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
cmo-xs-promo

Latest Videos

More Videos

Introducing Branch's mobile referrals https://branch.io/referral/

Bruce Ma

How this ecommerce upstart is building its brand proposition

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

Good afternoon,This is a complaint of the process of refunds which does not comply with Australian legislation. Despite a exhaustive req...

shiree Gilroy

Catch Group combines commercial and marketing role

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in