ARN rolls out 'revolutionary' ad technology for radio

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 6 May 2020

ARN has launched a new advertising technology that delivers more personalised and measurable campaigns through radio.

ARN Dynamic Audio delivers dynamically targeted advertising on AM, FM and DAB+ radio in real time, making the radio network the “first and only media business in the world” to have the capability.

The technology was developed with A Million Ads, and also provides advertisers with real-time data to measure the success of their campaigns.

“ARN’s implementation of ARN Dynamic Audio via our partnership with A Million Ads is revolutionary,” says ARN’s chief commercial officer Pete Whitehead.

“Never before has a media company been able to automatically deliver tailored advertising to radio audiences in real time, but that is exactly what ARN can now do. We can help advertisers send the right message, to the right audience at the right time… in real time.

“This technology can be applied by ARN for any client across any industry, whether it’s a retail business who want to advertise a sale or a food delivery business who has a new menu item they want their customers to try. The increased conversion of personalised, real-time messaging is undisputed and will radically change the way we help our clients connect with audiences, through AM, FM, DAB+ and iHeartRadio.”

According to ARN, research has shown that compared to non-targeted messaging, this new technology delivers a 52% uplift in advertisement recall, a 49% increase in engagement and a 240% increase in customer conversions.

“Personalisation is the next frontier in advertising so it’s great to be able to bring it to ARN’s broadcast platforms as well as streaming and podcasts,” says Steve Dunlop, founder and CEO of A Million Ads.

“Partnering with ARN was an obvious choice for us as they share our vision of a personalised future, driven by data and great creative that helps clients stand out.”

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