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.”  

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

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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​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.

More Videos

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in