 2020, 30% of web browsing sessions will be done without a screen.” ‘A lot of this stuff will move to being called up by voice.” “…..household penetration of voice- controlled smart devices could hit 40% by early 2018.” “Voice search spells trouble for brands and retailers” Mark Ritson Brand Professor “Use programmatic audio for hard to reach millennials” AUDIO HAS NEVER BEEN MORE INFLUENTIAL IN MEDIA, TECHNOLOGY AND BUSINESS “audio can be your campaign’s secret weapon”
- 5. Audio content consumed on a connected device RADIO STREAMING MUSIC STREAMING PODCASTING DAB is not streamed via a connected device DIGITAL AUDIO
- 6. 2013 - DIGITAL AUDIO IN THE UK FRAGMENTED WITH UNDER DEVELOPED ADVERTISING PRODUCTS PODCASTINGRADIO STREAMING MUSIC STREAMING
- 7. 2012 2013 2014 2015 2016 2017 2018 2019 2020 10.8 million 31million Actual Forecast Site Behaviour: MIDAS Survey Summer 2017 22.1million 42% of the population DIGITAL AUDIO WEEKLY REACH
- 8. Listening to audio is one of 3 behaviours that dominate mobile attention Source: Activate @ WSJ Media Summit & GFK
- 9. “youtube for sound” Current AffairsHit Music UrbanClassical MusicPodcasts Indie Rock UGC - Special Interest Radio Platform Rock Music leading streaming services Mood Based Streaming Service Electronic Music Streaming Service “Turn up the feel good” Rock Music “Everything that rocks” WE RECRUITED OVER 180 DIGITAL AUDIO PUBLISHER BRANDS INTO THE DAX PLATFORM (ALONG WITH OUR OWN BRANDS) Independent Podcast Platform
- 10. ADVERTISER Audience DAX IS THE LARGEST PROGRAMMATIC AUDIO PLATFORM IN THE UK
- 11. TO GIVE ADVERTISERS ACCESS TO THE DIGITAL AUDIO MARKET IN ONE SIMPLE BUY IN 2014 WE LAUNCHED DAX WITH A VISION
- 12. Audio Ad Broadcast Content - consumed on FM/AM/DAB Ad break Ad break All ListenersContent Content Content HOW DAX SERVES AUDIO ADS INTO DIGITAL STREAMS
- 13. Ad Break Ad Break All Listeners Audio Ad Broadcast Content - consumed on FM/AM/DAB Content Content Content HOW DAX SERVES AUDIO ADS INTO DIGITAL STREAMS
- 14. Audio Ad Digital Content - consumed on a Smartphone, PC, Voice Activated Device Ad break Ad break Listener 1Content Content Content Ad break Ad break Listener 2Content Content Content Ad break Ad break Listener 3Content Content Content All listeners get the same content and number of ad breaks1. During ad breaks, DAX serves different ads to individual listeners2. HOW DAX SERVES AUDIO ADS INTO DIGITAL STREAMS
- 15. Audio Ad Ad break Ad break Listener 1 Ad break Ad break Listener 2 Ad break Ad break Listener 3 Digital Content - consumed on a Smartphone, PC, Voice Activated Device All listeners get the same content and number of ad breaks1. During ad breaks, DAX serves different ads to individual listeners2. Content Content Content Content Content Content Content Content Content HOW DAX SERVES AUDIO ADS INTO DIGITAL STREAMS Ad Server Ad Server Ad Server
- 16. Audio Ad Ad break Ad break Listener 1Radio Content Radio Content Radio Content Listener 2Playlist Playlist Listener 3Podcast Content Podcast Content Ad break Ad break Listener 4 Digital Content - consumed on a Smartphone, PC, Voice Activated Device All listeners get the same content and number of ad breaks1. During ad breaks, DAX serves different ads to individual listeners2. This works across radio, music streaming and podcast content Radio Content Radio Content Radio Content HOW DAX SERVES AUDIO ADS INTO DIGITAL STREAMS Ad Server Ad Server Ad Server Ad Server 3.
