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Dax by Global : Digital Audio Exchange @ European Radio and Digital Audio Show 2018:

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DAX by Global gives advertisers a single buying point across 180 digital audio platforms including Soundcloud, Radionomy and radio brands including Global, the media & entertainment group’s Capital and Radio X and Bauer Media’s Kiss in the UK. Global created DAX because there was no easy way for advertisers to reach the growing number of people listening to audio on digital devices. In the UK every week over 24 million (MIDAS Plus Winter 2017) people stream digital audio and this figure is growing. In November 2017, DAX launched in France and Germany.

At the end of 2017, DAX became the world’s largest digital audio advertising platform by acquiring US-based digital audio ad sales company, AudioHQ and rebranding. This gives Global an ad sales and ad tech footprint in the US and makes DAX the largest digital audio advertising platform in the world reaching 160 million listeners.

Presented by David Cooper, Head of DAX Sales (EU

The program of The European Radio and Digital Audio Show 2018 is coorganized by Nicolas Moulard (Actuonda) and Xavier Filliol (Les Editions de l'Octet) in collaboration with Phiippe Chapot (Editions HF).
www.salondelaradio.com
www.european-show.radio

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Dax by Global : Digital Audio Exchange @ European Radio and Digital Audio Show 2018:

  1. 1. DAX - FROM THERE TO NOW European Radio Show January 2018
  2. 2. David Cooper HEAD OF DAX SALES (EU)
  3. 3. This is Global 2018
  4. 4. BROADCAST LIVE MOBILE SOCIAL
  5. 5. BROADCAST LIVE MOBILE SOCIAL 30 MILLION
  6. 6. BROADCAST
  7. 7. SOCIAL
  8. 8. MOBILE
  9. 9. LIVE
  10. 10. BRANDED LIVE FESTIVALS Road Tr1P PRINTWORKS
  11. 11. Wherever people consume 
 music and entertainment
  12. 12. It’s a great time to be in audio
  13. 13. Audio has never been more influential in MEDIA TECHNOLOGY BUSINESS
  14. 14. “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.” “Brands have a great opportunity to define their own voice” “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”
  15. 15. SMART SPEAKERS ARE PUTTING AUDIO AT CENTRE OF THE HOME
  16. 16. 40% of UK households by early 2018 Source: Radio Centre, Getting Vocal Penetration of voice controlled devices could hit
  17. 17. “Audio entertainment dominates time spent with the Echo” Source: Radio Centre, Getting Vocal
  18. 18. 30%of web browsing will
 be without a screen By 2020 Site Behaviour: Gartner Research 2017 THE SOUND OF YOUR BRAND HAS NEVER BEEN MORE RELEVANT
  19. 19. 92%of listening is done while partaking in another activity Source: Touchpoints
  20. 20. z10.7 HOURSa week listening in the UK Source: MIDAS Survey Spring 2017
  21. 21. 2012 2013 2014 2015 2016 2017 2018 2019 2020 10.8 million 31million Actual Forecast Site Behaviour: MIDAS Survey Summer 2017 22.5 million 43% of the population UK DIGITAL AUDIO WEEKLY REACH
  22. 22. digital audio market ~€40m €1bn+ estimated total audio market digital audio advertisers ~350 ~1000 total audio advertisers UK DIGITAL AUDIO MARKET 2017
  23. 23. Audio content consumed on a connected device RADIO 
 STREAMING MUSIC
 STREAMING PODCASTING DIGITAL AUDIO
  24. 24. MUSIC
 STREAMING PODCASTING RADIO 
 STREAMING UK DIGITAL AUDIO WEEKLY REACH 10.5M Source: MIDAS Survey Summer 2017
  25. 25. Broadcast devices only +1 hour Broadcast and connected devices + Average weekly hours per commercial radio listener Source: RAJAR Vs CONNECTED DEVICES MAKES RADIO MORE ACCESSIBLE
  26. 26. MUSIC
 STREAMING PODCASTING RADIO 
 STREAMING UK WEEKLY REACH 9.3M Source: MIDAS Survey Spring 2017
  27. 27. “streaming services have change the way artists put music out” “playlists are redefining music listening”
  28. 28. MUSIC
 STREAMING PODCASTING RADIO 
