Audio: Prospering in the ever-present medium

This article is part of a series of articles on audio – prospering in the ever-present medium.Read more.

Need to know

  • Digital radio is more popular than ever before, with 28.3 million listeners in the UK, offering greater opportunities for data-driven audience targeting
  • Programmatic audio has not yet faced the issues challenging other parts of the digital ecosystem, including ad blocking, ad fraud and brand safety
  • Platforms like Global’s DAX enable the combination first-, second- and third-party data to enable an unprecedented level of audience insight for precision targeting
  • Marketers now have access to new types of data to help guide audio campaigns, including retail spending, TV viewing figures, personality insights, and intent and interests
  • Cinema chain Cineworld used second-party data to encourage user engagement with and sign-ups for its Unlimited Card loyalty product
  • It is becoming easier to plan audio into cross-channel campaigns, notably OOH media, in which Global has invested heavily over the past two years
  • The next step for programmatic audio development is cross-device targeting, allowing advertisers to deliver messages to listeners across smart speakers, desktop and mobile