- 17. Audio Ad Ad break Ad breakRadio Content Radio Content Radio Content Playlist Playlist Podcast Content Podcast Content Ad break Ad break Digital Content - consumed on a Smartphone, PC, Voice Activated Device All listeners get the same content and number of ad breaks1. During ad breaks, DAX serves different ads to individual listeners2. Radio Content Radio Content Radio Content HOW DAX SERVES AUDIO ADS INTO DIGITAL STREAMS Auto Intenders Home Intenders Ad targeting based on their age, demographic, interests and location4. This works across radio, music streaming and podcast content3. Ad Server Ad Server Ad Server Ad Server Techies Fitness Fanatics
- 18. Ad break Ad break Radio Content Radio Content Radio Content Playlist Playlist Podcast Content Podcast Content Ad break Ad break Radio Content Radio Content Radio Content Auto Intender Auto Intender Auto Intender Auto Intender ADVERTISERS BUY DATA DRIVEN AUDIENCE CAMPAIGNS ACROSS A VARIETY OF AUDIO PUBLISHERS IN ONE SINGLE BUY
- 19. DAX IS AN AUDIENCE LED PLATFORM Auto Intenders Home Intenders Travel Researchers Film & Ents Techies Fitness Fanatics Foodies Nightlife Fashionistas Parents Family Travellers Sports Fans
- 20. DAX IS AN AUDIENCE LED PLATFORM Auto Intenders Home Intenders Travel Researchers Film & Ents Techies Fitness Fanatics Foodies Nightlife Fashionistas Parents Family Travellers Sports Fans 1s t Party Data 3rd Party Data2nd Party Data
- 21. DIGITAL AUDIO IS A FORMAT ADVERTISERS CAN TRUST BRAND SAFE NO FRAU D VIRTUALL Y NO AD BLOCKING LTR 93% Broadcast regulations for broadcast partners Quality content Audio is a live stream initiated by the user No benefit to bot traffic because there is no CTR measurement Tech can’t differentiate between audio & ads Ad blocking would leave 3 minutes silence 75% of people are happy with the trade off of music for ads Behaviourally it doesn’t make sense to stop listening, take headphones out to avoid the ad
- 22. DAX IS NOW THE LARGEST DIGITAL AUDIO ADVERTISING PLATFORM IN THE WORLD 160M Monthly Audience
- 23. Build it and they will come………….. slide
- 24. AudioVideo Display MEASURING AUDIO AS A DIGITAL FORMAT View Through Rate Viewability Click Through Rate Post View & Post Click Tracking Viewability Click Through Rate Post View & Post Click Tracking Listen Through Rate Metrics
- 26. TOP LINE PERFORMANCE Web Sessions Uniques Page Views Response Rate 16,752 5,480 34,321 1.22% CREATIVE PERFORMANCE 44% 32% 24% Trybefore youbuy 70%off Freedelivery Trybefore youbuy 70%off Freedelivery Trybefore youbuy 70%off Freedelivery Delivery Frequency Conversion rate 1.35% 1.22% 0.96% 7.7 6.5 9.1 3.5 4.8 5.1 Gender 37% 63% Age 18-24 25-34 35-44 45-54 55-64 65+ 20% 35% 24% 10.5% 4.5% 5.4% Social Grade 34% 66% C2DE ABC1 Supermarket Preferences INDEX 295 INDEX 163 INDEX 295 INDEX 295 INDEX 55 INDEX 51 INDEX 63 INDEX 42
- 27. USING 2ND PARTY QUALITY DATA DRIVES SITE VISITS
- 28. Site Behaviour: Listener Insight ID USING 2ND PARTY DATA TO DRIVE SITE VISITS AND TEST DRIVES Objectives Re-launch Audi’s new Approved Used website Drive traffic to the site for test drives
- 29. 2ND PARTY PARTNERSHIP WITH HAYMARKET
- 30. HOW WE DID IT Served targeted Audi ads to the DAX ‘Auto Intender’ audience2. An audience data match between DAX and Haymarket’s leading car buying websites 1. Auto Intender Audience The listeners within the DAX audience we know are interested in buying a car. USING 2ND PARTY DATA TO DRIVE SITE VISITS AND TEST DRIVES 3. Tracked and analysed the behaviour of the audience using our Listener Insight ID
- 31. RESULTS USING 2ND PARTY DATA TO DRIVE SITE VISITS AND TEST DRIVES of all traffic driven to the site by DAX 13% more visits to the site from those exposed to the ad via DAX than the non-exposed visitor to the site 6.3x Site Behaviour: Listener Insight ID
- 32. A PARTNERSHIP THAT BENEFITS FOR ALL 3 PARTIES
- 34. LOCATION TARGETING SYNCING AUDIO WITH OUT OF HOME
- 35. Site Behaviour: Listener Insight ID - Consideration: Effectiveness Survey EON’s Objectives Gain recognition as an energy supplier that provides innovative solutions Increase Smart Meter applications SYNCING AUDIO WITH OUT OF HOME FOR E.ON
