Southern Cross Austereo (SCA) has launched two new digital audio attribution products, SCA Footsteps and SCA Soundcheck.
SCA Footsteps measures footfall attribution to digital audio campaigns, providing advertisers with insights from listeners who have heard an audio ad and then gone to a specific location, retailer or precinct as a result within a measured timeframe.
When a listener is exposed to a digital audio ad acros SCA live radio streaming or SoundCloud, location data on their smartphones is matched with tech provider Hyp to identify store or location visits across Australia.
SCA says when the product was trialled with a leading Australian automotive group, there was a 61% uplift in visits compared to a control group that had not heard the audio ad.
The second product to roll out, SCA Soundcheck, provides campaign and brand effectiveness studies specifically for digital audio.
Housed within SCA’s research and insights division SCA iQ, the new tool uses ad tracking and retargeting technology to specifically identify listeners who heard an ad and retargets them with a campaign study questionnaire, allowing comparison to a control group of internet users who have not heard the ad.
SCA says this control versus exposed research methodology provides results to inform advertisers of overall campaign effectiveness including increased consideration, ad recall and purchase intent.
“Australian audiences are listening to digital audio more than ever before, spending an average of three and a half hours listening (according to GfK) a day,” says SCA national head of radio sales Nikki Rooke.
“We believe that audio has the power to influence consumer purchasing behaviour like no other medium, with 41% of shoppers more likely to purchase advertised brands (according to CRA).
“It is the personalised, one-on-one, intimate nature of the digital audio experience for listeners that makes it so powerful. Our launch of SCA Footsteps and SCA Soundcheck now bring the ability to accurately measure campaign effectiveness in real time, also helping to determine strategies for future campaigns.”
The new tools come as listening hours on digital audio jumped 46% at SCA in August compared to the year before, according to Adswizz Audiometrix.
“These new attribution products are in response to demand from brands, agencies and programmatic teams to provide their clients with tangible ROI results, particularly in retail, automotive and food services, demonstrating the positive effect of digital audio campaigns,” says SCA head of streaming sales and operations Jonathan Mandel.
“By coupling this attribution with data-driven audience targeting through SCA Fanbase, advertisers can now complete the digital audio consumer journey by providing attribution such as in-store footfall from SCA Footsteps and increased consideration and brand perception through SCA Soundcheck.”
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