National radio network debuts mood targeting and interactive shakeable audio ads
Southern Cross Austereo (SCA) has launched two new digital audio advertising initiatives to help brands find and engage audiences. The two new options are mood targeting and interactive shakeable audio ads through instream.
These new initiatives utilise first-party data and insights from SCA and SoundCloud to identify listeners’ key habits and interests, and target them during particular mood-states and activities. At time of launch, available mood-states includes chill out, wanderlust, work out, night out and dinner party.
SCA national head of sales, Nikki Rooke, said mood targeting product enables advertisers to target with contextual relevance as well as apply best practice creative scenarios to each.
“The Studio at SCA and SoundVibes’ creative treatment ensures messaging is on point for the listening occasion and able to deliver optimum attention and engagement,” said Rooke.
In addition to the new audience targeting solution, SCA is also making available interactive audio ads with shakable and voice-activated listener responses. The ‘ShakeMe’ mobile-only format enables a listener to shake their phone or use a voice command to respond to a call to action such as ‘shake your phone’ and open a website, download a voucher or call.
SCA said mood targeting is available across InStream, SoundCloud and catch-up radio, and the ShakeMe function is available on iOS and Android through InStream, while voice-activation is in beta looking to launch later in the year.
SCA is looking to innovations like these to offer brands new and inventive ways to incorporate digital audio into campaigns, according to SCA head of digital commercial, Jonathan Mandel.
“ShakeMe audio ads provide an all-new way for brands to engage with our audience and drive a call to action by shaking their phone when the ad plays. To date, our test advertisers have seen interaction rates more than 10 times a typical click through rate,” said Mandel.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.
The current global COVID-19 pandemic is resulting in unprecedented disruption to every aspect of our lives as marketing and brand professionals, from the ways we work, to how our organisations operate, and the way in which we acquire and engage customers. So we’ve drawn on our wonderful CMO50 alumni community to explore different aspects of the crisis facing all of us right now.
The current world pandemic, COVID-19, and its tragic effects has created different and challenging situations for nearly every business. Every business sector is affected differently, depending on the nature of what your place in the world, creating the most unique situation most of us have ever and will ever experience during our professional lives.
People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.
The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.
Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.
Jill Kim
Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch
Your page is very helpful. Thank you for sharing with us
Eriona Ajvazi
10 brands making a positive difference to a world in crisis
Extremely insightful and well written. Thanks for the great article!
Nicole Brodie Nahum
Why COVID-19 makes it more important than ever to move at the speed of the consumer
Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...
Aniket Singh
Can blockchain deliver on its big advertising promises?
Great article Emma. So many gems in there. Awesome to have you in the team!
One Small Step Collective
Why COVID-19 makes it more important than ever to move at the speed of the consumer