 STREAMING UK WEEKLY REACH 5.3M Source: MIDAS Survey Summer 2017
  29. 29. Documentary Comedy Factual Entertainment 74% listen to podcasts to expand their knowledge Source: SSI Research MOST POPULAR GENRES
  30. 30. DIGITAL AUDIO IS A FORMAT ADVERTISERS CAN TRUST BRAND SAFE NO FRAUD VIRTUALLY NO AD BLOCKING LTR 93% Source: Adswizz Ad Server
  31. 31. 2014 2015 2016 LAUNCH EUROPE’S 1ST AUDIO PROGRAMATIC CAMPAIGN LISTENER INSIGHT ID
  32. 32. 2018: DAX IS NOW THE LARGEST DIGITAL AUDIO ADVERTISING PLATFORM IN THE WORLD 160m Monthly Audience
  33. 33. THE SUCCESS OF DAX IN THE UK IS BUILT ON Strong supply of owned and operated inventory Known Technology and successful Operations team Established Sales Team with market connections and valuable audience insights Successful audience strategy and data integrations Strong programmatic offering based on multi platform integrations
  34. 34. STRONG SUPPLY Strong supply of owned and operated inventory RADIO STREAMING MUSIC STREAMING PODCASTING Hit Music Indie MusicRock Music Current Affairs Urban “youtube for sound” “leading streaming service” Electronic Music Streaming Service Mood Based Streaming Service Self improvement Comedy Sports Comedy Extra content Real life Crime UGC - Special Interest 
 Radio Platform
  35. 35. KNOWN T&O TEAM Known Technology and successful Operations team Established Sales Team with market connections and valuable audience insights250+ campaigns per month 5dedicated T&O support staff
  36. 36. SUPPLY DEMAND Publisher Commercial Partnerships Ad Server Integrations Audience Data Integrations & Capabilities DAX Proprietary Solutions Programmatic Commercial Partnerships Demand Side Platform Integrations Agency Planning System Integrations
  37. 37. INVESTING - TESTING - GROWING - LEARNING with you, our partners
  38. 38. 17 MILLION USERS
  39. 39. 5.4 MILLION Travel Intenders 1.8 MILLION Property Intenders 3.4 MILLION Sports Fans 1.2 MILLION Auto Intenders 4.5 MILLION Home Entertainment Fans 3.9 MILLION Budget Food Shoppers Source: Salesforce DMP
  40. 40. 4.5 MILLION Home Entertainment Fans 5.4 MILLION Travel Intenders Source: Salesforce DMP
  41. 41. CUSTOM AUDIENCE SEGMENTS
  42. 42. EXPANDING OUR 2ND PARTY PARTNERSHIPS
  43. 43. EXPANDING OUR 2ND PARTY PARTNERSHIPS
  44. 44. OVER 300 ALWAYS ON SEGMENTS CUSTOM AUDIENCES FULL SUITE OF DATA PRODUCTS 2ND PARTY
  45. 45. DAX IS NOW A PROGRAMMATIC FIRST PLATFORM 48% 52% Now 30% 70% 2018 Forecast Source: DAX
  46. 46. TECH INTEGRATIONS ADVANCING OUR PROGRAMMATIC CAPABILITIES PROGRAMMATIC EXPERTISE
  47. 47. WORLD’S FIRST PROGRAMMATIC 
 DYNAMIC AUDIO CAMPAIGN
  48. 48. DYNAMIC CREATIVES CUISINE VARIABLES TARGETED DELIVEROO ACTIVE LOCATIONS WORLD’S FIRST PROGRAMMATIC 
 DYNAMIC AUDIO CAMPAIGN
  49. 49. SYNCING AUDIO WITH STORE LOCATIONS
  50. 50. Objectives LOCATION TARGETING AUDIO TO STORE LOCATIONS Source: MOBSTA Increase sales of the new Samsung mobile phones by driving consumers in store to find out more
  51. 51. HOW WE DID IT Set a geo-fenced perimeter around all of O2’s stores across the UK 1. Using device IDs, we tracked the movement of the audience to measure store footfall 3. Targeted ads to DAX listeners who walked into those perimeters 2. Source: MOBSTA LOCATION TARGETING AUDIO TO STORE LOCATIONS
  52. 52. of those exposed to the advertising within the geo-fenced area went into an O2 store. 2% Source: MOBSTA
  53. 53. WHAT IS A LISTENER ID? AUDIO ADAD SERVER AD SERVED
  54. 54. WHAT IS A LISTENER ID? AUDIO ADAD SERVER AD SERVED IDFA BROWSER ID
  55. 55. WHAT IS A LISTENER ID? Listener Insight ID is DAX’s proprietary ad effectiveness tool which enables advertisers to measure  the performance of their  audio campaigns and to provide them with deeper audience insights on digital audio listeners.
  56. 56. 4.
