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.
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.
The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.
ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.
Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...
Martin Valovič
Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey
I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...
Catherine Stenson
Have customers really changed? - Marketing edge - CMO Australia
The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.
Joe Hawks
Data privacy 2021: What should be front and centre for the CMO right now
Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online
Joe Hawks
The new rules of Millennial marketing in 2021
In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...
Fred Lawrence
DoorDash launches in Australia