Southern Cross Austereo (SCA) today announced two new digital audio advertising initiatives to help brands find and engage audiences.
New mood and activity audience targeting utilises SCA’s and SoundCloud’s first party data and insights to identify listeners’ key habits and interests, targeting them during particular mood-states and activities. At launch the offering includes chill out, wanderlust, work out, night out and dinner party mood-states.
SCA National Head of Sales, Nikki Rooke, said: “This mood targeting product gives advertisers the opportunity to target with contextual relevance as well as apply best practice creative scenarios to each. The Studio at SCA and SoundVibes’ creative treatment ensures messaging is on point for the listening occasion and able to deliver optimum attention and engagement.”
In addition to the new audience targeting solution, SCA today also announced interactive audio ads with shakable and voice activated listener responses. The ShakeMe mobile-only format enables a listener to shake their phone or use a voice command to respond to a call to action such as: “shake your phone to” either open a website, download a voucher or call now.
SCA Head of Digital Commercial, Jonathan Mandel, said: “As digital audio continues to grow at a rapid rate, it’s critical that we continue to innovate and offer brands best in class technology to achieve their campaign objectives. ShakeMe audio ads provide an all-new way for brands to engage with our audience and drive a call to action by shaking their phone when the ad plays. To date, our test advertisers have seen interaction rates more than 10 times a typical click through rate.”
Mood targeting is available across InStream, SoundCloud and catch up radio, ShakeMe is available on iOS and Android through SCA’s InStream, while voice-activation is in beta looking to launch later in the year.
About Southern Cross Austereo
Southern Cross Austereo (SCA) is one of Australia’s leading media companies reaching more than 95% of the Australian population through its radio, television and digital assets. Under the Triple M and Hit network brands, SCA owns 98 stations across FM, AM and DAB+ radio. SCA provides national sales representation for 34 regional radio stations. SCA broadcasts 92 free to air TV signals across regional Australia, reaching 4.4 million people a week, with Nine Network programming and advertising representation across Australia’s East Coast, Seven Network programming in Tasmania and Darwin, and Seven, Nine and Ten programming in Spencer Gulf. SCA operates Australia’s leading premium podcasting network - PodcastOne Australia – and provides Australian sales representation for global open audio platform SoundCloud. SCA's premium brands are supported by social media, live events, video, online and mobile assets that deliver national and local entertainment and news content. www.southerncrossaustereo.com.au
SoundCloud is the world’s largest open audio platform, powered by a connected community of creators, listeners, and curators on the pulse of what's new, now and next in culture. Founded in 2007, SoundCloud empowers the world’s audio creators with the best tools, services, and resources to build and grow their careers. With over 200 million tracks from 25 million creators heard in 190 countries, what’s next in music is first on SoundCloud.