- 36. Site Behaviour: Listener Insight ID - Consideration: Effectiveness Survey HOW WE DID IT SYNCING AUDIO WITH OUT OF HOME FOR E.ON Targeted ads to DAX listeners who walked into those perimeters2. Set a geo-fenced perimeter around all of E.ON’S 2,750 poster sites across the UK. 1. Using Listener Insight ID, we tracked the behaviour of the audience exposed to both DAX and OOH 3. +
- 37. Site Behaviour: Listener Insight ID - Consideration: Effectiveness Survey RESULTS SYNCING AUDIO WITH OUT OF HOME FOR E.ON +31% more likely to recommend E.ON 4x applications for a smart meter AMONGST THOSE EXPOSED TO THE AUDIO AD
- 38. DYNAMIC AUDIO
- 39. WORLD’S FIRST PROGRAMMATIC DYNAMIC AUDIO CAMPAIGN
- 40. DYNAMIC VARIABLES Cuisine Weather Location Date/Time
- 43. DIGITAL ENABLES ADVERTISERS TO USE AUDIO IN NEW WAYS Audio can now be targeted, measured and bought like other digital formats 1. Is delivering clear and positive results for advertisers 3. Reaches audiences in a brand safe environment at a new ‘time’ of engagement 2.
- 44. THANK YOU
Editor's Notes
- because the market was fragmented.
- Weve man re- mobile figs - chase stuart In short its one of the three behaviours that dominate mobile attention, alongside gaming and social media
- We have brought together 180 of the market’s best quality audio platforms across Radio, Streaming and Podcasts to give advertisers access to 16m monthly users. Standardised advertising formats, targeting, and reporting
- We have brought together 180 of the market’s best quality audio platforms across Radio, Streaming and Podcasts to give advertisers access to 16m monthly users. Standardised advertising formats, targeting, and reporting
- We also have unique relationships with other media owners which gives us access to their first party data. From Auto intenders, fashionistas to parents. Haymarket - Auto Enthusiasts - Auto Intenders - Auto Intenders by budget - Auto Intenders by vehicle type - Auto Intenders by brand Dennis - Affluencer - Tech Curious - In Market Laptops - In Market Smartphones - Auto Intender - Van Intender - Fitness Fanatics - Black Friday Deals - Gamers - Film Lovers Zoopla - New Home Researchers - Mortgage Intenders - Renters - Overseas Buyers - Buyers - Sellers - Sale Leads - Rent Leads - Overseas Leads - New Home Leads TV Guide - TV Enthusiasts - Genre - Action and Drama - Arts - Current Affairs - Entertainment and Comedy - Factual - Kids - Lifestyle - Music - Sport - Channel ESI Media - Foodies - Business Influencers - Home Seekers - London Nightlife - TV, Gaming and Home Entertainment - Sports Fans - Fashionistas - Gift Buyers - Travel Researchers Immediate - Parents - Engaged Couples - Conception and Early Pregnancy - Film Lovers - Babies - School Age Children - Toddlers In Household - Weaning - TV Enthusiasts
- We also have unique relationships with other media owners which gives us access to their first party data. From Auto intenders, fashionistas to parents. Haymarket - Auto Enthusiasts - Auto Intenders - Auto Intenders by budget - Auto Intenders by vehicle type - Auto Intenders by brand Dennis - Affluencer - Tech Curious - In Market Laptops - In Market Smartphones - Auto Intender - Van Intender - Fitness Fanatics - Black Friday Deals - Gamers - Film Lovers Zoopla - New Home Researchers - Mortgage Intenders - Renters - Overseas Buyers - Buyers - Sellers - Sale Leads - Rent Leads - Overseas Leads - New Home Leads TV Guide - TV Enthusiasts - Genre - Action and Drama - Arts - Current Affairs - Entertainment and Comedy - Factual - Kids - Lifestyle - Music - Sport - Channel ESI Media - Foodies - Business Influencers - Home Seekers - London Nightlife - TV, Gaming and Home Entertainment - Sports Fans - Fashionistas - Gift Buyers - Travel Researchers Immediate - Parents - Engaged Couples - Conception and Early Pregnancy - Film Lovers - Babies - School Age Children - Toddlers In Household - Weaning - TV Enthusiasts
