A playbook is emerging for how media owners pitch themselves to agencies and advertisers.
Step 1: Provide data that shows the medium is effective but underutilised.
Step 2: Point out that brands overinvest in social media, and remind audiences that these platforms are a cesspit of scam ads and pernicious content.
Step 3: Reveal a new tool that will make ads within the medium as easy-to-buy or as measurable as social media.
And so it went at the breakfast showcase for Global’s Digital Audio Exchange (DAX) on 18 March. That’s not a criticism, by the way; it’s a solid playbook.
The big reveal was a partnership between Global, Sainsbury’s and Nectar360, the supermarket’s loyalty card and data platform.
As a result of the partnership, brands that advertise through DAX will be able to target ads on Global’s podcast and radio shows to people who buy specific products, and also extrapolate the effect of campaigns on sales.
Global gave an example of a campaign to promote McCain’s new Vibes potato snacks (a terrible name for a food, if you ask me), which generated a 133% increase in sales and a 182% increase in purchases among the brand’s target audience.
At the showcase, Global also talked about how it had developed a tool to identify listeners across different devices with a 95% accuracy.