ARN partners with Coles Express on dynamic audio campaign

ARN reports thousands of creative iterations and data-driven targeting across the broadcast radio network result in higher brand likeability for Coles

Australian Radio Network (ARN) is claiming a world-first and significant brand results after partnering with Coles Express on its first dynamic audio advertising campaign across its broadcast radio network.

The campaign saw ARN and its technology partner, A Million Ads, produce 3875 different versions of a Coles Express audio advertisement. The platform then tapped a raft of data sets and parameters, such as time of day, week, location and rotation of products, to determine which ad to run at which moment.

The campaign was featured across ARN’s KIIS and Pure Gold Networks in Sydney, Adelaide, Perth and Brisbane.

According to ARN, the dynamic audio advertising delivered the Coles Express message 70 per cent more clearly, and was 88 per cent more trusted by the 1020 consumers participating in a research panel testing the 30-second dynamic creative against a 15-second standard commercial. The content related to a Coles Express Instant Win promotion. The result was a 91 per cent increase in brand likeability for Coles Express.

ARN chief commercial officer, Pete Whitehead said the creative team used one script but were able to create thousands of customised ads in less than two hours of recording time and a day of production.  

“We were able to create literally thousands of customised commercials providing our client the ability to deliver dynamically targeted advertising across both broadcast and digital,” he said.  

A Coles Express spokesperson said being a launch partner for dynamic audio in Australia was a way of lifting its contextual advertising game.

“At Coles Express, we know how important it is to reach consumers at the right time and through the right media channels. This is a great opportunity to reach consumers contextually through audio that relates to a particular moment in time and will provide us with greater cut through and brand relevance,” the statement read.

ARN first announced its dynamic advertising offer in May, and is rolling it out across FM, AM, DAB+ and the iHeartRadio network. As well as the dynamic creative and targeting, the radio network is using ‘ShakeMe’ audio advertising technology, which allows consumers to respond to an advertising call to action by either shaking their mobile phone or using a voice command.

“With every brand looking for ways to make every spend work harder than ever to deliver results, Dynamic Audio provides targeted and personalised messaging which gives advertisers more certainty that their brand is getting cut though,” Whitehead said. “This is part of ARN’s long-term strategy to expand and diversify our comprehensive commercial offering.”  

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