Global Media’s digital audio exchange (DAX) is a data-driven advertising solution platform that brings together over 200 online radio, streaming and podcasting publishers. Its combination of scale, targeting and tracking helped to reach the custom audiences eBay wanted to target, based on “passion points” it had identified. Combining data from the demand management platform, DAX analysts threaded together conventional targeting with in-market indicators to build a bespoke segmentation of Easter and bank holiday customers.
A Million Ads provides a platform for dynamic audio targeting using contextually-relevant moments in the broadcast stream, such as weather, day, time and location. Using a base ad, iterations of every variable were created for each day, day part, location and product line covered in the campaign. To the listener, the ad played seamlessly as a unique message.
Listener Insight ID tracked the contribution of each variable to the performance of the campaign. Unusually for a major client in digital channels, eBay introduced these ID pixels directly onto its hub, leading to over 18 million rows of data which allowed for analysis of the creative combinations. This was then used to optimise targeting and message content further.
Significantly, unique creative messages were only heard on average 1.2 times, ensuring the ad experience remained fresh and relevant. Measurement proved that the optimisation process drove up response rate nine-fold with uplift of between 1.5 and 1.7 times in visits to relevant sections on eBay. As a result, the e-commerce brand has booked 2.6 times more activity with DAX compared to the previous campaign period.