- We also have unique relationships with other media owners which gives us access to their first party data. From Auto intenders, fashionistas to parents. Haymarket - Auto Enthusiasts - Auto Intenders - Auto Intenders by budget - Auto Intenders by vehicle type - Auto Intenders by brand Dennis - Affluencer - Tech Curious - In Market Laptops - In Market Smartphones - Auto Intender - Van Intender - Fitness Fanatics - Black Friday Deals - Gamers - Film Lovers Zoopla - New Home Researchers - Mortgage Intenders - Renters - Overseas Buyers - Buyers - Sellers - Sale Leads - Rent Leads - Overseas Leads - New Home Leads TV Guide - TV Enthusiasts - Genre - Action and Drama - Arts - Current Affairs - Entertainment and Comedy - Factual - Kids - Lifestyle - Music - Sport - Channel ESI Media - Foodies - Business Influencers - Home Seekers - London Nightlife - TV, Gaming and Home Entertainment - Sports Fans - Fashionistas - Gift Buyers - Travel Researchers Immediate - Parents - Engaged Couples - Conception and Early Pregnancy - Film Lovers - Babies - School Age Children - Toddlers In Household - Weaning - TV Enthusiasts
- giving us the ability to identify, build and target audiences at scale. We now have over 300 audience segments for advertisers to access..
- Sticking with proving effectiveness - at last years Upfronts we also announced the launch of Listener Insight ID, which for the first time brought audio in line with other forms of digital media in terms of tracking This gave brands the knowledge they needed to plan, optimise and measure their campaigns in a way that simply wasn’t possible before.
- Since that launch we’ve taken Listener Insight ID beyond reporting purely on ‘how many’, and - by analysing delivery times, creative messaging, audience profiling, regional variations - also included the ‘when’, the ‘how’, the ‘who’ and the ‘where’. Beginning with our first test campaign in August 2016, Listener Insight ID has now been used by over 40 brands across multiple categories, including EE, Audi, Santander, Thomas Cook and EON.
- EE, Audi, Santander, Thomas Cook and EON.
- Another strand of our data-strategy which was announced last year was our first ever 2nd party data partnership with Haymarket,
- Since then we’ve significantly expanded that offering - and in the past couple of months have signed data sharing agreements with three more partners
- Including Zoopla, the UK's most comprehensive property website allowing us to offer Homebase kitchens to people who have just moved house
- MailOnline - the UK’s biggest online newspaper giving us that option to target an estee lauder campaign to users looking for beauty inspiration
- Like DAX Podcasts that we launched this year To build this product, we took our own podcasts, including the Ellis & John Radio X show, our LBC Podcasts & Russell Brand’s Under the Skin and combined these with other popular shows like No Such Thing as a Fish and City AM Unregulated. We now run over 50 podcast campaigns a month and in September, launched the UK’s first programmatic podcast campaign
- O2 wanted to drive customers into their stores around the country to pick up the new Samsung Galaxy S8
- So in order to help the do this We first put a geo-fence around all of their shops and delivered a campaign to anyone who walked within those areas By partnering with Mobsta, and tracking device ID’s, we were able to track footfall off the back of an audio campaign for the very first time in the UK!
- This summer, Deliveroo ran the worlds first prog dynamic audio campaign across DAX. By combining multiple variations of day, time, weather, location and even cuisine, We had up to 50k potential creative executions across the campaign…
- Just to be clear, this isn’t about getting into the uncanny valley and calling people by their names. This is simply about serving the most relevant creative possible. The following example had 50k variables and was the first programmatic dynamic audio campaign which varied ad copy based on cuisine, weather, location, date and time.
- Deliveroo wanted to shift usage habits from Friday / Saturday night take away to breakfast, lunch and dinner - no matter, the location, weather, day / time. Using dynamic audio means advertisers can create the most relevant ad, increasing the chances of the message resonating at a fraction of the cost that it would cost to record 50k ads. The voice artists simply records the key words rather than 50k full versions of the ad.
- As you can see from the live delivery report, the dynamic creative (you can see on the right) was served to locations (on the left) where Deliveroo are active, ensuring the right message was delivered to the right person at the right time… A fantastic example of a digital brand using audio to innovate and deliver their brand message