DATA INNOVATOR OF THE YEAR
DAX sales team, Global, the Media & Entertainment Group
Who are they?
The digital audio exchange (DAX) team works to provide advertisers with audience insights on digital listeners. To do this, it combines information generated from tags served through its data management platform (DMP) with streaming information and other innovative techniques, then applies analytics to show how different types of campaign are performing.
Global is a media and entertainment group which includes Heart, Capital, Classic FM, LBC, Radio X and Gold among its porfolio of radio brands which reaches 24.4 million listeners every week. It has recently extended into television with the launch of Heart TV and Capital TV. DAX acts as a single buyng oint for advertisers across 180 digital audio platforms.
What do they do?
Listener Insight ID is a new measurement tool which tracks audio campaign performance and has transformed how digital audio is planned and evaluated, providing audience understanding and comparison with other media. To create it, the DAX technical team built a dual tagging system which embeds a tracker in both the audio ad and the advertiser’s web site.
By combining these two sources, DAX is able to match individuals who have heard an ad with those who went on to visit the brand online. This is further enhanced using audience information collected via the house DMP. Streaming data is ingested into an analytics environment that was developed in-house, then delivered via dashboards showing creative message, length, time, day and conversion rate.
DAX is able to map the converted population to over 12,000 datapoints within its digital audio universe, allowing it to provide advertiser with responder profiles and conversion propensities for target audiences. These can be built into segmentations for future campaigns.
The result has been a transformation in the way digital audio is being planned and evaluated by advertisers such as Lyst, Casper, Imperial Cars and GoCompare. For one online fashion retailer, custom segments were built based on the identified characteristics of responders as young, urban and upmarket, combined with optimal day parts for ad placement. Algorithmic modelling of frequent purchasers now drives the advertiser’s campaigns.
For a car manufacturer, in-market auto shopper data was activated. Using Listener Insight ID, DAX was able to show that the premium cost of this data was justified by the 6.3x increase in site visits compared to the average, accounting for 13 per cent of all site traffic during the campaign period.
What did the judges say?
The judging panel was struck by an impressive new analytics tool that was having an impact on campaign results. According to one: “Incredible value is being created from applying insight to audiences to create tangible business value.”. Another noted that Global had taken standard tagging into an innovative new analytics environment for a channel which has not previously had robust measurement.