NAB implements first programmatic digital audio campaign

The innovative campaign follows a report showing 65 per cent of all money spent on advertising in digital media in 2019 will be traded programmatically

Fragmented audio and ineffective targeting led National Australia Bank (NAB) to implement one of the first and  largest programmatic digital audio campaigns in Australia.

The innovative campaign follows a report showing 65 per cent of all money spent on advertising in digital media in 2019 will be traded programmatically.

According to Zenith’s Programmatic Marketing Forecasts, programmatic ad spend is also set to grow 19 per cent next year, reaching US$84 billion globally or 62 per cent of digital media expenditure, with Australian programmatic spend to reach US$1.64 billion next year. Locally, programmatic spend has grown from $83.7 million in 2012, to $1.74 billion this year.

Working with REA’s Digital Audio Solution and Mindshare, NAB ran the first targeted programmatic digital audio buy for NAB. The campaign used REA first-party data, and targeted audiences across Spotify, iHeartRadio, HitNetwork and ABC, all in the one buy, a move NAB said brought better efficiencies and more exposure for its marketing dollars on digital radio. 

For the first time, NAB was able to run the same targeting across over four platforms at an average frequency of 4.3, compared to the previous average of 5.6 when booking on single audio platforms. 

The digital audio offering has traditionally been fragmented, with media buyers tending to spend their budget within one platform to create cost efficiencies, or having to split budgets across platforms to generate incremental reach. This can mean a compromise on frequency, due to being unable to frequency cap when running in separate platforms, or compromise on unifying their targeting approach, as each platform offers different types of targeting based on different data sets. 

NAB wanted to find a way to unify their audio buy so that they could target the same audiences across all platforms and ensure they could also cap the frequency to create efficiencies. 

The campaign saw Mindshare and NAB win the Game Changer of The Year award at this year’s Annual REA Excellence awards. 

Minshare managing partner on NAB, Christian Solomon, said everyone involved is immensely proud of the work and credit the win to breaking the mould of a typical digital audio campaign.   

“The courage to try something new paid off. NAB wanted a better way to target audeinces across audio platforms and create efficiencies. Together with REA, Mindshare was able to find a solution that was both innovative and better for the cleint’s business,” Solomon said. 

“With so many brands in the market competing for the attention of an already busy consumer, it’s a constant challenge to cut through. For our teams from Mindshare and NAB, it’s great to be recognised for the efforts doing things a little differently, in order to connect with audiences in new and smarter ways.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in