  57. 57. ✓Impressions ✓Frequency ✓Client site visits/page views ✓Ad call to actions ✓Performance by Creative ✓Demographics ✓Socio-economic segmentation ✓Interests ✓Purchase Intent ✓Category spend percentiles ✓Shopper attitudes/behaviours ✓Day/time ✓Optimal frequency ✓Custom audience solutions ✓Creative recommendations CAMPAIGN METRICS AUDIENCE INSIGHT PLANNING & OPTIMISATION LISTENER INSIGHT ID
  58. 58. DAX drove more weekday daytime traffic to the Cineworld website Non-exposed (control) Cineworld Traffic Patterns DAX Exposed Traffic Patterns
  59. 59. 4. DAX-exposed visitors to the CINEMA BRAND [X] site came more frequently 0 0.75 1.5 2.25 3 Page Views Per Visitor Visits Per Visitor Page Views Per Visit 1.12 2.61 2.92 1.17 1.37 1.61 Control Exposed
  60. 60. 4. DAX-driven customers were more likely to complete the purchase process than the control, achieving a notably higher retention between the payment page and receipt. Control Unlimited Purchase Process DAX Unlimited Purchase Process
  61. 61. TOP LINE PERFORMANCE Sessions Uniques Views Conversion rate16,752 5,480 34,321 1.22% 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 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 Shopping 
 Preferences Supermarket Preferences 157 129 110 96 61 36 Online OrganicEthical OrganicEthical OrganicEthical OrganicEthical OrganicEthical Less Likely More Likely INDEX 295 INDEX 163 INDEX 295 INDEX 295 INDEX 55 INDEX 51 INDEX 63 INDEX 42
  62. 62. James Appleby Client Partner, MEC “DAX’s Listener Insight ID has we can plan and buy digital audio” transformed the way
  63. 63. 5.2MAUDIENCE Paris
  64. 64. UK & FRANCE DIGITAL AUDIO AUDIENCES 22.3m million 41% of the population Weekly Reach Site Behaviour: MIDAS Survey Spring 2017 22.4m 54% of the Internet users Source : Mediametrie / Netrating October 2016 (internet population, above 15 years old)
  65. 65. 2. FRANCE - MARKET OVERVIEW digital audio market €3-5m €1bn+ estimated total audio market digital audio advertisers ~160 ~900 total audio advertisers
  66. 66. 8.2MAUDIENCE Hamburg
  67. 67. UK & GERMANY DIGITAL AUDIO AUDIENCES 22.3m million 41% of the population Weekly Reach 2. Site Behaviour: MIDAS Survey Spring 2017 16.5m Source : Mediametrie / Netrating October 2016 (internet population, above 15 years old) 24% of the population
  68. 68. 2. GERMANY - MARKET OVERVIEW estimated digital audio market €29m €1.8bn+ 6.1% of gross ad spend estimated total audio market digital audio advertisers ~100 ~1,000 total audio advertisers SOURCE: Global contractor
  69. 69. PRODUCTS CAPABILITIES EXPERIENCE
  70. 70. 170M Weekly Audio Reach 61% of the population (Edison Research) $1.2BNAudio Ad Spend (IAB U.S) THE U.S IS THE BIGGEST DIGITAL AUDIO MARKET IN THE WORLD
  71. 71. DAX IS LAUNCHING IN THE UNITED STATES THROUGH THE ACQUISITION OF LARGEST AUDIO AD NETWORK IN THE U.S 1. FOUNDED IN 2014 2. TALENTED TEAM OF AUDIO EXPERTS 3.
  72. 72. 130M Monthly Audience US
  73. 73. WE ARE REBRANDING TO DAX TODAY Introducing the DAX ad technology Office locations including NYC, L.A. and Chicago The DAX product suite Creative production tools and talent Keeping the talented team in place
  74. 74. DAX IS NOW THE LARGEST DIGITAL AUDIO ADVERTISING PLATFORM IN THE WORLD 160M Monthly Audience
  75. 75. your brand heard THE PLATFORM TO GET
  76. 76. Baromètre de l’Audio Digital 2017 @Kantar_Media KantarMediaGlobal company/kantar-media @KantarMedia +KantarMedia A propos de Kantar Media Kantar Media est l’acteur majeur des données et analyses médias. Partout dans le monde nous apportons à nos clients la "media data" nécessaire à la prise de décisions éclairées dans tous les domaines de la mesure, du suivi et des stratégies médias. Rattaché au groupe Kantar, la branche de WPP dédiée au management de données, Kantar Media propose les informations les plus complètes et précises sur la consommation des médias, leur performance et la valeur médiatique. Retrouvez tous nos insights sur www.kantarmedia.com © Kantar Media www.salondelaradio.com www.european-show.radio

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